Why Demand Of Natural Ingredients Is Growing In Beauty Industry

With evolving consumer demands and climatic changes around the world, the beauty and personal care industry’s approach to natural and sustainable ingredients is increasing. This move is creating opportunities for consumers to protect and preserve their environmental. In order to meet consumers’ growing demands for pure and efficacious products, a dependence on science and technology is becoming essential for the future of ‘natural’ beauty products.

Consumer driven

Consumers today are doing more research and reading up on their purchased products and services more than ever before; as a result, they are more in tune with related developments in science and technology. While naturals continue to be popular with a growing number of beauty consumers, many are choosing to ‘get back to basics’ by shopping small, buying locally-sourced, locally-produced, and small-batch products. ‘Being green’, is not only trendy, but for many, a lifestyle choice. These efforts appeal to those who want products that reflect who they are and where they live, instilling a sense of pride and guardianship for ingredient sourcing and production, as well as manufacturing processes.

Brands’ approach to ‘green revolution’

-Maysu, a Chinese brand, uses a special ‘space ginseng regeneration’ technology to improve the natural ginseng ingredient. According to them, the extreme environment of space speeds up the ageing process of human skin. Therefore, the brand mimics these conditions to ‘grow’ a more powerful version of ginseng.

-AJALI Handmade Naturals creates 100% natural beauty products crafted in Nigeria. The brand boasts a strong moral ethos by encouraging fair trade and using ingredients that are indigenous to West Africa such as unrefined cocoa butter, virgin coconut oil. They also collaborate with local farms, and encourage consumers to embrace and accept themselves for who they are.

Future Opportunities

The possibilities for creating safe, allergen-free, pure, and efficacious ingredients through science could one day replace the harvesting of natural ingredients, particularly as we see increasing climate change and many ecosystems suffering a loss in biodiversity. With these environmental challenges, local sourcing and production of ingredients are becoming essential. This is strengthening the idea of local pride - not just with brands and manufacturers, but with consumers too. A resurgence of local wisdom in the coming year will help to address the challenges created by a lack of biodiversity. From ingredients to packaging to branding, the challenge  is to focus on safety and purity.