FORMULATING 141 100 100 80 60 60 40 40 20 20 0 Yes No Not sure


Figure 3: Do you believe the product colour can effect quality/how it works on the skin? Respondents=1007; p=0


a synthetic look or believed white products perform better. This distinction supports the rising market trend in which colour is seen not as a flaw to be hidden but as a visual sign of authenticity, freshness, and alignment with nature-inspired beauty ideals. The fact that fewer than 14% believed


colour affects performance suggests that consumers increasingly separate aesthetic signals from assumptions of effectiveness. This


0 Yes No Not sure


Figure 4: Would you feel concerned about the safety/efficacy of a non- white product? Respondents=1007; p=0


emerging separation challenges the previously dominant marketing approach where whiteness was equated with purity, safety, or superior formulation. While nearly half of respondents still


associated white with purity or efficacy, this perception did not influence behaviour: respondents were still overwhelmingly willing to use coloured products when informed about natural ingredient sources.


This subtlety highlights the importance of


education and transparency—consumers may retain traditional associations, but these are not fixed determinants of their decisions. From a regulatory and sustainability


standpoint, these findings may have direct consequences. As global markets continue to tighten restrictions on unnecessary processing, synthetic colourants, and energy-intensive refinement techniques, embracing natural


www.personalcaremagazine.com


April 2026 PERSONAL CARE MAGAZINE


Percent Response


Percent Response


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