Ann Arbor, MI—Global public health and safety organization NSF has released new consumer data on the importance of health and sustainability in personal care purchasing habits. In 2024, TGM Research was commissioned to survey 1,000 Americans for insights on personal care products such as skincare, cosmetics, soaps, and shampoos.
“NSF’s survey results clearly indicate that today’s consumers are seeking clean beauty products made with organic, toxin-free ingredients,” said David Trosin, Senior Director of NSF’s Global Certification team. “Despite this growing demand, greenwashing is more prevalent than ever and consumer trust in voluntary organic labels is lacking, underscoring the importance of third-party testing and certification.”
Key Findings on Personal Care:
- 74% of consumers consider organic ingredients important in personal care products.
- 65% of consumers want a clear ingredient list to identify potentially harmful ingredients.
- Only 9% of Americans completely trust voluntary labels, and that drops to 3% among consumers ages 60 to 75.
- The top incentives for buying organic personal care products include “better for personal health,” “less processed and less chemicals” and “higher quality.”
- 45% of survey respondents are willing to pay more for certified personal care products with organic ingredients. That number climbs to 62% for consumers ages 18 to 29.
NSF reported that NSF/ANSI 305: Personal Care Products Containing Organic Ingredients (NSF/ANSI 305), introduced in 2009, is one of the only consensus-based standards for the product category. It is based on the USDA’s National Organic Program (NOP) structure, style, and intent. NSF explained that, because the NOP’s organic regulations were designed for food, it is often challenging for personal care products to be certified organic as they contain non-food ingredients and undergo complex manufacturing processes.
NSF/ANSI 305 is considered a best practice by the Organic Trade Association (OTA) and listed as a credible validation for personal care products by major retailers such as Whole Foods Market, NSF added.
Quality Assurance International (QAI), an NSF company and industry leader in the organic sector, certifies products to confirm they follow strict production and labeling requirements. To earn certification, a manufacturer is required to undergo thorough technical reviews and on-site inspections of the products, labels, and facilities. The process verifies that the product contains a minimum organic content of 70% by weight. All other ingredients must meet strict review criteria, including being GMO-free, NSF said. Certified products are listed publicly on the QAI website.
“NSF’s research proves that consumers also want to see more organic options when selecting personal care products, further validating why certification to NSF/ANSI 305 is so valuable,” added Trosin.
Building Consumer Trust
Consumers who see the NSF/ANSI 305 “Contains Organic Ingredients” mark on personal care products get assurance that the product meets stringent requirements.
NSF also reported that the mark has recently been updated to provide greater clarity to consumers. The update is timely, NSF said, as the Modernization of Cosmetics Regulation Act (MoCRA) is set to go into effect by the US Food and Drug Administration (FDA) in December 2025. MoCRA is the nation’s first cosmetics and personal care regulation update in 80 years.
Mandatory elements of MoCRA, such as facilities registration, adverse event reporting ,and safety substantiation show that consumers and regulators demand more transparency in how personal care products are regulated and marketed. NSF Guideline 527 for cosmetics and personal care products supports businesses with a competitive advantage in responding to consumer demand for safer cosmetics and personal products and in becoming compliant with MoCRA.
NSF added that QAI certifies products to the NOP and organic standards in Canada, Mexico, and the European Union, plus supports companies across the supply chain exporting organic products to Asian markets.
