Meet the future of nutricosmetics: Clean, modern packaging; clear, simple messaging; a basic capsule delivery system. Long-time nutraceuticals distributor Nutrawise has taken a convenient “all-in-one” approach to nutricosmetics, as the first company to provide three types of collagen in a single supplement: collagens 1 and 3—which are commonly used to support healthy hair, skin, nails, tendons and ligaments —and collagen 2 for bone and cartilage health. Youtheory can therefore market its products not just for beauty benefits, but also for overall health and wellness, which will help get the attention of consumers who haven’t yet embraced nutricosmetics.
Great beauty products with five ingredients or less? Just call it “no frills skincare,” or the foundation of Adina Grigore’s Brooklyn-based beauty company Sprout. Grigore uses only food-based ingredients and spotlights the company’s transparency by listing all ingredients on the front label. Think raw apple cider vinegar, organic olive and coconut oils, and organic almonds and oats. “It’s for people with sensitive skin and for people who are starting to be more and more label conscious,” says Grigore. Next steps for the Sprout team: USDA Organic and fair-trade certifications.
To cater to consumers who think nutricosmetics are a hard pill to swallow, health and beauty companies are presenting consumers with complementary topicals and ingestibles to promote healthy skin, hair, nails, and more. A common barrier has been how to market and merchandise these products when they can’t co-exist on store shelves (many retailers require topicals to reside in the body care aisle and supps in the supplement department). Omojo has a solution: packaging their two-step capsule and serum system, featuring targeted ingredients like antioxidants vitamin E, seaweed, and collagen, in a single kit.
Parissa’s introduction of its natural hair removal products to the U.S. represents a growing push to get crossover consumers—in this case, women accustomed to purchasing products at spas and salons—into the HABA section of their natural products stores. Case-in-point: the rebrand for Parissa’s Persian Cold Wax, which features a simple, centuries-old recipe, but exudes a chic, spa-quality vibe.
Given PeaceKeeper’s dedication to supporting women’s rights organizations, it's no surprise that the company recently launched products that support another cause: organics. The company is marketing its “food grade” USDA Organic glazes and balms, in flavors including citrus, strawberry, chocolate, and superfruit, as an “upscale” line, which will also help attract that crossover high-end beauty consumer who already purchases organic food.
With a focus on sustainable and ethical sourcing of African ingredients, Planet Botanicals launched five standout products at Expo East, including lotions and creams using cocoa butter, coconut oil, and rare Ugandan shea butter. But what got everyone talking, and earned the company a New Products Showcase Award, was Planet Botanicals’ first fair-trade certified product, an Ethiopian coffee scrub that uses antioxidant-rich fair trade coffee and aromatic peppermint essential oil. And there’s more: The company recently got USDA Organic certification for six of its products, including Rooibos tea body wash.
Alaffia, a skin care company that sources unrefined shea butter from Africa, presented its new line of hair products also based on unrefined shea butter. Certified fair trade by Fair For Life, the company is leveraging its existing sourcing relationship by introducing a new line of products, hence providing new opportunities for the African co-ops it works worth.
You can’t get more consumers on board if you don’t have solutions for their common problems. That’s why this new natural lice removal kit caught my attention, offering a much-needed alternative to chemical-laden conventional treatments. And while (luckily) I haven’t had to test it, I’ll be sure to pass it along to any of my mommy friends and keep you posted.
By Jessica Rubino
The new nutricosmetics, “no frills skin care,” fair trade, organics, sleek merchandising, and more standout beauty products, companies, and trends from Natural Products Expo East 2011.