Abstract
The cosmetic industry is undergoing a paradigm shift toward circular economy principles, driven by growing environmental awareness and demand for sustainable formulations. Upcycled cosmetics—products utilizing by-products from agri-food and beverage industries as functional cosmetic ingredients—represent an innovative approach to reducing bio-waste while delivering bioactive skincare benefits. This study investigates consumer perceptions, perceived efficacy, safety concerns, and purchase intentions regarding upcycled ingredient cosmetics through a cross-cultural empirical investigation. Utilizing a cross-sectional survey design and choice-based conjoint analysis, data were collected from 1,248 adult consumers across North America (United States, n = 612) and East Asia (South Korea, n = 636). Findings reveal that while environmental consciousness positively influences willingness to adopt upcycled beauty products, perceived product efficacy and ingredient safety remain the dominant determinants of purchase choice across both cohorts. Conjoint part-worth utilities demonstrated that botanical side-stream origin (e.g., spent coffee grounds, citrus peel extracts) significantly outperformed animal-derived or fermentation by-products in consumer preference. Furthermore, cross-cultural differences emerged regarding certification transparency and price sensitivity, with East Asian consumers placing higher relative importance on dermatological verification and safety certifications, whereas North American consumers exhibited greater sensitivity to carbon footprint reductions and cruelty-free claims. These insights provide strategic implications for cosmetic formulators and brand marketers seeking to accelerate the mainstream adoption of circular beauty products.
