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Markets & trends

Organic and natural beauty trends for 2019

Ecovia Intelligence has shared its predictions for sustainable cosmetics for the year ahead. According to the specialist research, consulting and training firm, the demand for natural and organic cosmetic products will be more global, with more launches in Asia. While multinationals jump on the natural beauty bandwagon, mergers and acquisitions involving natural beauty firms will accelerate.

The millennials are already some of the most avid buyers of natural and organic products. © Photo: Lithian /

The millennials are already some of the most avid buyers of natural and organic products. © Photo: Lithian /

JPEGGlobal demand for natural and organic cosmetics. Initially stemming from Europe and North America, demand for natural and organic cosmetics is becoming increasingly global. Asia’s share of the international natural cosmetics market is expected to continue to rise, as its consumers seek products without contentious synthetic chemicals. More natural and organic product launches are likely to be in the Asia-Pacific, as well as other regions.

JPEGMultinationals launching natural & ethical lines. In the last twelve months, Unilever launched Love, Beauty & Planet, Henkel introduced Nature Box and N.A.E., and L’Oréal launched Seed Phytonutrients and La Provençale Bio. On the launch pad are P&G’s Pure by Gillette and Garnier’s new organic skin care line. More such product launches are likely as multinationals continue to chase the ‘ethical dollar’.

JPEGInvestments and acquisitions. Ecovia expects to see more investments and acquisitions involving natural and organic cosmetic firms in 2019. Some of the notable acquisitions in the last twelve months were Logocos Naturkosmetik by L’Oréal, The Organic Pharmacy by Istituto Ganassini, and Natural Products Group by Groupe Rocher.

JPEGReducing packaging impacts. Consumer concerns about plastic pollution in the oceans and landfill is making cosmetic and personal care companies address their packaging impacts. A growing number of companies are looking at sustainable materials and / or eco-design approach.

JPEGSustainable sourcing. Cosmetic and ingredient firms will continue to invest in sustainable sourcing of raw materials. More sustainability schemes are likely to be introduced for single ingredients, as well as general sourcing practices.

JPEGEthical labels. Ecovia also expects to see more ethical labels on cosmetic & personal care products in 2019. In the last few months, Herbal Essences got Environmental Working Group (EWG) Verification label and Natura Brasil products received Leaping Bunny certification. Other labels making headway include Vegan, Halal, Non-GMO, as well as COSMOS and Natrue (natural & organic labels).

JPEGClean beauty retailing. Credo Beauty has already made its mark in the US as a clean beauty retailer. More such retailers are likely to open their doors in North America and Europe. At the same time, more conventional beauty retailers are having ‘clean beauty’ sections. Sephora and Space NK are two such retailers devoting shelf-space to beauty products without contentious chemicals.

JPEGIndie brands will continue to gain popularity; Douglas recently announced plans to expand its range of small niche brands in its European retail network.

JPEGGrowing power of millennials. The millennials are already some of the most avid buyers of natural & organic products; they will wield greater influence as their spending power continues to rise. As they buy more from online platforms, Amazon and other eretailers will gain market share for natural & ethical products.

Ecovia Intelligence will cover such developments at the following events:

  • Sustainable Cosmetics Summit North America (8-10 May, New York)
  • Natural Cosmetics Masterclass: Future Directions (22 May, Paris)


© 2019 - Premium Beauty News -
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