Written by Lloyd Barker
There's been a major shift happening in the beauty industry. Not only are beauty brands stripping out potentially harmful ingredients, millennials, in particular, are demanding cleaner makeup and skin-care alternatives. Kline (US Health & Beauty Market Analysis) for example, predicts the natural cosmetics and skincare market will hit $50 billion this year (2019).
Although natural beauty brands are nothing new, many of the best-known natural personal care brands — like Burt’s Bees, The Body Shop and Aveda — were founded over 25 years ago. Following the ban on micro-beads, beauty brands are really lifting the lid on natural, organic and eco-friendly products.
An increase in customer awareness of the chemicals used in everyday cosmetics is the primary driver of the growth of the natural beauty market. “Two decades ago there was very little information,”says Lloyd Baker, MD of Cozmetica, the sole UK distributor for prestigious spa brand GAYLIA KRISTENSEN, it’s USP being the combination of science with plant derived nature – Natural Molecular Cosmetics. Now, there are plenty of websites that provide a comprehensive database of “chemicalfree” ingredients and beauty products. Consumers are more aware of what is in the product and I think it’s the result of knowledgeable beauty journalists and their blogger counterparts. Consumers tend to move along the awareness spectrum, initially with food. They think about what they’re putting in their body, before starting to consider what they are putting on it”.
It seems that natural beauty follows the curve of the food business. But what is natural beauty?
Currently it’s an unregulated term, so consumers should and do, educate themselves as to ingredients that they wish to avoid. Certified organic and natural skincareproducts should ultimately protect, soothe and nourish your skin. Free from parabens and non-toxic, cruelty-free, vegan, sulfate-free, safe in pregnancy be gluten-free and boast recyclable packaging. They contain active or principal ingredients, botanical concentrates and vitamins, derived from nature (i.e.: plants!).
The Soil Association claim that organic beauty products offer higher levels of antioxidants (up to 60%), sustainably sourced organic ingredients, transparent manufacturing processes, biodegradable ingredients, minimal packaging with maximum recycled content and safeguard wildlife and biodiversity.
As more consumers also turn to a vegan lifestyle, beauty brands have been quick to establish this choice. They have toned down the “techno-speak” in their marketing messages and replaced it with a more natural vocabulary, using words such as “healing” and “soothing,” rather than scientific terms.
Whether brands are proudly wearing the Leaping Bunny logo on their products to indicate that they are cruelty free or are completely vegan – cosmetic companies are becoming more aware and active in making cosmetics and skincare more ethical. For a product to be vegan, it must not contain any animal products or by-products or be tested on animals. A trend set to grow and grow.
Natural products are the future but because of sketchy industry regulations, it's important to do some homework so you know what to look out for when choosing your own natural skincare. Understand the brands that are out there and which ingredients best to avoid, as well as those that you wish to work into your skincare routine. If all else fails and you're not quite sure what to start looking for, just make sure there's no petroleum products, no animal products, and lots of wonderful plants.
It’s never been easier to look amazing and go green at the same time!