Natural beauty has been on quite the journey. Products that touted the “all-natural” label were reminiscent of the hippy-dippy health store whose patrons smelled of patchouli. In fact, the only label you recognized was Burt’s Bees. And to be honest, you weren’t sure if they even worked as well as conventional products either. It seems though the tables have turned and that natural beauty is losing its granola stereotype and proving they have as much staying (and beautifying) power as traditional formulas.
According to Larissa Jensen, a beauty industry analyst at The NPD Group, this growth is just the beginning. She stated, “Natural brands are growing at twice the rate of the category for both makeup and skin care versus the prior year,” Whether you are a business owner looking to sell natural beauty, or just an aficionado, this is the time to get on the bandwagon. But, since natural products have been around since literally the dawn of time, why now are they just now hitting the mainstream?
It seems that in last decade the idea of natural beauty began to shift. It coincided with the idea of “wellness” becoming a priority. Once celebrities such as Gwyneth Paltrow and Jessica Alba started blogs and brands waxing poetic on the power of naturals the high-end, and now the mass-markets, recognized the power these products held. In addition, it was brought to light how harmful many mainstream beauty lotions and potions were.
It used to be that washing with a foaming cleanser and lathering oneself with an Olay face lotion at bedtime was a sufficient beauty ritual. Consumers did not know that sulfates are what makes a cleanser lather and that their lotion was most likely tested on animals. Ignorance has always been bliss, but through the wellness movement consumers gained consciousness. It was then we saw demand increase for products that are better for the environment and themselves.
Wellness and consciousness has an aspirational quality to that can drive people to purchase a certain kind of beauty product. Just like eating organic and taking up an exercise regimen, we believe that by doing so we are on the path to our best selves. This is a powerful branding tool because a buyer will purchase a product with the same mentality. The rise of the natural beauty market is evidence of how powerful that can be.