The case for naturally pigmented skin care

ABSTRACT

Skin care has traditionally been formulated to appear white, reinforcing outdated associations between whiteness, purity, and efficacy. However, many beneficial natural ingredients possess inherent colour and refining them to achieve whiteness can reduce bioactivity and increase processing demands. This paper outlines the scientific rationale for retaining natural pigmentation and presents an international survey (n = 1002) assessing consumer attitudes toward non-white formulations. Despite expecting creams to be white, 97% of respondents were willing to use naturally coloured products, with minimal concerns about safety or performance. These findings indicate growing global acceptance of naturally pigmented skin care and support a shift toward more sustainable, authentic formulation practices

For decades, skin care creams, lotions, and serums have been expected to be white or colourless. This convention—based on the historical association between whiteness, purity, and stability—has influenced formulation strategies, processing techniques, and consumer perceptions.¹ The link between whiteness and 'clean' beauty is deeply rooted in marketing.