Trends in natural beauty

The trend for natural beauty products is well established across the world as growing numbers of consumers reject chemical-laden formulations in favour of alternatives. These are perceived to be better for them and the environment. The pursuit of a healthy lifestyle is also helping to fuel the trend. However, many consumers remain confused over what constitutes a natural beauty product. According to Ecovia Intelligence, the global market for natural and organic personal care products was worth $9.6bn in 2016, rising by just under $1bn per annum. Between them, Europe and North America account for 90% of all sales and continue to show the highest growth in terms of sale value. By contrast, Asia is the fastest growing in terms of percentages, with many countries, including China and India reporting double-digit growth.

Global Data’s 2016 primary consumer research shows that global interest and engagement in beauty and grooming products making natural claims is high. However, interpretation of what natural means differs by region. For example, in Asia and North America natural means “real ingredients” above all else. “The incorporation of ingredients that consumers perceive to be untampered with and non-artificial is therefore essential,” comments Lia Neophytou, associate analyst, GlobalData.

Surprisingly, “ethical/sustainable production methods” is the attribute ranked lowest by GlobalData’s global respondents in communicating the concept of natural. Yet, sustainability is a major trend in the natural and organic beauty industry, according to Ecovia Intelligence, which has seen brands going beyond developing natural or organic formulations to adopt various green initiatives. Neal’s Yard Remedies is a pioneer in this respect and the first major organic cosmetics brand in the UK. The company was one of the first to adopt the Soil Association organic beauty standard. “It has invested considerably in sustainable sourcing projects and was the first high street retailer to become Carbon Neutral,” comments Amarjit Sahota, founder and president, Ecovia Intelligence.

The natural beauty trends of the future will stem from consumers increasingly holistic understanding of health and wellness, predicts Neophytou.“Perceptions surrounding what constitutes a healthy lifestyle are expanding and catalysing innovation across the beauty and grooming industry,” she states. In particular, there will be more transference of food and beverage ingredients with healthy “halos,” fueling the perception that what is good for you internally must also bring benefits when applied to the skin.

Finally, customisation and DIY beauty will become another way to get consumers more engaged in natural beauty. “Understanding what is and isn’t natural is a daunting labyrinth for consumers,” maintains Chidley. “DIY beauty can be the first step to demystify beauty products, giving consumers the confidence that they need not be complicated and they can get involved forcing the market to become more transparent and sustainable.”

AUTHOR:

Imogen Matthews, Consultant to In-Cosmetics, Oxford, Great Britain