In the recent CEW Beauty ‘Oscars’ many outright category winners were natural brands – GlamGlow was named Best New Brand, Balance Me’s Rose Otto won Best New Bath and Body range, Trilogy’s Rosehip Oil won Best New Certified Organic Skincare and both Pai and Konjac Sponges were highly commended. Proof that we have moved far away from old ‘tree-hugging’ associations as natural products become more sophisticated and high tech. Natural brands are now not only able to compete with their chemical counterparts, but beat them on performance and effectiveness…
This is great news for the industry, for you and for us! There’s also far greater choice available (check out our new Boutique for instant proof!) with exciting and innovative new products developing around the globe. We’ve certainly moved on from the time when natural beauty was all about balms! Indeed, ‘natural’ now applies across the board, from hair and bath products to nails, accessories, babycare, dental and cosmetics.
The association of glamour with organic is something relatively new. Cosmetic brands are leading the way as make-up ranges become more fashionable and trend-setting. The alphabet-inspired innovations in skincare have been readily adopted by leading natural brands with BB, CC and even DD creams becoming popular. Brands such as RMS have perfected their multi-tasking formulas, with the likes of Ren, Jane Iredale and Une competing for supremacy. A product that acts as a primer, concealer, foundation, sun protector, nourisher and brightener in one while magically adapting to your skintone has to be good!
A trend we spotted at the Natural and Organic Health Show recently was the prevalence of bee-related products, perhaps linked to the campaign to preserve our honeybees. Bee Venom and Manuka Honey are the ingredients of the moment attributed with the power to heal skin. Burt’s Bees is leading the way with Elle magazine suggesting they have unlocked with secret to ageless skin, while Funny Bee is one of our newest Boutique brands.
Ironically, as natural products become more widely accepted, we’re also noticing a rise in the prevalence of sensitive skin. A recent European study showed that 62% of us now describe our skin as ‘reactive, sensitive, irritable and intolerant’. Real or imagined, this increase is likely to be a response to environmental aggressors and the upshot of chemicals in our daily lives; allergies to synthetic ingredients in cosmetics can takes years to build up. So brands offering gentle solutions to treat sensitivity are on the rise. Pai and Kimberly Sayer are experts in this area, with Santaverde, Ren and Konjac Sponges also providing answers.
Overall, the encouraging truth is that natural and organic brands are increasingly able to target specific beauty concerns and deliver superior results – and the beauty industry is at last acknowledging that natural is best!