In line with the huge and still growing demand in products containing natural ingredients with functional and active properties, the company has sourced South African ingredients such as African potato, Rooibos, Aloe Ferox, Chamomile, Marula and a patented natural preservative system to provide a range that includes a shampoo, conditioner, soap and skin cream that are especially kind to sensitive and dry skins.
Showcasing the products at the recent HBA show in New York, the company said that it is looking to promote the products on the UK market, as a means of providing a platform to further growth in other markets in Europe.
Likewise, it is also upping its marketing campaign in the US, where it will be positioning the product to sell in health stores and natural beauty stores in major cities.
Currently the product line consists of a soap, a skin cream and a two-part treatment for dry scalps that includes a scalp wash and a leave-in scalp care treatment. The scalp treatments are the latest additions to the product portfolio, positioned to take advantage of growing demand for natural-based products that target specific problems.
The scalp treatments are enriched with Rooibos extract, a rich antioxidant and Marula oil, which helps to bring added shine to the hair. The product will be marketed on the strength that the all-natural ingredients, which also includes the natural preservative system, are less likely to cause an allergic reaction for already sensitive scalps.
Rooibos plant was first used by South Africans for its healing properties. Because it is rich in antioxidants it is a natural astringent, making it both nourishing and soothing. Primarily it has come to the fore as an herbal tea, and is now exported worldwide for this purpose, but its properties are also likely to make it increasingly popular in a range of skin care products, including anti-ageing treatments.
Meanwhile Marula oil comes from the fruit of the Marula tree and has been used as a food and beverage by local people for centuries. The stone within the fruit contains kernels, which are rich in oils that is a natural source of Olieic Acid, an important property for healthy skin.
The launch of the new scalp treatments comes at a time when market researchers Organic Monitor estimate that the value of the market for natural cosmetics in Europe is set to top €1bn, as it continues to grow at an average rate of 20 per cent each year.
The research company also points out that, although the market is continuing to diversify, it is still largely being driven by consumers seeking natural solutions to skin rashes and outbreaks often caused by allergies to conventional cosmetic products.