142 FORMULATING
ingredient colours aligns with regulatory trends towards greener, lower-impact manufacturing. Simultaneously, visible natural pigmentation
can serve as a communication tool, supporting claims of authenticity at a time when consumers are increasingly sceptical of ‘green-washed’ products. The study’s cross-country approach strengthens
this interpretation: despite cultural differences, the widespread willingness to accept coloured skin care indicates a global—rather than regionally confined— shift in consumer perception. Importantly, the study also emphasises the
role of consumer understanding. About 17% of respondents preferred to see evidence of ingredients and efficacy before accepting a non- white formulation, indicating that education and clear labelling remain essential. This aligns with broader literature showing that
consumers are willing to accept novel or unfamiliar product attributes when provided with simple, transparent explanations. For industry stakeholders, this suggests that
the barrier to introducing naturally coloured skin care is not consumer resistance but rather insufficient communication about the link between colour, natural ingredient integrity, and product performance. Overall, the findings support the growing
argument that whiteness should no longer be regarded as the default standard for skin care aesthetics. Instead, naturally coloured formulations might offer scientific, commercial, and regulatory benefits while aligning with current consumer values. By reducing unnecessary refinement, preserving
bioactive pigments, and embracing the visual diversity inherent in botanical and bio-fermented ingredients, the industry can progress towards products that are both more sustainable and more authentic. As consumers become better informed and
more accepting, colour has the potential to shift from a liability to a point of differentiation— signalling quality, natural origins, and minimal processing. Future research could build on these insights
by examining how colour interacts with product expectations across different skin concerns, texture categories, or cultural demographics, but the existing data already provide a compelling basis for reconsidering aesthetic norms in modern skin care formulation.
Conclusion This study reveals a clear shift in consumer attitudes towards the colour of skin care products, challenging the long-standing assumption that whiteness is synonymous with purity, safety, or superior performance. While traditional expectations for white or off-white creams persist, these expectations no longer act as meaningful barriers to product acceptance. Instead, consumers across diverse markets
show strong openness to naturally coloured formulations, especially when these colours are associated with visible, minimally processed botanical ingredients. The findings support a broader industry move towards formulations that
PERSONAL CARE MAGAZINE April 2026 100 80 60 40 20 0 Yes No Not sure
Figure 5: Nearly 82% of volunteers would be open to using a naturally coloured product if it was shown to be effective. Respondents 1005; p=0
retain natural pigment profiles, reduce unnecessary refinement, and align with modern values of sustainability, ingredient authenticity, and transparent formulation practices. Embracing naturally coloured skin care
may therefore offer scientific, ecological, and commercial benefits, creating products that better reflect the biochemical richness of their raw materials while catering to the evolving priorities of global consumers. Despite its strengths—including a large, multi-
country sample and standardised methodology— this study has several limitations. Firstly, the research relied on self-reported
survey responses, which may not fully capture real- world purchasing behaviour or long-term product preferences. Participants expressed willingness to try non-white formulations, but actual consumer adoption could vary depending on price, marketing, brand trust, and cultural context. Secondly, the study assessed perceptions using
hypothetical scenarios rather than presenting physical product samples; sensory factors such as texture, scent, or packaging were not evaluated and may influence acceptance of naturally coloured products. Thirdly, although the survey included
participants from eight countries, the sample distributions within each region were not weighted to represent national demographics, limiting the generalisability of country-specific conclusions. Finally, the study did not examine how
variations in colour intensity, opacity, or stability might influence consumer perceptions, leaving room for further investigation into how different shades and natural pigment behaviours affect trust and purchasing decisions. Overall, the findings highlight a significant opportunity for the development and commercialisation of naturally coloured skin care products, provided brands communicate clearly about ingredient origins and efficacy. Future research involving physical prototypes,
sensory testing, and regionally representative sampling would help deepen understanding of how natural pigmentation can be utilised to promote sustainable, minimally processed skin care innovation.
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2. Gonçalves S., Gaivão I. Natural Ingredients in Skincare: A Scoping Review of Efficacy and Benefits. Biomedical and Biopharmaceutical Research. 2023; 20 (2), p. 143
3. Herayati H, Elianasari E. Natural-Based Cosmetics: Trends, Challenges, and Scientific Innovations. Indonesian J Cosm. 2024; 2 (2), p. 55
4. Masyita A, Hardinasinta G, Astuti AD et al. Natural pigments: innovative extraction technologies and their potential application in health and food industries. Front Pharmacol. 2025; 15, p. 1507108
5. Michalak M. Plant-Derived Antioxidants: Significance in Skin Health and the Ageing Process. Int J Mol. Sci. 2022; 23 (2), p. 585
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8. Suvorov N, Pogorilyy V, Diachkova E et al. Derivatives of Natural Chlorophylls as Agents for Antimicrobial Photodynamic Therapy. Int J Mol. Sci. 2021; 22 (12), p. 6392
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