According to market researcher Kline, the natural personal care market has been growing at compound annual growth rate (CAGR) of over 13 per cent since 2006, but it is now that natural ingredients are gaining more popularity.
Locally sourced ingredients have traditionally been the driver in the segment; however it now appears that exotically sourced ingredients from the rain forest or the sea are in increasing demand.
Another revelation is the increased attention being given to vegan consumer products, says the market analyst.
Vegan cosmetics
“Some companies in the United States are making news with not just natural, but vegan products, meaning no animal-derived ingredients,” says Kline.
“Vital to the vegan lifestyle is the commitment to not wear, eat, or use anything that exploits animals. ‘Cruelty-free’ claims mean animals aren't used to test the products, and the products do not contain any animal ingredients.”
Two of the skin care brands achieving success in the vegan cosmetics market are Tata Harper and Obsessive Compulsive Cosmetics (OCC).
Tata Harper sources ingredients from around the world, but many come from a farm in Vermont. It also claims clinically proven and visible results, and is a hit in the premium market.
OCC is an American vegan brand, which centres on only brightly coloured cosmetics. It is self-labeled a professional line for photographic subjects.
Packaging also on the natural trend
The truly natural personal care market is transcending beyond mere natural ingredients used in products.
Kline states that with ever-growing consumer awareness, many companies are concerned with the environmental impact or the importance of eco-design and innovations in recycled packaging.