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市場調查報告書
商品編碼
1865420
全球天然護膚市場:預測(至2032年)-按產品類型、成分類型、價格分佈、最終用戶、通路和地區進行分析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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根據 Stratistics MRC 的一項研究,預計到 2025 年,全球天然護膚市場價值將達到 183 億美元,到 2032 年將達到 291 億美元。
預計在預測期內,天然護膚品包括以植物來源、礦物和生物基成分配製的臉部和身體護理產品,強調透明的原料來源和減少合成成分的使用,同時保持其功效和安全性。健康生活方式的興起、零售商的潔淨標示標準以及透過社群媒體進行的宣傳活動是推動市場成長的主要因素。品牌之間的競爭主要體現在臨床驗證的功效聲明、感官體驗和永續包裝等方面。規模化發展需要可靠的植物原料供應鏈、穩定的配方以及能夠讓謹慎的消費者和零售商放心的權威認證。
根據環境工作小組(EWG)的說法,消費者對不含化學成分的護膚品的需求正在飆升,歐盟已禁用超過 1800 種成分。
消費者對成分安全性的日益關注以及清潔美容趨勢
消費者越來越關注產品標籤,傾向於選擇他們認為更安全、更透明、更環保的配方。這種轉變推動了對天然活性成分、低致敏性基底和第三方認證的需求,迫使品牌重新評估其配方並清楚地揭露成分。此外,社群媒體和零售商的標準也在強化「清潔」理念,促進貨架更新和高階產品線的擴張。同時,有關環保聲明真實性的監管趨勢正在建立信任,鼓勵消費者選擇經過認證的天然護膚,並有助於維持核心臉部保養產品的高階價格。
天然成分保存期限縮短與配方挑戰
天然乳化劑、油脂和植物萃取物容易氧化變質,縮短溫和型防腐系統的保護期,延長產品保存期限,增加退貨風險。研發團隊必須在功效、微生物安全性和感官美觀之間取得平衡,同時限制合成成分的使用,因為合成成分會延長研發週期並增加成本。此外,濕度、溫度和包裝等因素也會影響產品的穩定性,尤其是在高保濕霜中。這些因素限制了產品在大眾市場通路的規模化生產,因此,更嚴格的低溫運輸管理和一次性使用策略對於維持產品的長期品質至關重要。
男士天然護膚及進軍新興市場
男士護理的日益普及和人們對健康日益成長的關注,為無硫酸鹽洗面乳、天然鬍後膏和極簡護膚流程創造了新的市場機會。同時,新興市場年輕人口眾多,電子商務迅速發展,消費者更青睞價格親民的植物來源產品。此外,亞洲物價上漲的趨勢也推動了高利潤精華液和天然護膚品的銷售,而本地特色植物成分則提升了消費者對產品的親和性。此外,與電商平台和藥局零售商的管道協同效應,使得消費者能夠快速試用和補貨,而收入的成長和對成分知識的了解也促進了消費者發現新產品並重複購買。所有這些因素共同為天然護膚市場創造了巨大的成長空間。
「綠色清洗」行為可能損害消費者信心
模糊的「環保/清潔」宣傳和檢驗的認證標誌會損害消費者信任,並招致監管審查和法律風險。歐盟消費者權利指令(EU)2024/825及其相關提案加強了對常見環境聲明和標籤的規定,要求品牌提供可靠數據支援。此外,媒體對誤導性宣傳的關注也會增加整個美容產業的聲譽風險。
疫情初期衝擊了實體零售,但也加速了消費者對線上產品的探索和護膚行為的重視。封鎖期間,人們開始轉向自我護理、居家護理和「極簡護膚」模式,而口罩引發的皮膚問題(「口罩痘」)則推動了對溫和、天然、不堵塞毛孔產品的需求。此外,電商、社群化銷售和線上諮詢拓展了試用管道,品牌也因此將預算重新分配到數位內容和訂閱服務上。即使在實體店重新開業後,混合式購物模式依然盛行,這為那些在所有管道都提供值得信賴的科學依據、安全性和透明聲明的天然臉部保養和皮膚化妝品系列帶來了持續成長。
預計在預測期內,臉部保養產品細分市場將佔據最大的市場佔有率。
預計在預測期內,臉部保養產品細分市場將佔據最大的市場佔有率。消費者越來越關注針對老齡化、痤瘡和色素沉著等問題的針對性解決方案,並積極尋求這些敏感部位的天然替代品。不斷湧現的創新精華液、保濕霜和洗面乳使該品類保持活力,並具有重要的經濟價值。臉部護理產品在個人形象和第一印像中扮演著核心角色,確保其作為整個天然護膚市場的基礎,能夠持續創造穩定的收入。
預計在預測期內,高階產品細分市場將實現最高的複合年成長率。
預計在預測期內,高階產品細分市場將實現最高成長率。推動高階市場成長的因素是,消費者將高價格分佈與卓越的功效、先進的天然配方和符合道德規範的品牌價值聯繫起來。這些眼光獨到的消費者願意投資含有稀有植物成分、經科學驗證的天然活性成分以及永續包裝的產品。高階天然護膚被視為對長期肌膚健康的投資,也體現了一種健康的生活方式,這種認知使高階產品細分市場成為成長最快、盈利最高的市場區隔。
預計北美將在整個預測期內保持最大的市場佔有率,美國將佔據主導地位。這一主導地位歸功於消費者較高的意識、可支配收入以及清潔美容運動的早期普及。該地區聚集了大量引領潮流的天然護膚品牌,並擁有完善的零售基礎設施,能夠有效地觸及精明的消費者群體。此外,關於成分安全性的嚴格監管討論持續推動市場向更清潔的配方發展,鞏固了北美作為成熟且以營收主導的市場的地位。
亞太地區預計將成為天然護膚品產業未來成長最快的地區,這主要得益於經濟和文化因素的強強聯合。新興中產階級購買力不斷增強,正迅速接受系統化的護膚流程。此外,亞太地區對源自傳統習俗的天然草本成分有著強烈的文化親和性。中國、韓國和印度等國家擁有龐大且具備數位素養的人口,為市場擴張提供了沃土,使亞太地區成為天然護膚產業未來成長的中心。
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.