Global sales of natural and organic cosmetics are projected to reach $14 billion this year, according to a comprehensive study by Ecovia Intelligence. The market experienced a slowdown due to the pandemic and economic disruptions from geopolitical conflicts, but is now showing signs of recovery. Ecovia Intelligence has been monitoring this sector since 2003, collecting data on market trends, key players, and product innovations.
North America and Europe currently dominate the natural beauty market, accounting for over 80% of total sales. The US leads globally, with natural and organic products comprising a significant portion of cosmetic sales. However, the most rapid growth is witnessed in Asia, fueled by a surge in new product launches. Both established and emerging brands are increasingly incorporating natural and organic offerings into their portfolios.
Over the years, certification has emerged as a crucial aspect of the natural beauty industry. Products with certifications now represent a substantial portion of sales in countries like Germany and France. Notably, standards such as COSMOS and NATRUE have gained significant traction in Europe, with France and Germany leading in certified product availability. Globally, certified products constitute around 26% of all natural and organic cosmetic sales.
Product distribution has evolved as a key driver of industry growth, with natural beauty products now being sold not only in health food stores but also in mainstream outlets like drugstores, pharmacies, and beauty retailers. Online retailing has witnessed a surge in importance, particularly in the wake of the pandemic. Moreover, some brands are exploring non-traditional sales channels such as hair and beauty salons.
The competitive landscape has undergone a significant transformation, with major multinational corporations like L’Oréal, Estée Lauder, and Unilever increasingly investing in natural and organic beauty lines. Niche brands that were once the primary players in this space now face competition from industry giants who have either introduced natural product lines under their existing brands or acquired natural beauty companies.
Looking ahead, Ecovia Intelligence predicts continued market growth as consumers become more conscious of the potential health risks associated with synthetic chemicals in traditional cosmetics. The demand for natural and organic beauty products is expected to rise as consumers seek safer alternatives free from ingredients like parabens and mineral oils. This shift towards natural beauty signifies a broader trend towards clean and sustainable beauty choices.
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