With the trend of wellness, healthy lifestyle and holistic approach to living, consumers these days are becoming more and more careful of the products they use, consume and purchase. All thanks to the internet which have made the manufacturing process much more transparent than was possible before.
The market for natural, herbal and organic products have seen a surge in their sales as the now conscious consumers are demanding toxin free goods which are also ethically made, not tested on animals and does not pollute the environment. According to a report by global consulting and research firm Kline & Company in 2018, the ‘Natural’ trend is the most important trend in the personal care industry.
Many of the well known companies of personal care goods like Unilever, Proctor & Gamble, Colgate-Palmolive Co. etc have built their own natural divisions to compete with the startup and niche companies in the Natural industry.
It is interesting to note that most of the consumer goods company with the intention of creating eco-friendly products were launched by women.
- Actress Jessica Alba launched her privately-held company Honest Co. that offers a wide range of safe, eco-friendly baby, beauty and household products. Honest Co. has been successful at stealing away market shares from other legacy leaders in the industry.
- Australian model Miranda Kerr launchded her skin care brand KORA Organics which offers a blend of natural and certified organic ingredients in their products. KORA Organics products are sold in over 400 stores across Australia including leading department store David Jones Ltd. It is also sold internationally on KORA Organics’ website and via luxury e-retailer Net-a-Porter.
- Swati Vakharia founded the ayurvedic line Nabhi Sutra which has a very unique way for treating several wellness issues like skin, hair health; menstrual cramps etc. Their oils are meant to be rubbed in the belly-button as according to Ayurveda navel is the focal point of our body and is situated just above the ‘Pechoti gland’ the power provider to your entire body. Nabhi Sutra follows the Pechoti Method of treatment, where herbal oils are massaged directly into the belly-button which connects almost 72,000 veins in our body and thus helps in reviving your health conditions from within.
- Dolly Kumar founded the natural skincare line Skinella in 2017 that offers products made of superfoods- nutritionally rich foods. The target audience of the brand is young women in the age group of 15 to 25 years. Skinella products are free from harsh chemicals, are vegan and PETA certified.
The success of the Natural line of goods has made major companies like L’Oréal, The Body Shop, and Estée Lauder launch new lines of organic products of their own.
The modern consumers are mindful of the ingredients that goes into the products they use and most of them are adversed to buying products which contains mineral oil/paraffin, parabens, SLS, pthalates, artificial fragrance etc. People have become aware of the harmful effects of chemically fertilized crops, processed food , OTC drugs and the nasty ingredients that goes into personal care items.