Pregnant women want more transparency from cosmetics brands

Have you changed, or would you change, beauty products during your pregnancy? A question that arises despite simplified routines, and more and more nature-oriented, since the start of the pandemic. Pregnant women are still expecting more transparency from brands during this very specific period, and regret not being able to trust all the players in an industry that has long since begun its green revolution. This is revealed by a study conducted by OpinionWay for the Ozalys* label, whose treatments are certified for pregnant and breastfeeding women.

Two out of ten women would be willing to design their own cosmetics

If women pay more and more attention to the products they apply to the skin, pregnancy naturally appears as a period during which they are even more vigilant. More than one in two women (51%) will even look twice at the list of ingredients in their cosmetics during pregnancy, and almost three quarters (73%) will only trust a selection of products. The majority of women surveyed (64%) will only turn to familiar products.

But this period turns out to be a real headache for women who – of course – do not want to take any risks. The quality and harmlessness of cosmetics appear to be two essential criteria during pregnancy, although 82% of women consider it difficult to decipher the list of ingredients in a product. The majority even admit that they are unable to distinguish the bad from the good ingredients. It should be noted that they pay particular attention to the composition of sun care products during this delicate period (71%).

Nearly two out of ten women (16%) would even be ready to design their own cosmetics during their pregnancy to compensate for this lack of transparency. A figure that is increasing among the younger generations, namely those under 35, showing a particular interest in home-made products.

More trust in healthcare professionals

Proof that there is still a long way to go in terms of transparency and trust in cosmetics players, an overwhelming majority of women (81%) would turn first and foremost to healthcare professionals for their cosmetics purchases. Only a fifth of the panel say they are ready to follow the opinion of the media or influencers, and 25% to turn to an application to choose their cosmetics.

The only problem in this quest for safe and healthy beauty products for the health of women and their future babies: the price. Nearly three quarters of respondents believe that they are still too high to access this type of beauty product.

Slide: Selection of organic and natural beauty products for pregnant women