More Natural Cosmetics to Come
This year, the natural and organic cosmetics market will catapult over the $15 billion mark. What was once a niche segment of the beauty industry has become an international movement that gathers more support every day. Indeed, 40% of US consumers believe organic is healthier for cosmetics and toiletries.
That means products made from only natural ingredients and no petrochemicals. Many consumers also want cruelty-free formulations and sustainable packaging on top of that. Such strong consumer preferences have given even the most immovable beauty brands new priorities. Sustainability is no longer a distant idea on the horizon, and producers must act now to maintain market share.
Transparency is Non-Negotiable
In 2020, the European Commission conducted a study into environmental claims on product labels. Unsurprisingly, over 50% of the claims studied were found to be misleading and vague, while 40% were completely unsubstantiated. As a known leader in cosmetic regulation, the EU’s findings held real implications for world cosmetics markets.
Today, 85% of consumers say they would gladly pay more for products with proven benefits or efficacy claims. Social media has provided greater access to information for everyday people, and the public is no longer willing to accept greenwashing. Ethical sourcing and clear labeling are of the utmost importance to informed shoppers. Beauty brands are expected to be honest, and if not, they will eventually be caught out and “canceled” online.
Sustainability Comes in Many Forms
Sustainability in beauty is about creating products that can exist in harmony with nature. Cosmetics should not come at the expense of the environment. Practically, this means different things to different brands. The goal is to minimize environmental impact at every stage of production to create a more eco-friendly product overall.
- Ethical ingredient sourcing means using surfactants, emollients, preservatives, and fragrances from facilities that care about the environment and treat their workers fairly. Consumers deserve to know where their beauty products come from.
- Cleaner production refers to processing lines that prioritize environmental preservation. Waste is treated and neutralized, water and energy are conserved, and resources are carefully managed in clean cosmetics production.
- Reducing waste in cosmetics could mean using fewer ingredients where possible (i.e., the waterless beauty movement) or upcycling and reusing ingredients during production. Brands can also focus on packaging waste by running recycling programs or using biodegradable materials.
People who buy sustainable beauty products may also be drawn to a brand’s ethics and values. Last year, Euromonitor found that 30% of consumers1 choose brands that support social and political issues they care about. Inclusivity is also important—cosmetics brands must cater to people of all races, ages, genders, body types, and abilities.
Why Natural Cosmetics Tick All the Boxes
The demand for cleaner production and greater transparency in cosmetics has led many beauty brands to reconsider their ingredient lists. Clean labeling – eliminating unnecessary artificial additives – is a food trend that spills over into cosmetics. Generally, familiar ingredients with pronounceable names tend to fare better with eco-conscious consumers—even if their synthetic alternatives are perfectly harmless.
In this situation, natural ingredients are the obvious choice. Cosmetics made from plant extracts or, even better, organic certified plant extracts are undeniably non-toxic and safe. They may also have a lighter impact on the planet because they don’t contain nonrenewable petrochemicals. Finally, many natural cosmetics don’t require animal testing, meeting cruelty-free preferences.
Advanced Biotech makes natural ingredient sourcing simple. Explore our range of USDA organic-certified and EU-approved natural ingredients to find sustainable resources for your product line.
1 https://go.euromonitor.com/webinar-2024-consumer-trends-to-watch.html