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市场调查报告书
商品编码
1865420
全球天然护肤市场:预测(至2032年)-按产品类型、成分类型、价格分布、最终用户、通路和地区进行分析Natural Skincare Market Forecasts to 2032 - Global Analysis By Product Type, Ingredient Type, Price Point, End User, Distribution Channel, and By Geography |
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根据 Stratistics MRC 的一项研究,预计到 2025 年,全球天然护肤市场价值将达到 183 亿美元,到 2032 年将达到 291 亿美元。
预计在预测期内,天然护肤品包括以植物来源、矿物和生物基成分配製的脸部和身体护理产品,强调透明的原料来源和减少合成成分的使用,同时保持其功效和安全性。健康生活方式的兴起、零售商的洁净标示标准以及透过社群媒体进行的宣传活动是推动市场成长的主要因素。品牌之间的竞争主要体现在临床验证的功效声明、感官体验和永续包装等方面。规模化发展需要可靠的植物原料供应链、稳定的配方以及能够让谨慎的消费者和零售商放心的权威认证。
根据环境工作小组(EWG)的说法,消费者对不含化学成分的护肤品的需求正在飙升,欧盟已禁用超过 1800 种成分。
消费者对成分安全性的日益关注以及清洁美容趋势
消费者越来越关注产品标籤,倾向于选择他们认为更安全、更透明、更环保的配方。这种转变推动了对天然活性成分、低致敏性基底和第三方认证的需求,迫使品牌重新评估其配方并清楚地揭露成分。此外,社群媒体和零售商的标准也在强化「清洁」理念,促进货架更新和高端产品线的扩张。同时,有关环保声明真实性的监管趋势正在建立信任,鼓励消费者选择经过认证的天然护肤,并有助于维持核心脸部保养产品的高端价格。
天然成分保存期限缩短与配方挑战
天然乳化剂、油脂和植物萃取物容易氧化变质,缩短温和型防腐系统的保护期,延长产品保存期限,增加退货风险。研发团队必须在功效、微生物安全性和感官美观之间取得平衡,同时限制合成成分的使用,因为合成成分会延长研发週期并增加成本。此外,湿度、温度和包装等因素也会影响产品的稳定性,尤其是在高保湿霜中。这些因素限制了产品在大众市场通路的规模化生产,因此,更严格的低温运输管理和一次性使用策略对于维持产品的长期品质至关重要。
男士天然护肤及进军新兴市场
男士护理的日益普及和人们对健康日益增长的关注,为无硫酸盐洗面乳、天然鬍后膏和极简护肤流程创造了新的市场机会。同时,新兴市场年轻人口众多,电子商务迅速发展,消费者更青睐价格亲民的植物来源产品。此外,亚洲物价上涨的趋势也推动了高利润精华液和天然护肤品的销售,而本地特色植物成分则提升了消费者对产品的亲和性。此外,与电商平台和药局零售商的管道协同效应,使得消费者能够快速试用和补货,而收入的增长和对成分知识的了解也促进了消费者发现新产品并重复购买。所有这些因素共同为天然护肤市场创造了巨大的成长空间。
「绿色清洗」行为可能损害消费者信心
模糊的「环保/清洁」宣传和检验的认证标誌会损害消费者信任,并招致监管审查和法律风险。欧盟消费者权利指令(EU)2024/825及其相关提案加强了对常见环境声明和标籤的规定,要求品牌提供可靠数据支援。此外,媒体对误导性宣传的关注也会增加整个美容产业的声誉风险。
疫情初期衝击了实体零售,但也加速了消费者对线上产品的探索和护肤行为的重视。封锁期间,人们开始转向自我护理、居家护理和「极简护肤」模式,而口罩引发的皮肤问题(「口罩痘」)则推动了对温和、天然、不堵塞毛孔产品的需求。此外,电商、社群化销售和线上咨询拓展了试用管道,品牌也因此将预算重新分配到数位内容和订阅服务上。即使在实体店重新开业后,混合式购物模式依然盛行,这为那些在所有管道都提供值得信赖的科学依据、安全性和透明声明的天然脸部保养和皮肤化妆品系列带来了持续增长。
预计在预测期内,脸部保养产品细分市场将占据最大的市场份额。
预计在预测期内,脸部保养产品细分市场将占据最大的市场份额。消费者越来越关注针对老龄化、痤疮和色素沉着等问题的针对性解决方案,并积极寻求这些敏感部位的天然替代品。不断涌现的创新精华液、保湿霜和洗面乳使该品类保持活力,并具有重要的经济价值。脸部护理产品在个人形象和第一印像中扮演着核心角色,确保其作为整个天然护肤市场的基础,能够持续创造稳定的收入。
预计在预测期内,高端产品细分市场将实现最高的复合年增长率。
预计在预测期内,高端产品细分市场将实现最高成长率。推动高端市场成长的因素是,消费者将高价格分布与卓越的功效、先进的天然配方和符合道德规范的品牌价值联繫起来。这些眼光独到的消费者愿意投资含有稀有植物成分、经科学验证的天然活性成分以及永续包装的产品。高端天然护肤被视为对长期肌肤健康的投资,也体现了一种健康的生活方式,这种认知使高端产品细分市场成为成长最快、盈利最高的市场区隔。
预计北美将在整个预测期内保持最大的市场份额,美国将占据主导地位。这一主导地位归功于消费者较高的意识、可支配收入以及清洁美容运动的早期普及。该地区聚集了大量引领潮流的天然护肤品牌,并拥有完善的零售基础设施,能够有效地触及精明的消费者群体。此外,关于成分安全性的严格监管讨论持续推动市场向更清洁的配方发展,巩固了北美作为成熟且以营收主导的市场的地位。
亚太地区预计将成为天然护肤品产业未来成长最快的地区,这主要得益于经济和文化因素的强强联合。新兴中产阶级购买力不断增强,正迅速接受系统化的护肤流程。此外,亚太地区对源自传统习俗的天然草本成分有着强烈的文化亲和性。中国、韩国和印度等国家拥有庞大且具备数位素养的人口,为市场扩张提供了沃土,使亚太地区成为天然护肤产业未来成长的中心。
According to Stratistics MRC, the Global Natural Skincare Market is accounted for $18.3 billion in 2025 and is expected to reach $29.1 billion by 2032, growing at a CAGR of 6.8% during the forecast period. Natural skincare includes facial and body products formulated with plant-derived, mineral, and bio-based ingredients, prioritizing transparent sourcing and fewer synthetics while preserving efficacy and safety. Growth is fueled by wellness culture, retailer clean-label standards, and social media education. Brands compete on clinically substantiated claims, sensorial experience, and sustainable packaging. Scaling depends on reliable botanical supply chains, formulation stability, and credible certification that reassure cautious consumers and retailers.
According to the Environmental Working Group (EWG), consumer demand for chemical-free skincare has surged, with over 1,800 ingredients banned in the EU.
Rising consumer awareness of ingredient safety and clean beauty trends
Consumers are scrutinizing labels and gravitating to formulations perceived as safer, more transparent, and eco-aligned. This shift elevates demand for natural actives, allergen-conscious bases, and third-party certifications, pushing brands to reformulate and communicate provenance clearly. Moreover, social channels and retailer standards amplify "clean" criteria, accelerating shelf resets and premium line extensions. Additionally, regulatory momentum on truthful environmental claims is reinforcing trust signals, nudging buyers toward verified natural skincare and sustaining premium pricing power across core facial care routines.
Shorter shelf life and formulation challenges with natural ingredients
Natural emulsifiers, oils, and botanical extracts can oxidize or destabilize more quickly, and milder preservative systems may offer narrower protection windows, compressing product dating and raising returns risk. R&D teams must balance efficacy, microbiological safety, and sensory aesthetics while limiting synthetics, which can lengthen development cycles and costs. Furthermore, humidity, temperature swings, and packaging interactions complicate stability, especially for water-rich creams. These realities restrain scale in mass channels and necessitate tighter cold-chain or unit-dose strategies to maintain quality over time
Expansion into men's natural skincare and emerging markets
Rising male grooming adoption and wellness positioning are opening whitespace for sulfate-free cleansers, natural post-shave balms, and minimalist routines. In parallel, emerging markets with youthful demographics and fast e-commerce uptake are embracing affordable, plant-based formats. Moreover, premiumization in Asia supports higher-margin serums and dermocosmetic naturals, while localized botanicals enhance relevance. Additionally, channel synergies with marketplaces and pharmacy retail enable rapid trial and replenishment, turning discovery into repeat behavior as incomes grow and ingredient literacy improves. These vectors collectively expand natural skincare's reachable profit pools.
Greenwashing concerns damaging consumer trust
Vague "eco/clean" claims and unverified seals risk eroding confidence, inviting regulatory scrutiny and legal exposure. The EU's Empowering Consumers Directive (EU) 2024/825 and related proposals tighten rules on generic environmental claims and labels, compelling brands to substantiate with credible data. Furthermore, media attention on misleading claims heightens reputational risk across beauty.
The pandemic initially disrupted bricks-and-mortar sales, but accelerated digital discovery and skincare-first behaviors. Lockdowns pivoted usage toward self-care, at-home treatments, and "skinimalist" routines, while mask-related irritation ("maskne") boosted demand for gentle, non-comedogenic naturals. Moreover, e-commerce, social selling, and virtual consultations expanded trial, with brands reallocating spend to digital content and subscriptions. As stores reopened, hybrid shopping persisted, sustaining growth for natural facial care and dermocosmetic lines backed by credible science, safety, and transparent claims across channels.
The facial care products segment is expected to be the largest during the forecast period
The facial care products segment is expected to account for the largest market share during the forecast period. Consumers are highly invested in targeted solutions for concerns like aging, acne, and hyperpigmentation, and they actively seek natural alternatives for these sensitive areas. The constant introduction of innovative serums, moisturizers, and cleansers keeps this category dynamic and financially significant. Its central role in personal identity and first impressions ensures it remains the cornerstone of the entire natural skincare market, driving consistent revenue.
The premium products segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the premium products segment is predicted to witness the highest growth rate. Growth in the premium segment is being driven by consumers who equate higher price points with superior efficacy, advanced natural formulations, and ethical brand values. These discerning buyers are willing to invest in products featuring rare botanicals, scientifically-backed natural actives, and sustainable packaging. The segment benefits from the perception that premium natural skincare is an investment in long-term skin health and a reflection of a conscious lifestyle, making it the fastest-growing and most profitable tier in the market.
During the forecast period, the North America region is expected to hold the largest market share, anchored by the United States. This leadership stems from well-established consumer awareness, high disposable incomes, and the early mainstream adoption of the clean beauty movement. The region hosts a dense concentration of pioneering natural skincare brands and has a robust retail infrastructure that effectively reaches educated consumers. Furthermore, stringent regulatory discussions around ingredient safety continue to push the market toward cleaner formulations, solidifying North America's position as the mature, revenue-leading region
The Asia Pacific region is anticipated to exhibit the highest CAGR, driven by a powerful combination of economic and cultural factors. A burgeoning middle class with increasing purchasing power is rapidly adopting structured skincare regimens. Moreover, there is a strong cultural affinity for natural and herbal ingredients rooted in traditional practices. The massive, digitally-savvy population in countries like China, South Korea, and India creates a fertile ground for market expansion, making APAC the epicenter of future growth for the natural skincare industry.
Key players in the market
Some of the key players in Natural Skincare Market include L'Occitane International S.A., Natura &Co, The Estee Lauder Companies Inc., L'Oreal S.A., Unilever PLC, Beiersdorf AG, Shiseido Company, Limited, Amorepacific Corporation, Clarins Group, Weleda AG, Dr. Bronner's LLC, Burt's Bees, Inc., Patanjali Ayurved Limited, Himalaya Wellness Company, Oriflame Cosmetics S.A., and KAO Corporation.
In September 2025, L'Occitane International S.A. published a news item titled "Nature as capital: L'OCCITANE Group engages in Climate Week NYC". While not strictly a product launch, it emphasises natural/traceable ingredients and nature-regeneration as part of its beauty strategy.
In May 2025, Subsidiary brand Origins ("nature-inspired skincare") launched in the U.S. Amazon Premium Beauty store, with the business emphasising "nature-derived and scientifically crafted" skincare.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.