The natural and organic personal care market has registered double-digit growth for the sixth consecutive year since Kline began reporting the burgeoning segment separately in 2007. Now at nearly $30 billion in global sales at the manufacturers’ level, natural beauty has solidified its position as a mainstay in the industry and as much more than a passing fad.

Growing consumer awareness and increasing efficacy of natural personal care products continues to attract consumers who are looking to move away from chemically processed personal care products. Plant-based ingredients were once enough to entice consumers; today a product’s function and efficacy are now regarded as at least as important as the ingredient source by many consumers.Continue reading→