Growing consumer interest is driving new product development in the lucrative organic skincare category. Ildiko Szalai, senior beauty and personal care analyst at Euromonitor International, says that the trend for organic beauty brands is becoming more significant as consumers become better educated and informed about organic products.
“In China, beauty products using natural herbs are increasingly appealing to consumers of all ages. Although, in this context, local players hold a stronger hand than international players, as they promote their better knowledge of herbal benefits and emphasise local ingredients, international brands, such as The Body Shop or Yves Rocher, are also aiming to exploit their natural/herbal credentials,” she said.
This natural-organic trend is further enhanced by strong product safety concerns – “natural products, by default, have a range of free-from credentials, e.g. free from parabens, sulphates and other ingredients considered as harsh chemicals,” Szalai explained.
According to the team behind Beyond Organic’s new natural skincare range, it is both unisex and suitable for sensitive skin and is designed without any synthetic chemicals, not tested on animals and free-from perfumes and essential oils. “We understand that there are many products claiming to be ‘natural’ containing only the smallest per cent of natural products, but here at Beyond Organic, we are 100% natural or naturally derived, no chemicals or nasties – just pure skincare.” The affordable natural range includes: eye make-up remover, crystal deodorant, day & night cream, toner, cleanser, emollient cream and more.
“Yours Truly Organics is an Ecocert organic certified skincare line,” a spokesperson for the beauty brand told ESM. Each product is produced using natural and organic ingredients to ensure not only that they affect positive change for a person’s skin, but they are also good for one’s health. “With innovative active ingredients, this line of products seeks to improve not only the appearance of the skin, but improve its overall health in addition.” Fix Me Repairing Serum is the newest addition to the Truly Organics range. “Our Fix Me Repairing Serum is an oat kernel-enriched serum containing sesame seed extract and saw palmetto,” said the brand spokesperson.
The Green People Organic Lifestyle brand recently launched what it claims is the UK's first certified organic DD cream, which is made with “colour-correcting natural earth minerals”, said the manufacturers - using stem cell technology from the Sea Fennel plant sets the Tinted DD Moisturiser apart from its competition, it said. “This groundbreaking natural extract offers a complete anti-ageing solution for the skin.”
Tiddley Pom Baby Spa was founded by Emma Nash. The natural oils expert launched the organic range after using natural and organic ingredients to alleviate her own new-born daughter's eczema. The ethically-aware company says it offers a safe alternative to the harsh chemicals often found in skin care products, such parabens, SLS and mineral oils “so parents can be confident they are not harmful to their baby”. All of Tiddley Pom's products use carefully selected ingredients, including English lavender and chamomile, she said.
“Our award-winning range of organic baby skincare products nurtures the bond between parent and child and offers complementary organic toiletries and gifts that combine aromatherapy, music and baby massage,” said Nash.
Emma Coleman founded Inner-Soul Organics in 2011 after training as a reflexologist and clinical aromatherapist, specialising in skin disorders. “Inner-Soul Organics offers natural skincare for face, bath, body, anti-aging and maternity, created with high-quality, organic, botanical extracts,” said Coleman.
“We have created products for acne, sensitive, combination and dry-prone skins, as well as items specialised for psoriasis, eczema and rosacea.” All of the skincare products are suitable for use as part of vegan and vegetarian lifestyles.
“Our bespoke skincare service offers the opportunity to have your own unique range designed and created for you – moisturisers, facial oils, cleansing balms, creams and body oils."
Included in the Vivify Skincare by Dr Vincent Wong, the new Stem Cell Revitalising Cream is a plant-based stem cell facial cream with powerful restorative ingredients. According to Dr Wong: "The organic, non-fragrant cream is free from paraben and sulphate. It contains a powerful combination of antioxidants, vitamins and plant-based stem cell extracts that work synergistically to help speed up cell turnover, protect the skin from free radical damage, heal damaged tissue and boost the development of collagen production."
In a recent study on the organic skincare market by Mintel, research showed how brightening or illuminating claims have risen by 77 per cent in natural products in the period January-October 2014, compared to the previous year, and 17 per cent in organic products, whilst anti-ageing has risen by 45 per cent in natural products and 15 per cent in organic. “This suggests a shift towards more functional claims rather than free-from claims, with products showing the benefits to consumers,” said the global research firm.
“Price and convenience are driving factors in this category,” said Roshida Khanom, senior personal care analyst at Mintel, adding that even amongst those who buy natural/organic toiletries, there is a preference for shopping at supermarkets. “With the rise in functional claims, the category is likely to attract younger people as well as men, who are more likely to buy natural/organic toiletries for functionality.”
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