Lather vs. Label: Evaluating Consumer Bias Toward Clean Beauty in Blind Shampoo Trials

Kimaya Agrawal

doi:10.36948/ijfmr.2025.v07i05.58014

Lather vs. Label: Evaluating Consumer Bias Toward Clean Beauty in Blind Shampoo Trials

Author(s)	Ms. Kimaya Agrawal
Country	India
Abstract	This study examines the shift toward clean-label shampoo formulations by integrating internal sales and formulation data from Rossari Biotech Limited, a blind consumer-use experiment, and secondary market analysis. Rossari’s ingredient sales show declining demand for sulfates, silicones, and parabens, while plant-based surfactants like decyl glucoside and sodium cocoyl glycinate have more than doubled in volume since 2021. Formulation briefs reflect this trend, with over 65% of new shampoo projects in 2024 specifying clean-label exclusions. A blind-use test with ten Mumbai-based consumers compared a conventional SLES/silicone shampoo and a sulfate/paraben‑free plant-based alternative. While the traditional sample scored higher in terms of foam and feel, six of the seven initial participants who preferred the traditional version switched to the clean-label version after being informed about the ingredients. Nearly all respondents expressed willingness to pay more for a product labelled sulfate-free, plant-based, or paraben-free, even with modest performance trade-offs. Secondary research confirms similar market dynamics: plant-based shampoos carry 2–4× premium pricing and prioritise ethical branding. These findings highlight that ingredient transparency and environmental claims significantly influence purchasing decisions beyond functional performance. For suppliers like Rossari, addressing cost, stability, and conditioning efficacy within natural systems is essential to meet evolving consumer values. These findings align with psychological theories such as the halo effect and ethical consumerism, which explain how moral and environmental cues guide purchase behaviour beyond functional performance.
Keywords	clean beauty, sulfate-free shampoo, plant-based surfactants, consumer behaviour, ingredient transparency, personal care innovation, ethical branding, cosmetic formulation trends
Published In	Volume 7, Issue 5, September-October 2025
Published On	2025-10-15
DOI	https://doi.org/10.36948/ijfmr.2025.v07i05.58014

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Lather vs. Label: Evaluating Consumer Bias Toward Clean Beauty in Blind Shampoo Trials

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