The natural segment is one of the fastest growing areas of skincare. This trend is likely to continue as consumers become more discerning about the chemicals they put on their face and retailers dedicate greater space to brands with a natural proposition.
However, the use of the label "natural" is not legally defined and brands have historically hidden relatively low concentrations of natural ingredients behind such descriptions as "naturally active", "naturally derived" or "naturally inspired". Brands with true integrity to their ingredients sourcing and natural proposition now use their website, social media and direct communications to demonstrate their commitment to this area and to develop trust with their consumers. It is likely to be these trusted brands that thrive in the long-term and will come increasingly onto the radar of the trade and private equity buyer communities.
What is “natural” skincare? We all know, it’s like, you know, natural skincare, right? However, judging by many of the “natural” products people use, we don’t really know. We conducted a survey with 64 people to ask three simple questions: “What is natural skincare?” “Should a product be 100% natural to be called natural?” “Name a natural skincare brand?” The results showed us that even people that know don’t know. 84% of people agreed that products termed “natural” should mean 100% natural. 24% of respondents couldn’t name a natural brand (thanks for your honesty). 77% of respondents who agreed natural skincare means 100% natural, and named a “natural” brand, actually named a brand that was not 100% natural.