What is in this article?:
- 9 natural personal care predictions for 2017
- The gut-skin connection
- Natural beauty is the new craft beer
- Diversifying the natural beauty retail landscape
- It better work better
- Waste-not beauty
- Nontoxic antibacterials go "viral"
- Industry self-regulation is the only way
- Essential oils keep going…and going….
- Better together: pairing topical and ingestible products
Many of the trends shaping the future of natural and organic personal care are manifestations of today’s larger top-of-mind issues—health, environmental sustainability, trust and integrity.
It better work better
Natural beauty products are often deemed as ineffective. This was particularly an issue in categories like oral care and deodorants. Today, however, companies are committed not only to formulating with the right amounts of the right ingredients but also to convincing shoppers that these products work as well as their conventional counterparts. Schmidt’s Deodorant, for example, is leaving its mark on the natural deodorant industry and proving that there is a natural solution that gets the job done.
Meanwhile, natural skin care companies focused on anti-aging, clear skin and more are putting their products to the test in order to earn your trust.
Regardless of which beauty category a company is in, we will continue to see brands rising to the occasion—and raising the bar. Skin, body, hair and nail care featuring gentle, plant-based active ingredients that also lend clinical results was once a pipe dream. Today, that’s what responsible companies are delivering.