Top States Searching for Cruelty-Free, Clean & Sustainable Beauty

New research from Eight Saints Skincare analyzed Google Keyword Planner search volume data across all 50 US states using 25 terms relating to cruelty-free, vegan, sustainable, and ethical skincare.

This research found the top 10 states looking for cruelty-free beauty, as well as ranked all 50 states. 

Total monthly searches were then compared with US Census population figures to calculate a search rate per 100,000 residents, allowing states of very different sizes to be compared more fairly. 

Jessica Maxcy, Brand Manager at Eight Saints Skincare, commented:

“Beauty shoppers have access to more information than ever before. For many people, choosing a product is no longer just about what it promises to do — they also want to know what is in it, where ingredients come from, and whether animals were involved in testing. 

The search also found sustainable beauty products per state. California had the most with 50, followed by New York with 40. Texas had 30, and most of the other states had 10, while a handful (Virginia, Illinois, Florida, and Pennsylvania) had 20.

Maxcy added:

“A lower search rate should not automatically be interpreted as people caring less about animal welfare or sustainability. Search behavior can be influenced by everything from product availability and brand awareness to the terminology consumers use. What the ranking does show is that interest in ethical beauty varies considerably around the country.”

Top 10 States Searching for Cruelty-Free Beauty

1. California
2. New York
3. Washington
4. Colorado
5. Massachusetts
6. Connecticut
7. New Jersey
8. New Hamshire
9. Oregon
10. Virginia