Now topping an estimated $36 billion at the manufacturers’ level and experiencing more than five consecutive years of double-digit growth, the natural beauty and personal care market is as vibrant as ever. Once thought of as a passing trend, the natural and organic movement has solidified itself an industry mainstay that gets stronger each year thanks to growing consumer demand and higher performance products.
Having natural ingredients alone used to be enough to satisfy the core natural user, but now that the trend has moved squarely into the mainstream, it’s more critical than ever that products deliver results. Ongoing innovations have helped boost product efficacy, such as the use of Japanese indigo by Tatcha to target inflammation or rose gold pearls to add luminosity in BareMinerals’ latest launch, Invisible Light Translucent Powder Duo.
On the competitive front, leading natural players like Burt’s Bees (Clorox) and Origins (EL Companies) continue to outpace the overall beauty market, while countless newer brands, such as 100% Pure and RMS Beauty, are quickly gaining traction.
We’ve also seen continued attention given to this space by retailers. Target continues to add new natural brands to its already impressive roster, most recently adding nügg skin treatments and Fig+Yarrow. Credo Beauty, which first began as an online store dedicated to natural personal care brands, has recently opened a second location in New York, slowly executing its plan to become the first national multi-brand beauty specialty store chain to focus solely on natural personal care products. Sephora continues to give attention to this area through its website, which currently features a video, “Introducing Future Naturals, Let’s Get Real About Natural Ingredients That Really Work,” along with a related product lineup. Spacke NK also devotes increased shelf space to natural cosmetics products.
We are now kicking off the next edition of our Natural Personal Care Global Series to help industry participants cut through the clutter and provide intelligence that they really need to know about for this ever-evolving market and its vast array of players, old and new. This eighth edition of the series will feature deep insights on two of the largest and most advanced markets for natural personal care where trends often begin: the United Kingdom and the United States. It will also have bonus granular coverage on the skin care sector.
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