The natural beauty industry has gone mainstream. Like the food industry where consumers are prioritizing natural attributes in their food selection, consumers are prioritizing natural in their beauty selections. 52% of skin care buyers report they have purchased all-natural products, and an additional 35% report that although they aren’t doing so today, they want to buy all-natural products.
It’s no coincidence that the best-selling beauty product brands on Amazon are all-natural brands free from synthetic chemicals. As of March 2019, the single best-selling skin care product on Amazon was an alcohol-free rose petal and witch hazel skin toner from legacy brand Thayers. And thanks to their natural essential oils, another Amazon superstar ArtNaturals is positing itself as BPA-free, cruelty-free, and eco-friendly.
According to Persistence Market Research (PMR), the global natural and organic personal care products market is expected to grow at a CAGR of 8.3%, to a valuation of $29 Billion by the end of 2028. Understanding what consumers are seeking in natural beauty will be a key for brands who want to win in this segment.
Consumers Are Seeking Products Free of Artificial and Toxic Ingredients
With beauty consumers we see the same desire to avoid artificial ingredients as we see with food, but we also see avoidance of ingredients that are considered toxic. About 48% of skin care consumers are seeking products free from chemicals like parabens, silicones, and sulfates and 32% report they plan to avoid these ingredients in the future.
Although in the US the FDA has not passed a major federal law to regulate the ingredients used in personal care products, brands have taken a stance to design non-toxic products and promote these benefits. One brand, 100% Pure, has defined what natural means for beauty and that is that the product is sourced from nature and has only undergone a change created by a naturally biological process. 100% Pure has a line of personal care products that are free from 56 ingredients that their products do not contain.
The Drunk Elephant brand takes the short-list approach to listing what their products do not contain with its “Suspicious 6” list including Essential Oils, Drying Alcohols, Silicones, Chemical Screens, Synthetic Fragrances/Dyes, and Sodium Lauryl Sulfate.
SW Basics takes a less-is-more approach and provides a list of their all-natural limited ingredients on their packaging. Typically comprised of 3-5 ingredients, these products make it simple for the consumer to understand what’s contained (and what’s not).
Consumers Are Seeking Positive Benefits from Their Skin Care
Being free from specific chemicals is a starting point for natural beauty consumers, but they are also seeking specific benefits from their beauty products. Similar to their food selections, consumers are seeking out organic, sustainable, and plant-based benefits from their skin care products.
Emerging brands like Juice Beauty have developed organic and all-natural formulations that claim to perform as well as conventional beauty products. The brand has gone through the rigorous testing process required by the FDA to become organic certified.
True Botanicals is an example of a brand that has delivered on the demand for plant-based products. This line of beauty products is cruelty free, non-GMO, and 100% vegan. The brand has worked with an independent body to develop clinical trials to prove the effectiveness of its natural and plant-based line.
Similar to the food industry, CBD is an ingredient to watch in the beauty industry. Although only 15% of consumers report buying CBD-infused beauty products today, 40% report they are interested in buying these products in the future. High Five is a brand catering to this trend with a line of beauty products infused with cannabis sativa oil that claims to help neutralize skin’s inflammatory response and balances skin function with adaptogenic action.
A New Certification Will Help Consumers Navigate the Category
A new certification for safe cosmetic and personal care products from the Environmental Working Group will help reassure consumers that beauty ingredients are safe. The program leverages the EWG’s Skin Deep Cosmetics Safety Database to simplify consumers’ shopping for nontoxic cosmetics, and guides beauty manufacturers and retailers in developing more conscious business practices.
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Linkage Research 2019
2019 Linkage Research