For years, the beauty and personal care industry has been at the crossroads of science and artistry, combining rigorous research with creative innovation to deliver products that are both effective and sensory-rich. Biotechnology perfectly bridges this gap by creating precision-engineered, sustainable ingredients that elevate both efficacy and the consumer experience. Yet, despite its promise of delivering sustainable, effective, and innovative solutions, biotech in beauty has historically faced resistance from consumers. Concerns about synthetic ingredients, fear of the “unnatural”, and misconceptions about the science itself created barriers to adoption, leaving many to cling to traditional products. 

Today, however, the narrative is shifting. Consumers, increasingly driven by eco-consciousness and a desire for effective, ethical solutions, are warming up to the idea of lab-grown ingredients, bioengineered actives, and fermentation-based formulations. This newfound openness is not just a trend; it’s a transformation - paving the way for biotech to redefine beauty, from the molecules up. 

Givaudan Active Beauty, the reference in high-precision beauty ingredients, surveyed more than 3,000 consumers from 6 countries around the world, to better understand consumer perception around biotech in beauty, and the barriers to adoption. According to their exclusive data, a surprising 61% of consumers remain to be convinced by biotech, with 27% declaring to be skeptical. However, when consumers were given the actual definition of biotech: “Biotechnology enables scientists to create high performing ingredients from natural biomass (wheat, sugar beets) that are transformed via a biological process, such as: fermentation (e.g. wine, beer or cheese), cleaner for the environment. It offers an alternative solution to replace synthetic or petrochemical ingredients.” - global interest rose to 77%.

These insights reveal that while biotechnology is still often misunderstood, shrouded in myths about artificiality or complexity, the shift in perception is unmistakably underway. When educated on biotech, consumers see beyond the stigma, recognizing the tangible benefits biotech offers in sustainability and performance. Now, the industry has a unique opportunity to bridge the knowledge gap, fostering trust and transparency to fully unlock the potential of biotech in beauty. What does this mean for the future of the industry? In the sections ahead, we’ll delve deeper into the numbers, uncover key consumer trends, and explore how brands are harnessing biotech to meet rising demands for sustainability and innovation. 

Clean Beauty - The Rise of Pure and Transparent Products

In recent years, the clean beauty trend has gained undeniable momentum among consumers, placing increased focus on products that are as pure and non-processed as they are effective. Today’s beauty enthusiasts are looking for formulations that are free from harmful chemicals, synthetic additives, and anything that doesn’t align with their values. They are drawn to brands that champion transparency, ethical sourcing and sustainable practices. 

These are all boxes that biotech ticks off, so why is there so much skepticism around these products? 

We can look at this in two different perspectives. On one hand, the most common impression of biotech products, according to Givaudan’s survey, is that biotech ingredients sit in the middle of the “clean-dirty scale” - where botanical extraction is considered the cleanest, and petrochemical ingredients the dirtiest. On the other hand, and according to a 2023 survey based on US respondents, 29% of beauty and personal care consumers admitted to not knowing what “clean” or “natural” products actually mean. Furthermore, 53% of consumers equate clean beauty with non-toxic ingredients, and 50% define clean beauty as natural or organic. 

Looking at this data, it seems that consumers are actually lacking key knowledge to understand what biotech and clean beauty truly are and what they mean for the beauty industry. As a matter of fact, and digging deeper into Givaudan’s survey results, if lab-grown ingredients have a lower environmental impact, then they are truly accepted by the consumers, with a 72% approval rating on average, globally. When compared directly to synthetic ingredients derived from petrochemicals, sustainable, clean biotech has an astounding approval rate of 82%, as long as there are no GMOs in the final product. 

The results speak for themselves. Once consumers are educated about the benefits of biotech, they become more open to trying these innovative products. Understanding how biotech can offer more sustainable, effective, and customized solutions increases consumer confidence, leading to higher willingness to purchase. This shift highlights the importance of transparency and education within the beauty industry, as once consumers see the science behind the products, they are not only intrigued, but also motivated to integrate them into their routines. As awareness grows, the adoption is set to rise, driven by informed choices and a desire for smarter, more sustainable solutions. 

Why Ingredients Matter - Consumers Taking Control of their Products

With the growing economic difficulties the world is facing in 2024 going into 2025, consumers are more aware of products and ingredients that are actually beneficial for them. They want to maximize the value of what they buy, and are buying products that truly have action on their concerns. They are now skeptical of brands that use the word “sustainable” without any backing, are eager to understand more about greenwashing ingredients, and are now equipped with more knowledge about science-backed solutions. 

According to data collected across ten countries, 49% of consumers believe that science-backed ingredients and technological usage in beauty products make them more effective. For example, in China, 57% of consumers say they are willing to spend more money on skincare products that are backed up by scientific claims. If we look at a concrete ingredient, biotech retinol has interested 77% of global consumers according to Givaudan’s survey.

The effects of these products on hormones are also a growing concern for consumers, with increased research being conducted around the thousands of identified hormone-disruptors that people are looking to avoid. From endocrine disruptors, to chemicals linked to cancer, reproductive or developmental harm, consumers now have access to more knowledge now than ever before, and do thorough research before buying. Thus, it is our role to educate them correctly on the new formulations and products, and communicate the benefits of biotech - ensuring safe ingredients and formulations, while striving for more efficiency and sustainability. 

Consumers want to tailor their routines, whether skincare, bodycare or hair care for the maximum effectiveness and to achieve long-term results. It’s not just about quick fixes anymore - it’s about building a regimen that supports skin health over time, and incorporates trusted, high-quality ingredients. This shift reflects a demand for thoughtful formulations that work smarter, not harder, empowering consumers to achieve their goals with confidence and care.

From Likes to Buys - The Power of Influencer Marketing in Biotech 

During the last decade, influencer marketing has revolutionized the way consumers discover and buy beauty products. With trusted voices showcasing their favorite brands and routines, influencers bridge the gap between curiosity and purchase by offering authentic, relatable experiences. 

But is this enough to bring consumers towards biotech? The data speaks for itself. When comparing the skincare content mentioning “biotech” terms, from the first half of 2023 to the first half of 2024, there are interesting stats according to Traackr: 

• +74% activated influencers 
• +69% mentions 
• +22% engagements 
• +8% video views 

Even more interesting is in the instance of hair care. The growth within the same time frame showcases both the impact of influencer marketing as well as increased consumer interest in biotech: 

• +161% activated influencers  
• +169% mentions 
• +382% engagements
• +257% video views 

The rapid growth of interest in biotech-based products, particularly in hair care, reflects a significant shift in consumer priorities. With innovations offering highly effective, science-backed solutions, biotech is addressing concerns like scalp health, hair damage, and hair loss with precision and reliability. Most importantly, biotech allows for products that can be used for every hair type, without exclusion. Consumers are drawn to these products because they combine sustainability with performance and inclusivity, using natural processes and advanced technology to deliver real, visible results. 

As people become more informed about the benefits of biotech - such as customizability, eco-consciousness, and cutting-edge ingredient efficacy - their preference for these products continues to rise, making them a cornerstone of the beauty industry’s future. 

Conclusion

With the evolution of the beauty and personal care industries, it’s clear that consumer expectations are reshaping the market. The data Givaudan Active Beauty provided highlights a preference for biotech innovations once the consumer is well educated on the topic. This is fueled by the clean beauty movement, ingredient transparency, and the influence of trusted voices in the digital space. Consumers are more informed and intentional than ever, demanding products that sign with their values, deliver long-term results, and reflect the latest in sustainable science. 

For brands, this is an opportunity to lead with authenticity, innovation, and a commitment to quality - offering solutions that resonate deeply with this new wave of conscious consumers. By embracing these trends, the beauty industry is not only meeting today’s demands but also building a foundation for a future that’s cleaner, smarter, and more connected than ever before. 

👉 Ready to educate consumers and help them achieve their goals? Explore our range of biotech-driven ingredients and discover how science and sustainability can transform your products.

Thank you to Givaudan for sharing their exclusive biotech data extract from their Biotechnologies Global online survey for this article! For questions regarding the results, please contact global.cosmetic@givaudan.com. Discover their ingredients on Covalo.