The Hellenic Vegetarian Association, HellasVeg, presents the results of a recent groundbreaking study it conducted on identifying consumer behaviors and market trends in Thessaloniki regarding vegan cosmetics. This is a local-scale research initiative carried out by HellasVeg in collaboration with a qualified team of students from Worcester Polytechnic Institute (WPI) in Massachusetts (USA). Specifically, four students and two supervising professors participated in the “Interactive Qualifying Project – IQP Program” at WPI from March 17, 2025, to May 7, 2025, in Thessaloniki. The program aimed to develop project-based work through the “project-based learning” method integrated into the curriculum for new engineers to enhance their social skills. The students’ contribution was voluntary and within the framework of their academic duties.
The students’ action plan was based on a mixed methodological approach, which included:
1) Quantitative research in commercial cosmetics stores through structured questionnaires, with a sample of 122 consumers.
2) Qualitative research with interviews, using structured open-ended questions, with seven industry professionals: dermatologists, podiatrists, retailers, and manufacturers.
3) Documentation of the availability of vegan cosmetics from a sample of 23 companies operating in the pharmaceutical, skincare, and broader cosmetics sectors.
Key Findings:
A. Findings from the Consumer Research
Consumers exhibit a low level of awareness and information regarding certifications. Specifically, while 70% of respondents have encountered vegan labels or certifications on cosmetics products, only 26% correctly defined “vegan” as the complete absence of animal ingredients and animal testing. This indicates a communication gap between producers, sellers, and consumers, highlighting the need for targeted information.
Ethical and ecological sensitivity are primary reasons consumers choose vegetarian solutions. Specifically, the main motivations for purchasing vegan cosmetics were ethics towards animals (61%), environmental protection (56%), and health benefits (55%). Additionally, 70% of respondents expressed significant concern about the use of animal ingredients in cosmetics, while 50% worry about the practice of testing cosmetics on animals.
The market for vegan cosmetics shows increased demand, but practical obstacles hinder their development. Specifically, 85% of respondents would prefer a product with clear vegan labeling if the price and quality were the same as a conventional product. However, among them, 45% identified limited availability as an obstacle, while 39% mentioned high costs. Thus, the need for greater purchasing accessibility is confirmed.
Consumers seek greater transparency, adequate information, and the cultivation of a trust relationship with businesses. Specifically, 54% stated that they cannot reliably recognize animal-derived ingredients used in cosmetics products. Furthermore, 68% of participants consider certification by an independent body important to ensure the objectivity of the “vegan” designation.
B. Findings from Industry Professionals’ Interviews
Interest in vegan products has significantly increased since the pandemic, particularly among younger consumer generations (Gen Z & Millennials), who are turning to more ethical, healthy, and sustainable choices. However, according to industry professionals, a key obstacle in promoting vegan cosmetics is the widespread perception that these products are less effective or slower-acting compared to conventional ones, particularly regarding makeup or haircare products. Additionally, there is considerable confusion around the term “vegan,” as many consumers confuse it with terms like “cruelty-free,” “organic,” or “natural.”
C. Findings from the Inventory of Vegan Cosmetics
Only 3 out of the 23 recorded brands in department stores offer certified vegan products, while many mislead consumers with inaccurate labeling and engage in “greenwashing” practices, conveying false impressions about their positive environmental impact.
The Greek Vegetarian Association, HellasVeg, actively monitors developments in the vegan cosmetics industry and contemporary purchasing trends and challenges, calling on consumers to seek certifications from independent bodies and to be responsibly informed before making purchases. At the same time, it urges businesses to adopt strict criteria for transparency and authenticity in their vegan product lines. This research aims to strengthen the effort for a more ethical and sustainable cosmetics market in Greece, placing Thessaloniki at the center of a rising movement that combines environmental responsibility, ethical stance, and innovation.
HellasVeg will continue its collaboration with Worcester Polytechnic Institute in the coming years on new and creative projects.
For the full text of the research, you can follow the link here, and for more information about HellasVeg’s activities, visit their website here.
Thessaloniki, August 25, 2025.