The clean beauty boom has gone mainstream.

In line with data from NielsenIQ, the movement for free-from and natural products has hit the mass market. Growth in such products overindexed when put next to beauty and private care sales, which grew 2 percent prior to now 12 months.

Anna Mayo, client director, NielsenIQ, believes the result’s due as much to retailers because it is to consumers. “People have really taken the time and are educated on it,” Mayo said. “There’s been a variety of retailer push behind it, Sephora has a clean program, which might be probably the most famous. Ulta has done a variety of work with its Conscious Beauty program, and Goal and Walmart have badges now.”

Equally considered, though, are claims around sustainability — a hot-button issue Mayo expects to only gain more traction. “Where we actually see things move in the longer term is around sustainability. Consumers have really adopted this mind-set of their products which can be “free-from,” and now they’re searching for recyclable packaging, water-free packaging, refillable, and perhaps products in glass packaging,” she added.

Here, see a snapshot of unpolluted beauty’s growth, based on NielsenIQ.

1. Total beauty and private care grew 2 percent prior to now 12 months.
2. Products free from parabens grew 3.6 percent, those free from parabens and sulfates grew 5 percent, and people free from parabens, sulfates and phthalates grew 13 percent.
3. In total, clean beauty grew 8.1 percent.
4. Of a very powerful product attributes, 40.2 percent of consumers search for natural ingredients.
5. 17.6 percent of consumers search for products that respect the environment.
6. 15.8 percent of consumers search for recyclable packaging, while 7.9 percent of consumers search for reusable packaging.
7. Gen Z shoppers are 1.3 times more prone to need to try products which can be “environmentally friendly.”

For more from WWD.com, see:

A Clean Beauty First? Saie Beauty Ventures Into Vintage Clothing

EWG Releases Latest Clean Beauty Certifications

Is Clean Beauty Still Relevant?