With knowledge accessible on finger tips, consumer mindsets are changing rapidly. They are keener to know what goes into their products. Chemicals, claims and product features are no longer an attraction to the trained, they are becoming every user's curiosity.
Some recent examples:
Johnson’s Baby care declaring 100% ingredient transparency disclosure for its product lines (https://www.jnj.com/latest-news/johnsons-unveils-new-baby-product-ingredient-transparency-disclosure). The company has taken further steps to declare the fragrances comply with International Fragrance Association global standards as well as go through rigorous in-house testing.
Unilever in Feb 2017 voluntarily committed to declare ingredients including fragrance constituents down to 0.01% for its home, beauty and personal care businesses in USA and Europe which includes 3000 products. A detailed section of product contents is now available on the company website along with an online search tool (https://www.unilever.com/news/press-releases/2019/unilever-delivers-enhanced-ingredients-transparency-for-its-home-and-beauty-and-personal-care-products.html).
Proctor and Gamble in its press release in Aug 2017 is expected declare ingredients including fragrances by end of 2019. (https://news.pg.com/press-release/pg-corporate-announcements/pg-expands-transparency-commitment-include-fragrance-ingred)