Natural personal care products continue to conquer the beauty world, confirmed not only by the large crowd seen at the Vivaness show in Nuremberg this past weekend, but also by the dynamic growth this market experiences each year. While most marketers continue to innovate, bringing nature’s best ingredients to consumers’ faces and bodies, a new and unexpected entry is taking the market by the storm—Birkenstock Natural Care.
Best known as a leader in the footwear industry, Birkenstock is making its way into the natural personal care market with a natural beauty care line based on the same raw material that is also the key component of its original shoe insole: natural cork. Birkenstock Natural Care is comprised of five treatment ranges encompassing ingredients like arctic moss, argan oil, baobab, moringa, and elderberries, alongside cork oak extract, which has been discovered to provide anti-aging benefits. Coming in a unique design and equipped with a refill system and airless dispensers that protect the content from oxidation, contamination, and dehydration, this new brand is expected to
launch in select key markets this fall.
An array of novelties were displayed at this year’s show with many marketers tackling the sensitive skin care concern. Santaverde introduces Aloe Vera Hydro Repair Gel Fragrance Free, a delicate gel made from pure aloe vera juice and elderflower extract enriched with evening primrose oil and mango butter. L’Erbolario launches Delicalma, which is formulated with the extract of purslane and the organic extracts of ginger, oat, and helichrysum.
French manufacturer Cattier introduces Brin de Douceur, a new product line consisting of day cream, night cream, and micellar cleansing gel, all suitable for sensitive skin. Centered on the Pink clay – Cell’Intact couple, the new range promises to moisturize, nourish, and protect against pollution and other external aggressions, as well as improve the overall skin’s comfort.
Emphasizing the importance of skin protection against environmental influences, German marketer Lavera showcased its newest introduction: Hydro Effect Serum. The marketer celebrates its 30th anniversary this year in the natural personal care market and displayed many other novelties ranging mostly in body and hair care.
While innovation and newness certainly play an important role in the natural personal care market, product efficacy is what consumers are craving for the most in the natural space. French marketer Florame strengthens its product efficacy claims by stating on each package the percentage of satisfaction for the product’s main benefit and its certifications.
In deodorants and antiperspirants, Acorelle’s new range of four natural balm deodorants promises to deliver 100%-proven natural efficacy. According to our recently published Natural Personal Care Global Series report, this category is among the fastest growing ones, increasing by a vibrant 6% to 12% in established markets, such as the United States and the United Kingdom.
Like every year, one of the most exciting highlights was the Vivaness Novelty Stand. Among the winners of this year’s “Best New Product” award were Urtekram’s Nordic Berries Shampoo Repairing, part of the company’s new Nordic Berries line full of vitamins and antioxidants from sea buckthorns, blueberries, cranberries, and rose hips. In makeup, Dr. Hauschka takes it all with its Colour Correcting Powder, which combines luminous mineral pigments with nourishing botanical ingredients to provide a beautifully fresh complexion.
Kline’s recently published Natural Personal Care Global Series report takes a deep dive into the natural beauty and personal care market to reveal the latest market trends, developments, challenges, and business opportunities for its players. The analysis features natural ingredient ratings using Kline’s proprietary rating scale and bonus granular coverage of facial skin care.
