Will consumers really pay more for sustainable cosmetics? The real numbers.

Key takeaways

• 47 % of global consumers say they are willing to pay more for sustainable beauty.

• Gen Z and Millennials are setting a new pricing baseline with over 70 % prepared to spend more.

• Certification and transparency are major levers for trust and pricing power.

• Tools like Devera help brands meet these expectations while complying with new EU regulations.

A few years ago, asking someone if they would pay extra for a more sustainable beauty product might have been met with a raised eyebrow. But fast forward to 2025 and the question is no longer if they will, but how much more they’re willing to spend.

According to PwC’s 2024 Voice of the Consumer survey, 80 % of global consumers declare they would pay a premium for sustainable products. In beauty specifically, that number still holds strong. A YouGov global study across 17 countries revealed that 47 % of people are open to spending more on sustainable cosmetics and personal care items.

“Consumers are increasingly feeling the squeeze of inflation… yet they nevertheless cite a willingness to pay 9.7 % more for sustainability.” Sabine Durand‑Hayes, Global Consumer Markets Leader, PwC.

This shift is not only driven by environmental awareness, but also by rising expectations. Younger generations are leading this transformation. In the US, 56.2 % of Gen Z say they would pay more for eco-conscious beauty products, a trend amplified by social media platforms like TikTok. In fact, when you combine Gen Z with Millennials, 73 % express willingness to spend extra on sustainable alternatives across categories.

Why are consumers willing to pay more?

The motivations are layered. There’s the emotional side, care for the planet and social responsibility, but also a growing expectation that products marketed as sustainable will meet higher quality and safety standards. According to NSF, 45 % of US consumers are more likely to pay more if the product is certified organic. 

Similarly, a Natrue trend report shows that 85 % of shoppers are willing to pay a premium if product efficacy is proven. This suggests that sustainability alone doesn’t close the sale, performance still matters.

Another key factor is transparency. With the EU’s Green Claims directive now in place, brands are being pushed to substantiate every sustainability claim they make. This regulation is already shaping how companies communicate with consumers and set their prices. 

Initiatives like the Home Index by Leroy Merlin and L’Oreal’s Eco-score system point to a future where product sustainability is not just a nice-to-have, but a visible and measurable attribute.

The price ceiling: how much is too much?

Despite the enthusiasm, there’s still a limit to what consumers are willing to pay. Multiple studies indicate that most consumers are comfortable paying about 10 to 12 % more for sustainable products. In the case of cosmetics, 23 % of people are fine with a 10 % price bump, while only 11 % would tolerate a 25 % increase.

This gap between intent and action is important. While many say they care, conversion drops significantly when the premium exceeds expectations. In Germany for instance, more than half of those who avoid natural or organic cosmetics cite price as the main blocker.

To convert intention into purchase, brands need to communicate value alongside impact. That means pairing sustainability with elements like product performance, ingredient safety and social proof. This is where certifications, verified Eco-scores and third-party validation come into play.

Real-time transparency makes the difference

To help brands navigate this landscape, platforms like Devera make it easy to calculate and display a product’s environmental impact directly on ecommerce sites. Through AI-powered Life Cycle Assessments (LCA), Devera automates carbon footprint calculations across all six phases, from raw materials to end-of-life, and compares each product against industry benchmarks.

This helps companies meet regulatory requirements like the Green Claims directive while offering consumers transparent and verifiable sustainability data. Brands can then display this impact with Devera’s e-commerce widget, offering a seal and Impact-score per product to support purchase decisions.

More than just compliance, this strategy builds trust and conversion. In fact, 80 % of consumers say they are more likely to buy if the product shows its sustainability benefits clearly.

What this means for beauty brands

The premium beauty segment is evolving. Forecasts show that the global premium cosmetics market will reach nearly 240 billion dollars by 2030, with clean and eco-positioning as key growth levers. This means that sustainability is no longer a niche concern, it’s becoming the price of entry.

For brands that want to lead this space, simply being “natural” is no longer enough. Today’s consumer wants proof. From carbon labels to full LCA reports, the brands that thrive in 2025 will be the ones that turn their environmental efforts into clear, quantifiable claims.

In this new landscape, sustainable equals premium, but premium now means transparent, traceable and truly impactful.

FAQ

Are Gen Z really willing to pay more for sustainable cosmetics?
Yes. Over 56 % of Gen Z in the US say they would spend extra on eco-conscious beauty and 73 % of Gen Z and Millennials globally express willingness to pay a premium.

How much more will consumers pay for sustainable beauty?
Around 10 to 12 % on average. Some will pay up to 25 % more but conversion drops as prices rise.

Does sustainability alone justify higher prices?
Not entirely. 85 % of shoppers say they will pay more if sustainability comes with proven product efficacy.

How can brands prove their impact?By using tools likeDevera to measure carbon footprint with LCA methodology and display Impact-scores on product pages.