Natural beauty products aren't a young thing, rich thing, crunchy thing or hipster thing.

According to market researcher NPD Group, the interest in beauty items defined as natural, organic, green or socially conscious is reaching across every demographic group, even if sales are not always following.

In a new report, NPD reports 79 percent of 2,096 beauty shoppers very or somewhat interested in "natural beauty" products, but 64 percent reporting using them. That number dips to 26 percent usage of "green/eco-friendly" products, although interest is still high at 71 percent.

NPD's beauty analyst Karen Grant says the disparity comes from consumer confusion and skepticism.

" 'Natural' is the most important word, but people want to know more. They want to . . . know what makes it natural or organic," Grant says.

Perception that these products cost more also could be limiting use, she said, though most natural products are priced comparably to similarly positioned brands that use synthetics.

The industry also faces different challenges tied to age demographics.

Younger consumers are an easier audience to reach, according to NPD, but older ones are more loyal. "Older consumers are interested in recycling and have a broader world view; younger consumers are more likely to use natural products, but they're largely driven by what's new and might not stick with it," says Grant.

One big brand entering the natural-care market is Victoria's Secret Beauty, which is rolling out Naturally Victoria's Secret, a body-care line.