Consumer Acceptance and Market Potential of Natural Organic Cosmetic Formulations in the US Market

    December 2025 in “ Journal of World Economy ”
    Changyu Zhu
    TLDR Natural organic cosmetics with high natural content and patent labeling are popular and profitable in the US market.
    This study investigates the acceptance and market potential of natural organic cosmetic formulations in the US, using a 1,200-person experiment and Nielsen data. It finds that formulations with a natural index of ≥ 90% increase purchase intention by 32.4%, and patent labeling adds an 18.7% premium while reducing promotional dependence by 9.4%. The optimal product combination could achieve an 11.2% market share, with patent SKU sales 26.8% higher than controls, and a cumulative NPV@8% of $196 million. Sensory testing shows patented formulations reduce hair loss by 19.7% and increase scalp hydration by 15.4% in four weeks. The study introduces the Clean Beauty Adoption Ladder (C-BAL) framework, linking natural index, patent perception, and ESG narrative to expand the Theory of Planned Behavior in sustainable beauty.
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