According to McKinsey & Company in the April 8, 2021 article, Feeling good: The future of the $1.5 trillion wellness market, “Consumers are keen for natural/clean products in an array of areas, such as skincare, cosmetics, multivitamins, subscription food services, and sleep enhancers.” In fact, the research that is the basis of the article indicates, “by 36% to 21%, consumers said they would choose the more natural option over the more effective one.”
Nigar Zeynalova, senior brand manager for Andalou Naturals and Sukin at BWX Limited, said she has seen the sales of their natural beauty products in skin care and nail categories accelerate in the last year. Andalou skin care line, and Mineral Fusion cosmetics and nail care, are both the number one brand in their respective categories in the natural channel, according to Zeynalova. Both brands are currently carried by Whole Foods, Sprouts, and on Target.com, in addition to being sold direct to consumers online, and will be added at mass retail outlets in the coming months.
When it comes to product innovation, BWX touts its Fruit Stem Cell Science being used in Andalou Naturals products. The patented liposomal technology is used to promote and protect the vitality and longevity of skin stem cells to enhance skin health. Mineral Fusion makeup is hypoallergenic, is free of harsh ingredients, artificial fragrances, phthalates, and parabens, and is cruelty free. The Mineral Fusion nail polish is vegan and free of carbon.
[Read More: Nailtopia impacts nail care space with eco-friendly formulas]