74% of Consumers Consider Organic Ingredients Important in Personal Care Products

NSF research demonstrates the growing demand for cleaner choices and third-party certification for skincare, cosmetics and soaps, among other products

NSF, a leading global public health and safety organization, has released new consumer data demonstrating the importance of health and sustainability in personal care purchasing habits.

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This infographic outlines key findings from NSF's research. (Graphic: NSF)

“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.”

NSF commissioned TGM Research to survey 1,000 Americans in 2024. Questions focused on personal care products such as skincare, cosmetics, soaps and shampoos.

Key Findings:

- Organic ingredients matter: 74% of consumers consider organic ingredients important in personal care products. Meanwhile, 65% of consumers want a clear ingredient list to identify potentially harmful ingredients.

- Consumers don’t trust voluntary labels: Only 9% of Americans completely trust voluntary labels – among older consumers (ages 60 to 75), this shrinks to 3%.

- Personal care product purchasing is driven by health and quality: The top incentives for buying organic in this category include “better for personal health,” “less processed and less chemicals” and “higher quality.”

- Paying a premium for organic is acceptable: 45% of survey respondents are willing to pay more for certified personal care products with organic ingredients. Younger consumers (ages 18 to 29) are even more willing at 62%.

In 2009, NSF introduced NSF/ANSI 305: Personal Care Products Containing Organic Ingredients (NSF/ANSI 305), one of the only consensus-based standards for the growing product category.

Today, NSF/ANSI 305 is considered a best practice by the Organic Trade Association. Major retailers such as Whole Foods Market list it as a credible validation for personal care products. The standard is based on the USDA’s National Organic Program (NOP) structure, style and intent. 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.

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 must undergo thorough technical reviews and on-site inspections of the products, labels and facilities to verify that the product contains a minimum organic content of 70% by weight. All other ingredients must meet strict review criteria, including being GMO-free. 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.

Consumers who see the NSF/ANSI 305 “Contains Organic Ingredients” mark on personal care products can rest assured that the product meets stringent requirements. The mark was recently updated to provide greater clarity to consumers. The update is timely, 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’s QAI certifies products to the NOP and organic standards in Canada, Mexico and the European Union. It also supports companies across the supply chain exporting organic products to Asian markets.

Read the full research report.

About NSF

NSF is an independent, global services organization dedicated to improving human and planet health for more than 80 years by developing public health standards and providing world-class testing, inspection, certification, advisory services and digital solutions to the food, nutrition, water, life sciences and consumer goods industries. NSF has 40,000 clients in 110 countries and is a World Health Organization (WHO) Collaborating Center on Food Safety, Water Quality and Medical Device Safety.

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