The clean eating trend has extended to cosmetics as Brits now fork out £5.3 billion a year on organic beauty products.
A poll of 2,000 adults found 69 per cent 'eat clean' where possible, limiting how much ultra-processed food they consume in the process.
But this increased awareness of what's in their diets has moved to beauty, with 47 per cent now seeking out products which boast natural ingredients, spending an average of £232 annually each.
Popular options include items which contain natural oils such as coconut, seed, tea tree, rosehip, moringa, and marula, with marine algae and seaweed also fashionable.
So too are products containing upcycled ingredients like coffee grounds and fruit peels, with plant-based options like bakuchiol also a draw for consumers.
The research was commissioned by St. Ewe Free Range Eggs to mark World Egg Day and the launch of its Beauty Report [https://steweeggs.com/the-surprising-beauty-benefits-of-eggs/] which reveals the little-known beauty benefits of eggs.
Bex Tonks, farmer and founder of the family-run egg business, said: “The clean eating movement has clearly spilled over into skincare - consumers are no longer just reading food labels, they’re scrutinising beauty labels too.
“They want transparency, simplicity, and ingredients they can pronounce, with natural ingredients non-negotiable for many.
“With dietary awareness seemingly shaping beauty routines, they’re now as concerned with what goes on the skin as they are about what goes in the body.”
It also emerged 71 per cent of those who buy organic products are so passionate about them they’d “happily” pay an average of 28 per cent more for them than they would for non-organic options.
With 16 per cent claiming they ‘always’ actively look out for goods containing organic ingredients, while 36 per cent often do.
The top reasons for purchasing such items include wanting to improve skin (48 per cent) and wanting to feel confident they know what they’re putting on their skin (40 per cent).
Other motivations include not wanting to use artificial ingredients (37 per cent) and having an increased awareness of ultra-processed foods (29 per cent).
The study, commissioned via OnePoll, also found 59 per cent consider what they eat and drink to be part of their beauty regime.
And the most popular sources of nutrition among such people are eggs (45 per cent), yoghurt (44 per cent), and berries (43 per cent).
Some (23 per cent) have even created beauty products and hacks using food produce like eggs, lemon, and vinegar.
Bex Tonks, farmer and founder of St. Ewe Free Range Eggs added: “We’ve always believed that beauty starts from within - and our new report shows eggs are a key part of that.
“It’s not just about what you eat, it’s about how those nutrients support your skin, hair, and overall glow.
“Eggs are full of nutrition - and now we’re seeing their benefits go beyond the breakfast table and into beauty routines.”
