Young women are demanding “cleaner, greener beauty.” A recent Harris Poll survey reports that 73% of 18-34-year-old women are actively seeking cleaner, all-natural beauty products, and 62% do so by carefully looking over ingredient labels before making a purchase.

Young women are demanding “cleaner, greener beauty.” A recent Harris Poll survey reports that 73% of 18-34-year-old women are actively seeking cleaner, all-natural beauty products, and 62% do so by carefully looking over ingredient labels before making a purchase. Natural beauty brand Credo Beauty focuses on catering to the age group that has grown up on the internet: “They are curious, and love to research and understand ingredients and what they do…Our total focus is ingredient and brand education with our staff for that very reason.” (Allure)