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 ingredients" (48%), and "non-toxic or clean formulations" (45%). Others prioritized "minimal 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. While skin care priorities may vary from hydration to protecting overall skin health, essential oils and plant-based ingredients have long been valued for their ability to support more holistic care when used intentionally.

"When formulations are kept simple and ingredients are chosen with purpose, botanicals can offer unique support for hydration, balance and overall skin wellness in a gentle, yet effective way," says Elena Mercurio, aromatherapist and educator for Aura Cacia.

Beginning a clean beauty routine doesn't have to be complicated. It starts with understanding how essential oils and carrier oils support your skin.

• Essential oils, such as lavender or tea tree essential oil, are highly concentrated plant extracts known for their aroma and targeted benefits. Because of their potency, they must always be diluted before being applied to the skin.
• Carrier oils, such as jojoba oil, sweet almond oil or castor oil, act as a base to safely dilute and apply essential oils to your skin. They contain antioxidants, vitamins and minerals that provide deep nourishment and support everyday skin needs.

Tips for everyday clean beauty needs

Thoughtfully chosen essential oils and carrier oils can transform simple daily self-care routines into nourishing rituals, particularly in skin care.

• For face: Create a nourishing and toning facial serum by diluting neroli and lavender essential oil in rosehip oil and jojoba oil. Massage a small amount into clean, slightly damp skin in the morning and before bed.
• For body: Use plant-based carrier oils and body butters as daily moisturizers. These provide easy, skin-loving hydration. For deep hydration, try jojoba oil or castor oil. Both are non-comedogenic and work well as daily moisturizers or overnight treatments depending on your skin's needs.
• For hair: Use argan oil for rejuvenating hair and scalp massages. Customize your routine by blending one to two drops of your favorite essential oil into each small dropperful of argan oil for a personalized touch.
• For nails and cuticles: Massage castor oil into your nail beds and around cuticles to lock in moisture, soften skin and support healthier-looking nails.

Mercurio notes that personalization is key when working with botanicals. "Everyone's skin and hair have different needs," she explains. "Starting with a few carefully selected plant oils allows you to build a routine that feels simple, effective and tailored to you."

This approach works whether you're at home or on the go, like singer-songwriter Avery Anna. When Avery is on tour, simplicity is key for her skin care routine. "When I'm on the road, I don't want anything complicated," she shares. "A few oils like frankincense and rosehip oil help keep my skin feeling hydrated and plump, even on my busiest days."

Behind every Aura Cacia bottle

Aura Cacia is rooted in helping you feel good inside and out, from the natural grounding effect of our products and the peace of mind that comes with knowing your choice supports ethical and socially responsible practices. According to the survey, 41% of respondents associate clean beauty with accountability: prioritizing transparent ingredient decks, third-party certifications and environmentally friendly practices.

"We understand that clean beauty also has ethical implications," says Kellison. "That's why all our products are cruelty-free, with no preservatives, artificial colors or synthetic fragrances. We also offer an extensive line of USDA Certified Organic options, reflecting our commitment to both personal wellness and broader social and environmental impact."

Central to this commitment is the Aura Cacia Positive Change Project, which is celebrating 10 years of investing in organizations that help women and girls make transformational improvements in their lives. Since its launch, the program has contributed more than $1 million to organizations supporting meaningful change across the U.S. and Canada.

Clean beauty that aligns with key values and meets personal care goals is now within reach. To explore skin care tips and discover the full range of Aura Cacia skin care products, visit https://www.AuraCacia.com.

Survey Methodology: Suzy conducted a custom survey in December 2025, among a sample of 1,005 U.S. women 19-65 years of age.