Increased media focus on sustainability, provenance and the environment is striking a chord with consumers of all types of products; cosmetics and toiletries is no exception. The trend for organic and natural food has spilled over into beauty as consumers start to question what they are putting on their bodies. “The upward trend in the natural personal care market has been carried from natural food products,” affirms Carrie Mellage, director of personal care products for U.S. research company Kline*. “Natural personal brands are considered to be more trustworthy and do not harm the skin.”
Not only does this mean taking a stance on natural/organic ingredients, but also reflecting on whether it is ethical to use a product that has been flown thousands of miles across the world or includes ingredients that may endanger the environment and people’s livelihoods. “It’s great to have exotic ingredients, but not if they are destroying rain forests,” maintains Nica Lewis, head consultant for GNPD Cosmetic Research, Mintel*.