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.