How to Transform Your Skin Care Routine with Clean Ingredients
Article by Jennifer Kellison & Elena Mercurio
(BPT) - As more Americans rethink their skin care rituals, the rise of clean beauty is inspiring a shift toward pure, intentional ingredients rooted in nature. For many people, skin care is as simple as applying a daily moisturizer. But a 2025 survey conducted for Aura Cacia by Suzy, a leading end-to-end market research platform, shows that consumers are asking deeper questions about what's in their products and how those ingredients support their overall well-being.
Survey respondents signaled a growing desire for skin care rooted in simplicity, transparency and ingredients closer to nature. When asked to rank their top priorities, nearly half of consumers chose "100% pure and natural
ingredient lists" (30%) and "fragrance-free" or "no synthetic fragrance" options (25%).
According to Jennifer Kellison, botanical beauty expert and director of innovation at Aura Cacia, botanical ingredients are a natural fit for these needs. "Clean beauty is less about trends and more about intention," says Kellison. "Consumers are gravitating toward ingredients they recognize and trust to support their everyday wellness."
How to get started with clean beauty
While many think of clean beauty as a trend limited to facial care, experts say the opportunity extends far beyond that.
BEAUTY AND FASHION