Multinationals jump on natural cosmetics bandwagon

Our take: In response to consumer-driven concerns, industry giants are developing natural cosmetics initiatives to capture share of growth trends... | ----------------

While the cosmetics and toiletries market is struggling in many mature markets, the natural and organic products segment appears much more dynamic. The giants of the sector are trying to catch up the trend.

Clearly, the cosmetics and toiletries market is not meeting current consumer expectations regarding natural and organic products. The gap does fully explain why sales remain flat but certainly significantly contribute to the trend.

Seed Phytonutrients is L’Oréal’s most disruptive and innovative natural beauty brand. Its mission is “to plant the seeds of health, well-being, and sustainability for future generations”.

“Consumers are turning to natural and organic products as they wish to avoid contentious synthetic chemicals in cosmetics and toiletries. The primary motive is avoidance of parabens, SLS / SLES, and chemicals with associated health risks,” explains Ecovia Intelligence, a research and consulting company that focuses on the natural and sustainable product industries.

With Seed Phytonutrients, which launched in the United States on Earth Day in April 2018, L’Oréal aims to “plant the seeds of health, well-being, and sustainability for future... More...

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