Aluram: Hero Ingredients and Clean Claims

Aluram: Hero Ingredients and Clean Claims Spur Growth

Aluram was the fastestgrowing salon hair care brand in our Kline PRO database, advancing over 500% in sales to reach $6.6 million at the retail level in 2020. The brand maintained an upward path as it continued to expand into new salons across the United States. A key component of Aluram’s success is the presence of hero ingredients in its products, such as coconut water and marula oil. Its products are also vegan as well as free from sulfates, gluten, and parabens, strengthening its appeal to consumers looking for clean brands. For additional brand insights, follow our Kline PRO report. 

Natural and Clean Beauty 2021

Clean Claims Resonate in 2020 and Help Propel Natural Personal Care Products Market

While 2020 saw significant market changes and shifts due to the coronavirus pandemic, one trend remained constant: The market for clean and natural products continued to advance. Claims of clean ingredients have trended for years in the United States, promoting the idea of product safety by eliminating controversial chemicals from formulas. The idea of safer formulations, especially in categories such as deodorants and antiperspirants and personal cleansing, resonated with consumers during the time of the public health crisis, helping to propel the natural personal care market upwards of 5%, according to Natural and Clean Beauty: United States Market Analysis & Opportunities  (published in January 2021) Continue reading

Hero Ingredients

Hero Ingredients Shake Up the Natural Beauty Space

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.Continue reading