The market for natural personal care products continues its strong growth in 2018. The market is up nearly 10% from 2017, the strongest growth recorded in the last five years, according to our just-published Natural Personal Care: U.S. Market Analysis and Opportunities report. The growth is also expected to be nearly double that of the conventional U.S. cosmetics and toiletries market.
Hero ingredients continue to drive innovation in the naturals market, as well as the conventional market. These new ingredients have the potential to increase product efficacy and provide solutions to new skin concerns while serving as a marketing tactic. By advertising the inclusion of superfood ingredients, such as reishi mushrooms in Youth to the People’s Adaptogen Deep Moisture Cream, consumers can connect clean beauty to healthy eating.
Cannabis is another popular hero ingredient. The growing legalization of marijuana has consumers looking into the benefits of using these ingredients in their beauty routines. With the redness-reducing and anti-inflammatory properties becoming more widely known to consumers, product launches increase to keep up with market demands. Recent launches include Kiehl’s Cannabis Sativa Seed Oil and Peter Thomas Roth’s Green Releaf facial skin care line with a night cream and face oil.
Hero ingredients are also common in natural deodorants, which is one of the stand-out categories of the year. Recently acquired brands Schmidt’s Naturals, by Unilever, and Native, by Procter & Gamble, increase distribution channels and launch into mass merchandisers such as Target to reach a wider audience. The category is also made popular by the launch of Kopari’s Coconut Deo, an aluminum- and baking soda-free deodorant infused with coconut oil.
The naturals market continues to make waves in retailers as specialty stores launch new campaigns inspired by the natural beauty movement. Sephora launches the Clean at Sephora campaign to bring attention to brands that exclude controversial ingredients and disclose the ingredients labeled under fragrance. Stores display an outpost containing clean skincare and makeup products, while the website has a landing page for consumers to shop. Ulta adds new brands, such as Kopari, the Better Skin Co., Tula, and Triology, while clean beauty boutiques like Credo and the Detox Market continue to add new brands while updating their excluded ingredients lists.
Despite the efforts made by retailers and brands to bring attention to natural beauty and ingredients, greenwashing still exists in the market. Our custom-designed Natural Rating System (NRS) allows us to rank naturally positioned brands into natural-inspired vs. truly natural. Each brand is rated on a scale of 1 to 10, with 1 being highly synthetic and 10 being completely natural or organic. This allows us to divide the whole market into truly natural vs. natural-inspired to determine the growth rates and size of the naturalness level of the market. For more insights on this highly dynamic market, please refer to our just-published Natural Personal Care: U.S. Market Analysis and Opportunities report analyzing the latest trends and developments of the market and profiling 15 brands to keep an eye on.
Want to get a glimpse of our report’s findings? Don’t miss our complimentary live webinar, On a High: Natural and Cannabis Beauty Products, as we will talk about the main drivers of the natural personal care market and the most dynamic brands while tackling the cannabis movement in beauty.