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Euromonitor: Natural beauty claims ‘might not be quite enough’ in 2020

Special Edition: Natural Ingredients & Claims

Euromonitor: Natural beauty claims ‘might not be quite enough’ in 2020

By Kacey Culliney

‘Natural’ will continue to be a popular product claim across beauty and personal care this year, but as consumer education deepens and concerns broaden, industry will have to be smarter about what attributes it spotlights, says a beauty expert.