A new study based on Google search data reveals that Oxford has the strongest interest in clean, green, and toxin-free beauty products in the UK.
The research by the prestigious UK organic skincare brand Rhug Wild Beauty analysed monthly Google search volumes for 22 terms related to clean beauty, green skincare, and sustainable cosmetics, including “clean beauty products UK,” “ethical beauty brands,” “sustainable skincare UK,” and “toxin-free cosmetics” across 50 UK cities. The search volumes were then compared against population figures to identify which cities most actively seek ethical, sustainable skincare options.
Oxford ranks first with 88 searches per 100,000 residents, a 158.8% higher search interest than the national average of 34. Oxford, home to 171,380 residents, recorded 150 monthly searches for clean beauty-related terms. Popular keywords include “clean beauty brands UK,” “toxin-free cosmetics,” “green beauty brands,” and “sustainable skincare products.”
Newcastle upon Tyne ranks second, with 83 searches per 100,000 residents, a 144.1% increase above the national average of 34. With a population of 192,382, Newcastle upon Tyne recorded 160 monthly searches including phrases like “clean beauty UK,” “ethical beauty,” “sustainable natural skincare,” and “transparent beauty brands.”
Bournemouth places third, with 79 searches per 100,000 residents, 132.4% more searches than the UK average of 34. The coastal city of 163,600 residents reported 130 monthly searches for keywords such as “clean beauty brands,” “green beauty products,” “ethical beauty brands UK,” and “sustainable skincare UK.”
Looking at the study, a spokesperson from Rhug Wild Beauty commented: “This data highlights a significant shift in consumer values regarding personal care.
“With cities like Oxford, Newcastle upon Tyne, and Bournemouth leading the charge, there’s a growing nationwide awareness of the importance of clean, transparent, and sustainable beauty. Consumers increasingly reject toxic or synthetic ingredients in favour of ethical, environmentally responsible alternatives.
“This presents a critical opportunity for brands to align with these values through honest labelling, sustainable sourcing, and cruelty-free practices. To meet this demand, brands must continue to invest in transparent formulations, plastic-free packaging, and local, traceable ingredients offering peace of mind to the ever-conscious British beauty buyer.”
Northampton ranks fourth with 69 searches per 100,000 residents, 102.9% higher than the national average of 34. The city generated 150 monthly searches among its 215,963 residents, focused on terms like “ethical beauty products,” “sustainable skincare brands,” and “green beauty brands UK.”
Croydon takes fifth place with 58 searches per 100,000 residents, a search activity 70.6% above the national benchmark of 34. The city of 173,314 people logged 100 monthly searches for terms like “clean beauty UK,” “toxin-free cosmetics UK,” “sustainable skincare,” and “transparent beauty.”
Warrington ranks sixth with 54.4 searches per 100,000 residents, followed by Portsmouth at 57 searches, Plymouth at 53.8, Norwich with 52 searches, and Aberdeen with 51 searches to round out the top ten cities most invested in clean beauty trends.
The study was conducted by Rhug Wild Beauty, a British organic skincare brand rooted in the Rhug Estate in Wales. Known for its dedication to wild foraged botanicals, sustainable packaging, and cruelty-free formulations, Rhug Wild Beauty is at the forefront of ethical beauty innovation.
