Natural and Clean Beauty Global Series: Market Analysis and Opportunities

Regional Coverage: Brazil, China, Europe and the United States

Published: July 2020
Base Year: 2019
Forecasts to 2024
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U.S. Published: January 2021
Brazil Published: April 2021
Europe to be Published: July 2021
China to be published: Q2 2021
Base Year: 2020
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This report series contains an in-depth analysis of the dynamic market for naturally positioned, clean, and organic beauty and personal care products. Focusing on market size and growth, key new launches and product trends, and retail outlet breakdowns, this robust analysis features our assessment of brands’ true degrees of naturalness based on Kline’s proprietary rating scale.


  • Two key deliverables: an interactive online database and a comprehensive written report
  • For this report, “natural” is defined as all brands that use being natural as a core element of their positioning.
  • This report uniquely separates the market into two distinct segments: truly natural products and those that are simply inspired by nature.
  • Professional use (back-bar) products are excluded from the analysis.

Table of Contents of the U.S. Report


  • Scope
  • Sources and methods

Market Overview

Available for U.S. report only

  • Market size and growth
  • Market drivers and trends
  • Sales by product class and product category
  • Natural ingredient rating analysis
  • Category developments
  • Competitive landscape
  • Key and emerging brand snapshots
  • Retail landscape
  • Key marketing initiatives
  • Outlook to 2025

Brand Profiles for the U.S. Volume only

Brief profiles, as shown in table 1, for approximately 10 brands/companies will be provided. Information will include company overview, sales estimates, natural rating, primary distribution channel, and outlook.

Arbonne Dr. Bronner's Honest Pacifica Weleda
Aveda​​​​ Drunk Elephant Kiehl's Schmidt's Youth to the People​​​​
Aveeno​​​​ Garnier Kopari SheaMoisture*
Beautycounter* Glow Recipe* Love Beauty & Planet Thayers​​​​*
Briogeo* Hand in Hand*​​​​ Lush Tom's of Maine​​​​
Burt's Bees​​​​* ​​​​Hello Products* Native* Tula Skincare*
* Brands profiled in the U.S. volume

Contents of Database Available for Brazil, China, Europe and U.S. markets

Interactive database broken down by company, brand, product class, and category. Also includes brands’ certifications for natural, organic, and vegan.

Deodorants and antiperspirants
Facial skin care
Hair care products​​​​
Hand and body lotions​​​​
Lip balms, jellies, and treatments​​​​
Oral care products​​​​
Personal cleansing products​​​​
All other skin care-a​​​​
All other-b​​​​
a- Includes sun care, baby skin care products, and skin care for men
b- Includes shaving products and miscellaneous products​​​​

Report Benefits

This report serves as an excellent resource for manufacturers and formulators of natural personal care products. Specifically, it provides:

  • A highly reliable and independent assessment of the natural personal care market
  • An assessment of category and product trends as well as industry dynamics, including how naturally positioned brands are performing compared to conventional players
  • Identification of potential acquisition targets

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