Sustainable positioning in natural beauty products

Healthy aging is never out of fashion. The global natural cosmetics market value is expected to grow from nearly US$34.5 billion in 2018 to around US$54.5 billion in 2027, according to Statista.

In the United States, the organic cosmetics market is expected to reach $1.65 billion by 2025, as the industry as a whole is expected to outpace the growth of the pharmaceutical and food industries, reflecting a rate of compound annual growth (CAGR) of 12%. according to PreScouter.

“The skincare category has the highest penetration of sustainable/ethical claims among all beauty and personal care categories,” said Lamberto Anzalone, Vice President of the US branch of ROELMI HPC. Moreover, younger generations are pushing the industry towards sustainable beauty. “Consumers rate the broader ethical and environmental impact of a purchase with the same seriousness as personal priorities, with benchmarks such as safety, transparency and ethical sourcing often taking priority.”

Recent studies and statistics reveal that face creams are one of the main growth drivers in the skin care category in the United States, but the “beauty from within” has also brought supplements to the table of healthy aging.

“The beauty industry is changing, with consumers growing interested in what they put in their bodies to address beauty concerns, not just on their bodies,” said Yamit Sadok, Senior Marketing Manager at Twinlab Consolidation. Corp., which owns beauty and wellness company Reserveage.

Formulations marketed as vegan and cruelty-free as well as paraben-free and synthetic dominate the market. However, PreScouter identified 58 product lines from leading cosmetic companies that market themselves with buzzwords such as naturally derived, organic, vegan, cruelty-free, bio-based, recyclable packaging, biodegradable, fair trade, lean manufacturing and charity supporters, among others.

Redefining natural and sustainable

While the Council of Europe has set clear rules for “products of natural origin”, the United States does not have a federal standard or benchmark. Products derived from renewable materials are considered “bio-based,” while biodegradable items can be broken down through composting, according to PreScouter. Vegan products contain no animal-derived ingredients, and “cruelty-free” products may or may not be vegan, but are never tested on animals.

PreScouter found that companies promoting recycled or renewable packaging, or the use of by-products as ingredients, are gaining traction through consumer education.

From the use of renewable sources, the recycling of inedible food “waste” and the incorporation of biodegradable alternatives and sustainable packaging, ROELMI HPC connects science and environmental preservation with technology and to innovation in green chemistry. The company believes in a circular model of innovation, sustainability, accountability and transparency to create a lasting partnership with the planet.

True Moringa uses a food by-product of cold pressing otherwise unused moringa seeds into a light, deep-cleansing, easily absorbable oil rich in antioxidants and zeatin. The company is taking sustainability one step further by incorporating the toxin-removing cake-like byproduct of cold pressing into its DIY (DIY) powder face mask mix.

ANSHI carefully chooses a few simple ingredients that do “the heavy lifting” for a number of concerns. One of the brand’s transdermal rubs can be suitable for pain and swelling, dry and cracked skin, infection and fungus while being used as a lotion, scrub, facial cleanser or to massage. The company sources ingredients directly from the manufacturer and educating consumers about the impact of their buying habits is a top priority.

This excerpt is from a longer article by “Personal Approaches healthy aging” digital magazine. Click on the link and select “Healthy Aging: Responsible Products, Satisfied Customers” of the TOC to read the full version, as well as additional articles on the niche.

Danielle Rose is a researcher, journalist, writer, editor and educator. She focuses on creating well-researched articles that promote a better understanding of today’s changing world. She has been writing professionally since 2005 in the health field, as well as on a wide range of topics related to lifestyle and local/current events such as community resources, alternative healing, parenting and food. His articles have appeared in periodicals ranging from mainstream publications such as local newspapers to specialty publications in the field of nutrition and wellness. She currently publishes an online magazine with content on health, happiness and success.

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