LONDON, United Kingdom — Conscious consumerism, industry regulation and consumer attitudes towards wellbeing are driving the growth of the organic beauty and wellbeing market, according to the Organic Beauty & Wellbeing Report 2018.
The annual report, produced by The Soil Association, also reveals how the UK market, which grew by 24% in 2017, is set to reach £34bn by 2019 — highlighting the continued strength of the segment.
“It’s no longer enough to just create an efficient product, businesses need to dig deeper aligning their values with the consumers and becoming a force for good. With the shift in mindset and businesses cleaning up their act, beauty is being taken seriously and contributing to the wider health picture;” commented Lauren Bartley, Business Development Manager at Soil Association.
“This is providing certified organic beauty and wellbeing brands with an opportunity to tell their stories that shine a light on their integrity and purpose in an unregulated industry once again proving the role of transparency,” she added.
In addition to delving into how skincare is contributing to a wider conversation about human and planetary health and how younger generations perceive wellbeing, the report also discusses how brands are responding to the regulation of the organic cosmetics industry, what the future of organic beauty and wellbeing could look like and what needs to happen to move organic from niche to norm.
For a taster of the report, please see our roundup below……..
A movement that’s driving the direction of multiple industries, the rise of conscious consumerism has meant that brands are feeling the pressure to conduct business more responsibly.
According to The Soil Association, in cosmetics, this has translated into the phenomenon known as ‘clean beauty’. Building on the ‘clean eating’ movement seen within the food and beverage industry, the term ‘clean beauty’ is also open to interpretation. However, despite its ambiguity, the concept has encouraged consumers to question cosmetic businesses as well as to become better informed about ingredients, argues the report.
In addition, the trend has meant that a higher number of innovative organic and natural alternatives are being propelled into space, forcing retailers to review their criteria for stocking beauty brands and established brands to rethink their direction if they want to remain relevant.
Beauty’s Getting Serious
Moving away from its association with vanity and frivolity, skincare is now taking a proactive approach to alleviate the modern consumers’ health concerns, according to the report.
This has led to a higher number of beauty brands formulating products with an emphasis on organic and natural ingredients, as well as shifting direction when it comes to their marketing efforts.
“Cosmetics companies have recognised the change in consumer mindset and, as a result, their focuses have shifted,” argues the report.
“Brand marketing has moved away from traditional, stereotypical and often unachievable messages such as ‘anti-aging’ and ‘flawless’, and has started to use messaging that is more relevant to people’s lifestyles and what’s happening around them.”
The Development Of Wellbeing
As the importance of wellbeing on physical and mental health continues to gain traction across the globe within beauty, for businesses that can put solutions in place to boost emotional and physical wellbeing, there is the opportunity to appeal to a new audience.
Like organic lifestyle and beauty brand Bamford, which has begun to offer personal mindfulness consultations in its Haybarn Spa, there are a number of opportunities for organic businesses to own the wellness space and expand their reach by integrating other wellness concepts into their offerings.
“Organic brands can experiment with other resources and avenues to add another layer to their existing offering, whether that is collaboration, investing in different platforms to enhance their narrative or positioning within the market, or developing their business in virtual and physical spaces,” argues the report.
In 2018, the Soil Association predicts that this strategy will be adopted further, as the organic beauty and wellbeing market expands beyond the urban bubbles across the rest of the UK.
Regulating The Industry
According to a recent study by the Soil Association, “77% of people would be reassured if a product which said ‘organic’ on the label was certified to an independent standard.”
In light of this attitude, certification to voluntary cosmetic standards, like COSMOS — the world’s leading certifiers in the organic and natural cosmetics industry — have been a welcome addition to the industry. However, there is still a long way to go if the industry is to fully protect consumers.
Moving forward, the priority for the cosmetics industry in the US is regulation.
The US government recently introduced a bill to amend the FDA and make cosmetics safer, and with leading retailers like Target committed to promoting full ingredient transparency, banning several preservatives in all beauty, baby, personal care and household cleaning products, it is hoped that more thorough regulation and business initiatives such as these will lead to the segment’s continued growth.