Natural beauty takes center stage
Beauty may be only skin deep, but it can take some deep pockets to keep up with the latest trends and innovations in the personal care department. Because, let’s just admit it—what price vanity?
Beauty is a $55 billion industry, with 5.9% growth at the end of 2023, according to data and insights company SPINS, which collects product scan data in both conventional and natural retail channels.
The smash hit in personal care is the natural beauty sector, which SPINS says grew at an incredible 20.2% rate last year, far above the 4.1% gain seen for conventional products.
While the natural segment is only 10% of the overall market, the fact that it is seeing such outsized relative growth should be of interest to retail pharmacies looking to latch on to the excitement—and sales—in their personal care aisles.
“The mass market is the dominant channel,” said Jessica Rubino, vice president of content at New Hope Network, which produces the Natural Products Expo trade shows connecting brands with retailers, “accounting for 41.6% of natural and organic beauty sales.”
That’s great news for retailers because the initial heavy lifting around consumer education and awareness has already been done in natural food stores and online. The natural beauty story is where brands are really seeing success connecting with consumers.
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“Consumers today are more informed and conscientious about what they apply to their bodies,” said Constance de Grandcourt, marketing director North America for Vitry, the French brand founded in 1795 (no typo!). “They look for products that align with their values of sustainability, responsible sourcing and overall health.”
5 trends are driving the market
Gen Alpha is growing up. This demographic group was born after 2010, and they are now teenagers. Already, trendwatchers are identifying traits that set them apart. “There is this refocus on genderless products that are inclusive and are for everybody,” said Alice Mintz, director of solution architecture at SPINS. “They’re tapping into more neutral design aesthetics. Unisex scents for however you identify.”
Gen Alpha is also being raised with many central tenets of conscious consumerism.
“If indulgence for us was ice cream, for them it’s eye cream,” said Mintz. “They will be massively transforming the brand landscape.”
Protecting the planet is top of mind for conscious consumers as the climate crisis and the plastic patch come crashing down on rising generations wondering why their parents made things so ugly.
“Consumers care about the ecosystem,” said Mintz. “They’re seeking products that protect flora, fauna, farmers and their families.”
Certifications that transparently communicate commitment to Mother Earth show brand ethos
that build trust—and return sales—among shoppers. At least a dozen different certifications are at play, from USDA Organic and vegan to B Corp. and the Leaping Bunny signifying no animal testing.
A report issued by SPINS in April 2024 noted a few retailer hacks for capitalizing on this trend. Among them: Suncare products labeled as safe for coral reefs are growing four points faster than those without the label. Certified USDA Organic products show five points of accelerated growth compared to products not labeled as such. Certified B Corps, denoting businesses built ethically, are seeing $30 million of growth in the natural beauty segment.
“We expect an acceleration to more sustainable ways of bringing products to market,” said Mintz.
“Free from” is prominent on packaging in natural personal care SKUs. Natural beauty products labeled paraben-free, for example, are experiencing a whopping 19% growth, said Mintz.
Iconic nail-care brand Sally Hansen in late 2020 launched Good. Kind. Pure. This line of nail polish is plant-based, 100% vegan, and “16 free”—free from chemicals such as formaldehyde, phthalates, glycol and animal-derived ingredients.
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The conscious manicure lineup also contains sustainable bamboo and algae for improved nail health. To top off its green creds, some of the colors are clearly inspired by nature: Mother Earth, Elderflower Power and Eco-Rose.
“Good-for-you products,” said Celia Tombalakian, global vice president of Sally Hansen, “are becoming increasingly more important to consumers across all categories.”
Sustainable skinimalism—multipurpose products that simplify routines and reduce the number of products—is another hot trend.
One reason for Vitry’s longevity is a commitment to natural quality. Its Universal Caress Balm is suitable for face, body and hair tips and thus rings the bell on sustainable skinimalism. The product, which contains 95% natural ingredients, rates a perfect 100 out of 100 score on the Yuka app. Anything rated higher than 50 is considered “good” by Yuka standards.
“A high Yuka score reassures consumers that they are choosing a product free from harmful ingredients and beneficial for their skin and overall well-being,” said Vitry’s de Grandcourt, who added the company’s heritage is one of “offering better, cleaner, safer and more sustainable products.”
