The beauty regimes of many modern consumers encompasses the use of a variety of products. A morning routine probably requires a face wash and moisturiser followed by some colour cosmetics. Whilst at night time the skin is cleansed, toned and overnight care products are applied. We might then add a weekly treat such as a scrub, exfoliator or mask.
Yet many people carry out their skincare routine with little or no understanding of the ingredients contained within the products and why certain ones are included.
As the trend for natural and organic skincare grows, consumers are more likely to question the contents of their product choices.
The global organic and natural personal care and cosmetic products market is expected to reach $19.8 billion by 2022, according to a new report published by Allied Market Research.
So, what is driving the desire for natural products?
Cornelius believes an increasing interest towards pure beauty and personal care products, coupled with growing health awareness, are key drivers. Consumers today are not only worrying about what they are putting in their bodies but also what they put on them.
Research by Mintel showed more than one third of purchasers agreed they were buying more natural and organic personal care products in 2016 than the previous year.
In response, product manufacturers are investing in research and development to introduce more innovative natural products to the market.
But what are the latest to hit the beauty scene?
The skin is a complex organ and epidermal maturation is not complete until a baby is 34 weeks old – older in a premature baby. Today’s parents are paying increasing attention to the products they use to care for their infant’s delicate skin and are often prepared to spend more money on their baby than themselves. Understandably natural products are perceived as a great choice for babies and there are a variety of such formulations on the market.
A good example of a natural baby skincare range is the Baby Bee collection from Burt’s Bees. It is over 95 per cent natural and contains no phenoxyethanol, formaldehyde releasers, parabens, paraffin, mineral oil or petrolatum. Interestingly petrolatum is something which has always been used extensively in baby care products due to its great barrier function.
Baby Bee multipurpose ointment is 100 per cent natural and features shea butter (Butyrospermum parkii). A natural fat, shea butter comes from the fruit of the Karite tree and is moisture-rich and nourishing, leaving baby’s skin feeling soft and supple.
As a distributor of raw materials and ingredients for the personal care industry, Cornelius works with Olvea, who produce virgin castor oil, a commonly used natural ingredient. In skincare castor oil is believed to provide a protective barrier for the skin, offering relief and protection from various conditions, including nappy rash. When added to creams and lotions, castor oil adds conditioning properties to leave the skin soft and smooth.
Deodorant is one of life’s necessities. However, beauty brands are challenging the ways that consumers perceive this bathroom cupboard staple. Natural alternatives are beginning to leave their mark, proving they can do the job as well as the aerosol formats containing aluminium salts which have dominated the market for years.
The trend for a short INCI list that is easy to read, easy to pronounce and easy to understand is a growing one. It is seen by consumers as a sign of purity and having an impact on the established deodorant sector.
Erbaviva is an American brand that promotes organic skincare. Its Lemon Sage organic deodorant contains remarkably few ingredients; just organic grain alcohol combined with organic extracts of lemon, sandalwood, patchouli and tea tree.
Organically certified Bubble and Bee’s Lemongrass and Rosemary Deodorant Spray also contains only pure grain spirits, organic lemongrass essential oil and organic rosemary essential oil.
Whilst consumers are demanding more natural choices, many purchase naturally positioned products but lack the knowledge to ascertain just how ‘natural’ natural really is or means.
Plant based ingredients are familiar to consumers and product manufacturers are turning to botanical and herbal plant based ingredients for this reason. These include shea butter, aloe vera and plant oils, such as argan, olive, almond, hemp and carrot seed oil.
Even odorous plants, such as those incorporating onion and garlic, are making a comeback, appearing in shampoos and boasting anti-hair loss, antibiotic, anti-inflammatory and anti-bacterial benefits.
There are a number of examples in the market place. Jason’s Organic Sea Kelp shampoo is enriched with sea kelp, ginseng root and kukui nut oil plus a powerful antioxidant blend of Vitamins A, C and E. It is free from SLS and phthalates and aims to leave hair nourished, shiny and manageable.
Urtekram, Scandinavia’s largest organic wholesaler, has Ecocert shampoo’s available for sale in the UK. The Morning Haze Organic Shampoo is Ecocert organic certified and contains vitamins from cloudberry, elderberry and cranberry combined with hyaluronic acid to provide hair with nourishment and moisture. Natural sunflower protein and willow bark extract support regeneration and revitalization of the hair and scalp.
Seal of approval
Formulating products with natural ingredients also means demonstrating provenance, traceability, authenticity and sustainability in sourcing. But what constitutes natural and how are personal care ingredients measured to ensure credibility?
Cornelius will be presenting ‘Navigating Naturals’ at the forthcoming SCS Formulate exhibition, where Trevor Barker, Technical Business Development Manager for Care products at Cornelius, will reveal a ‘whistle stop’ guide to the ever-increasing number of natural, environmental and ethical standards including Cosmos, ISO Natural Standard, Vegan and Nordic Swan.
SCS Formulate, the UK’s largest exhibition for personal care and cosmetic products, is due to take place at the Ricoh Arena in Coventry, on the 14-15 November 2017. Cornelius can be found on Stand 421. Mr Barker’s presentation takes place on November 15, at 3.10pm in Room A.