4/10

Science stays strong

Continuing to combat the notion that “natural doesn’t work,” companies are focused on formulating with ingredients that have the science to prove their efficacy. Leading the the way is nutricosmetics brand NeoCell, a company committed to clinical research for its collagen-based products; more and more topical companies are also investing in the space. To complement these efforts, brands are focusing on higher-end packaging and merchandising to support the higher price point of such products.