When it comes to the products people buy, consumers are increasingly adopting a green mentality regarding what they put in and on their bodies, driving brands to focus on sustainability. Ecovia Intelligence (formerly known as Organic Monitor) predicts seven trends we should expect to see evolve in 2019.
1. Global demand for natural & organic cosmetics. Initially stemming from Europe and North America, demand for natural & organic cosmetics is becoming increasingly global. Asia’s share of the international natural cosmetics market is expected to continue to rise, as its consumers seek products without contentious synthetic chemicals. More natural & organic product launches are likely to be in Asia-Pacific as well as other regions.
2. Multinationals launching natural & ethical lines. In the last 12 months, Unilever launched Love, Beauty & Planet, Henkel introduced Nature Box, and L’Oréal launched Seed Phytonutrients and La Provençale Bio. On the launchpad are P&G’s Pure by Gillette and Garnier’s new organic skincare line. More product launches are likely as multinationals continue to chase the “ethical dollar.”
3. Investments and acquisitions. Expect to see more investments and acquisitions involving natural & organic cosmetic firms in 2019. Some of the notable acquisitions in the last 12 months were Logocos Naturkosmetik by L’Oréal, The Organic Pharmacy by Istituto Ganassini, and Natural Products Group by Groupe Rocher.
3. Reducing packaging impacts. Consumer concerns about plastic pollution in the oceans and landfill is making cosmetic & personal care companies address their packaging impacts. A growing number of companies are looking at sustainable materials and/or eco-design approach. In 2018, REN Clean Skincare received the Sustainable Packaging Award (Sustainable Beauty Awards) for using ocean plastic. More companies are likely to follow REN Clean Skincare, P&G, and Henkel in using recycled ocean plastic in product packaging.
4. Sustainable sourcing. Cosmetic and ingredient firms will continue to invest in sustainable sourcing of raw materials. More sustainability schemes are likely to be introduced for single ingredients, as well as general sourcing practices. In recent years, we have seen many new standards, covering base ingredients (sustainable oils), minerals (Responsible Mica Initiative), and ingredient types (sustainable seaweed). In 2018, Union for Ethical BioTrade launched the Sourcing with Respect label.
5. Ethical labels. Expect to see more ethical labels on cosmetic & personal care products in 2019. In the last few months, Herbal Essences got the Environmental Working Group (EWG) Verification label and Natura Brasil products received Leaping Bunny certification. Other labels making headway include Vegan, Halal, Non-GMO, as well as COSMOS and Natrue (natural & organic labels).
6. Clean beauty retailing. Credo Beauty has already made its mark in the US as a clean beauty retailer. More such retailers are likely to open their doors in North America and Europe. At the same time, more conventional beauty retailers are featuring “clean beauty” sections. Sephora and Space NK are two such retailers devoting shelf space to beauty products without contentious chemicals.
7. Growing power of millennials. The millennials are already some of the most avid buyers of natural & organic products; they will wield greater influence as their spending power continues to rise. As they buy more from online platforms, Amazon and other e- retailers will gain market share for natural & ethical products.
Ecovia Intelligence will cover these developments at the following events:
- Sustainable Cosmetics Summit North America (8-10 May, New York)
- Natural Cosmetics Masterclass: Future Directions (22 May, Paris)
- Sustainable Cosmetics Summit Europe (4-6 Nov, Paris)
Photo: Rawpixel via Unsplash