No Longer a Trend

Natural is no longer a trend. It’s a way of life. The idea that health and beauty go hand in hand is gaining momentum and credibility. From clean and whole foods diets to personal care as close to nature as possible, consumers are looking for healthy, nourished skin as a foundation for beauty.

The driving force is, and will continue to be, the increasingly knowledgeable consumer. Manufacturers are competing for an ever-growing population of consumers who are becoming better informed and conscious about the ingredients that are going into and onto their bodies. Consumers are looking for green products, sustain-able stories and traceability – validation of where ingredients come from and how they are processed, as well as efficacious ingredients and applications.

“Caring for your skin should not prevent caring for your health or for the planet,” agrees Karen Behnke, founder of Juice Beauty. The brand has developed a unique antioxidant-rich formulation method that starts with an organic botanical juice base to which effective ingredients are added. While some organic skin care lines use only a few organic ingredients in a water base or use inexpensive fillers such as glycols, Juice Beauty uses more than 60 active, USDA-certified organic ingredients in its juice base (from resveratrol-rich grape seed to aloe) made from more than 25 different certified organic fruit juices. This brings total organic content up to 95% and allows the brand to achieve a greater than 70% certified organic content and to make “made with certified organic ingredient” claims. The innovative formulation practice also allows the brand to deliver clinically validated results that are supported by third party clinical measurement to prove and quantify benefits to skin.

As consumers dig deeper and make connections between health and beauty and the environment, both efficacy and sustainability will continue to play a crucial part in the success of new products. Brands like Juice Beauty that go all in, committing to not only offering a quality product but one with authentic natural solutions will have more than an elaborate marketing story. And the product will sell itself.

Read more about the Natural trend in North America in the January/February issue of Euro Cosmetics magazine.


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