Top 10 natural beauty trends of 2013
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It's a beautiful world and no trend better represents that than the emergence of Africa-sourced beauty ingredients, including baobab, marula, mofongo and more. The increasing appreciation of time-tested beauty remedies, coupled with sustainable global-sourcing practices, has made these ingredients some of 2013's most notable. Read more.
The proof is in the … science, which is the reason natural beauty brands (Yes to, Inc., Jurlique, Juice Beauty and Suki to name a few) are not only using research-backed ingredients, but also investing in finished-product clinicals. Other companies are getting creative with their approach to "proof." Mychelle's innovative use of the VISIA facial imaging system in 2012 led the way for more brands looking to prove results outside of the lab. Companies including Derma e and OWN are following suit by using testing technology on their existing customers to show products are effective.
While advancements in science and technology are no doubt shaking up the natural beauty space, it's no surprise that natural products shoppers continue craving products as pure as the food they eat, plus try to support local farmers and producers with their beauty purchases. Farm-to-table isn't going anywhere in the food world, and you can expect natural beauty enthusiasts to also keep from-the-earth beauty formulations fertile, too. Colorado-based Lily Farm Fresh Cosmetics is one classic favorite based on this concept; others such as EvanHealy and Tata Harper have cropped up and also impressed with their sourcing practices and commitment to local.
When I recently wrote about green chemistry for Natural Foods Merchandiser, I was both inspired and challenged to bring this topic to the forefront of the natural personal care conversation. While complex, I believe that the principles defining this emerging science will truly help advance the natural beauty space and bring solutions to categories that have been the most difficult to conquer, including salon-quality nail and hair treatments and highly efficacious certified organic products. Elevance Renewable Sciences, a sustainable ingredient manufacturer, is one company that raised the bar in 2013. Read more about green chemistry.
At the start of 2013, Andalou Naturals became the first beauty brand to become entirely Non-GMO Project Verified, representing the growing shift toward true personal care transparency. With Whole Foods' announcement to require full GMO transparency by 2018 pertaining to supplements and personal care companies, in addition to food and beverage you can expect many more natural beauty brands to make the same commitment.
Fragrance remains one of the most concerning ingredients for retailers and consumers wanting clean products. Without full disclosure requirements, there's essentially no way to know what's really in "fragrance," a word that alone can indicate dozens or even hundreds of different ingredients that may be linked to skin irritation such as eczema and other allergies. The good news is that coverage of the issue this year (such as this infographic from Women's Voices for the Earth) has called attention to the problem. Basically every personal care category has a need for fragrance, which means major opportunities for suppliers and manufacturers.
As more research sheds light on the dangers of UV rays, so does science supporting the use of mineral sunscreens--a formula that equals success for the growing natural sun care category. In 2013 both chemical and mineral companies were so focused on meeting the FDA's new requirements, but some brands also emerged with unique innovations. Goddess Garden pushed the envelop with its mineral spray-on sunscreen that contains 92 percent organic ingredients, while Badger maintained its commitment to science-backed formulations. Next year, I expect more innovating around sun-protective skin care and perfecting mineral formulations.
I've been waiting for the nutricosmetics market to have its moment, a time when American consumers embrace the beauty-from-within concept like women in Europe and Japan. While we're still not there yet, innovations around collagen--one of the category's most important ingredients--are supporting category growth. Continued investment in collagen science, which is helping to prove that it promotes taut, younger-looking skin and joint health, along with new delivery systems, are steps in the right direction. At Natural Products Expo East in Baltimore this year, both NeoCell and Reserveage introduced collagen powders to add to water or smoothies. Perhaps something this simple could make the ingredient more palatable for American consumers.
Personlization has been a big topic in the nutrition industry: If we're spending money on products that are supposed to make us healthier, shouldn't these products address our specific health needs? I expect to see even more companies looking at customized health solutions, plus beauty brands doing the same. The recent launch of my.ecolips.com is one recent example of customized beauty, while other direct-to-consumer companies are taking a scientific approach, focusing on on things like DNA to develop customized skin care products and recommendations. Can this concept translate to natural retail? Specifically in the natural beauty space, there's opportunity for Ayurveda-based companies to develop modern, customized health and beauty solutions that address specific body and skin types.
Certified organic beauty is a category I've been paying a lot of attention to and have noticed great strides, especially from the manufacturer side. Still, significant supply issues remain, and only this year did the U.S. personal care industry start to address them. Although many plant-based ingredients can be effective organic surfactants and emulsifiers, and sourced at large quantities, many of these aren’t currently certified organic. The new trade organization Natural and Organic Cosmetic Alliance is hoping to change that by uniting organic beauty companies, formulators and suppliers to prove there’s a market for these ingredients. Stay tuned in 2014 ...
Certified organic beauty is a category I've been paying a lot of attention to and have noticed great strides, especially from the manufacturer side. Still, significant supply issues remain, and only this year did the U.S. personal care industry start to address them. Although many plant-based ingredients can be effective organic surfactants and emulsifiers, and sourced at large quantities, many of these aren’t currently certified organic. The new trade organization Natural and Organic Cosmetic Alliance is hoping to change that by uniting organic beauty companies, formulators and suppliers to prove there’s a market for these ingredients. Stay tuned in 2014 ...
This year, a beautiful dichotomy was in full effect, expanding an already vibrant and dynamic category. Natural beauty’s standout trends highlight both a simple approach to ingredients rooted in local sourcing and ancient, time-tested remedies and increasingly sophisticated concepts focused on science and results. So which trends are at the top of our beauty A-list? Check out what was driving the natural craze this year.
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