Conscious consumer: How clean beauty builds loyalty through shared values

For years, “clean beauty” has been used as a marketing and influencer buzzword.

But we’ve moved beyond it being a simple buzzword and instead, it’s built into a movement.

Beauty consumers aren’t just buying products; they’re buying into principles. They want to know how their lipstick is made, where the ingredients come from, and whether the brand’s values align with their own.

And when those values do align? That’s when clean beauty brands transform casual buyers into lifelong advocates. Your clean beauty loyal customers become storytellers, referral drivers, and co-creators of your brand narrative. They represent both the products you produce and the mission you’re after.

In this blog, we’ll explore how clean beauty builds loyal customers who share your values, and how to grow your own conscious beauty community in an authentic, profitable way.

Why values are the new loyalty program

Traditional loyalty programs reward customers with points and perks. Conscious beauty communities reward them with purpose.

When your brand commits to sustainability, cruelty-free practices, or ingredient transparency, you’re signaling to customers that you care about the same things they do. That shared belief system creates a connection far deeper than any discount code can match (but also, this paired with a discount code never hurts).

In fact:

• According to NielsenIQ, 78% of consumers value a sustainable lifestyle.
• Gen Z and Millennials are 27% more likely to purchase from a brand when they believe the brand cares about its impact on people and the planet.  
• 84% of consumers need to share values with a brand to use it. And 6 in 10 Gen Z consumers feel a connection with people who use the same brands as them. 
• This goes a step further: 46% of Gen Z consumers also judge others based on the brands they buy or use—solidifying the power of community. 

The pillars of a conscious beauty community

If you want to create clean beauty loyal customers, your brand has to embody more than just clean formulas. It needs to clearly live by a set of values that guide every decision.

This doesn’t mean simply putting your beauty brand’s mission statement on your website; this means embodying your values in every area of your business.

Let’s look at some areas of the conscious beauty community: 

1. Sustainability: From recyclable packaging to carbon-neutral shipping, conscious beauty customers notice these details. Brands like RMS Beauty and Ilia win loyalty by integrating sustainability into every touchpoint—not just marketing copy.
2. Cruelty-free and vegan: For many consumers, cruelty-free beauty brands aren’t optional—they’re the only option. Clear certifications, public testing policies, and ingredient sourcing transparency build trust. e.l.f. has integrated being vegan and cruelty-free in all facets of their marketing, obtaining both Leaping Bunny and PETA certifications. 
3. Transparency: Break down ingredient lists in plain language that all customers can read. You can also go a step further and share behind-the-scenes videos of product manufacturing. Brands like Cocokind offer full ingredient lists on all their products. 
4. Community: Your community driven beauty network isn’t just your audience—they’re a network of like-minded people who can support and inspire each other. Herbivore Botanicals fosters this by sharing plenty of user-generated content from loyal customers on their social media. 
   

How clean beauty brands turn values into loyalty

The best sustainable beauty businesses make their customers feel like contributors to the mission. As humans, we all want to feel a part of something bigger than us, and being a part of a conscious beauty community is one way to achieve this.

Let’s break down how to involve your customers: 

• Share your why loudly and often: Your customers should be able to explain your mission in one sentence. For example, if your brand is about vegan beauty products, show how your products support animal welfare and ethical sourcing.
• Invite participation: Ask for input on new products, packaging designs, or sustainability initiatives. Run Instagram polls or beta programs that make customers feel heard and included. This can also double as an avenue for sharing UGC! 
• Reward advocacy, not just purchases: Instead of rewarding only sales, celebrate customers who share your content, post reviews, or have been signed up for your newsletter for a long time. If they care, show them that you do too.  
• Create shared rituals: Whether it’s a Sunday self-care challenge or a monthly refill program, shared rituals strengthen bonds and make your brand part of customers’ lifestyles.

Real-world examples of conscious beauty community building

Saie

Known for its “clean meets cool” philosophy, Saie blends high-performance makeup with a strong commitment to sustainability—using recyclable packaging, conscious ingredient sourcing, and initiatives like their Saie recycling program to reduce waste, or partnering with rePurpose Global. 

Kosas

This clean makeup brand has cultivated a loyal following by prioritizing both product performance and health-conscious formulas. Kosas’ messaging focuses on empowering customers to feel good about what they’re putting on their skin, while their inclusive marketing makes the brand feel approachable and values-driven.

Youth to the People

Youth to the People pairs clean, high-formulated vegan skincare with climate activism, responsible ingredients and packaging, and community grants. They started Good to the People Funds, which supports non-profits that prioritize empowering Black folx, indigenous people, people of color, women, and diverse LGBTQIA+ communities, proving that ethical marketing can be both profitable and purposeful.

Steps to build your own values-based beauty brand

Whether you’re entering the world of vegan beauty entrepreneurship or want to step up your ethical beauty marketing, here are some steps to get started:

1. Define your core values

Get clear on what your brand stands for and ensure it’s not a vague, fluffy statement that, at the end of the day, means nothing to customers.

Be specific—are you committed to zero-waste production, supporting women-owned supply chains, or banning a particular ingredient category? For example, Lush makes their values hyper-clear, sharing the following statement on their website:

“All business should be ethical and all trade should be fair. Individual companies should not stand out simply by not being damaging or unfair. No company should be trading from an unethical position and society has a right to expect as the norm fairness and resource stewardship from the companies that supply them.”

2. Align every decision with those values

From supplier selection to social media captions, your values should guide every move. This consistency will build credibility and recognition over time within your community.

For example, Merit’s social media captions provide transparent formula makeups, origin stories of products, and their mission for cleaner beauty standards. 

3. Educate your audience

Use ethical beauty marketing to teach customers about ingredient safety, sustainable swaps, or why your cruelty-free process matters.

Through mental health education, resource sharing, and their Social Impact Report, Rare Beauty is constantly educating their customers and audience, reaffirming values and positioning. 

4. Collaborate with like-minded partners

Work with other conscious brands or influencers whose audiences already share your values.

For example, Dr. Groot partnered with clean beauty influencer Amy Chang to promote their Korean haircare line launching in the U.S. market. 

Clean beauty = long-term brand love

In an era where customers can spot greenwashing from a mile away, clean beauty loyalty comes from authenticity. When your brand can consistently deliver on shared customer values, that’s when you start building community.

The most successful conscious beauty communities are built on transparency, participation, and shared purpose. And when you get that right? Your customers will market your brand for you because it’s their brand too.