Natural skincare products are a trend. Grand View Research released figures last year which indicate that there has been an increase in demand for natural skincare products.
The numbers show the growth economically: the global organic beauty market is likely to reach £11.9bn by 2020. This value is expected to double in the next 8 years.
Danielle Berends, a natural-path expert, explains why clientele for natural based products are on a rise: “More and more people have started to eat clean and organic. You need to think also about what is going into your skin. So there are now many natural skin beauty bloggers out there.”
Kline research suggests that there is a growing number of consumers that are choosing to pay extra for products that are natural or those claiming to be natural. But how natural is natural? Can consumers be misled?
When it comes to marketing the “natural” value of products, UK brands must follow regulatory standards that make sure that products being sold are safe for everyone.
Mitch Durrant, a 23-year-old corporate lawyer from London, discussed the laws in place for companies to follow in order to avoid misleading consumers. He says that companies often have a legal and marketing team backing their products to find ways to sell their products as ‘natural’ and ‘traditional’ without being caught by the regulation.
“Majority of the time, these laws are designed to protect the general public against misleading business practices… practices which are deliberately false just to sell more of that product.”
A lot of moisturisers and skin oils will claim to be all natural but will actually be made up of mostly water followed by oils and emulsifiers and preservatives. The oils which are actually natural and good for your skin is about 40% of the ingredients from what it says on the label.
In the EU, products must also undergo an expert scientific safety assessment before being sold.
Speaking to Berends, who is also the owner of ILOVEMYSKIN skincare, she explains why it is important to ensure that your products are natural and how this is achieved by EU standards law.
She said: “The EU testing that you have to have done, you have to have certification to say it is what it is and when I make something I have to send it off for a cosmetic product safety report. They look at all the ingredients to make sure that what I am saying is what the product is giving. My products are all natural.”
Oliver Cole, a 27-year-old investment banker in London, considers competition to be one of the primary drives behind a company willing to bend the vocabulary a bit in the marketability of their product.
“In order to claim your product as traditional you merely need to say that you have made a certain product the same way for a certain number of years,” he said.
“Often public perception is that traditional may be healthier or follow a similar premise as organic, which is obviously incorrect.”
Cole elaborated on the facts that companies are often regulated in regards to what they can and can’t say about their products.
He continued: “It comes down to companies prioritizing “sensation” words that will “push ideas of how a product helps you in your day”, and make difficult claims to prove, which is why they get away with their tactics.”
What makes products natural is that it comes from nature and it has to be plant based with essential oils, rather than water based and mixed with preservatives.
A key sign to look for when purchasing a skincare product which claims to be natural is the inclusion of fragrances and preservatives. Almost every product which has water will inevitably contain preservatives. Unscented products may also have a fragrance to cover up the chemical scents so do not be fooled by water based products.
We can expect this trend to continue being popular as there are different ideas and brands branching off the natural skincare concept. Some companies have started formulating products which apply to a niche market for example natural skincare and cosmetics with halal certification.
So Westminster World reporters looked at the top three “natural” products in the high-street stores.
- Superdrug’s Naturally Radiant Glycolic Overnight Peel, £2.99
This naturally radiant glycolic overnight peel is formulated with a unique energising complex infused with Kiwi Fruit and Mulberry Extracts to help revive skin’s radiance and even out skin tone. Its natural preservatives outshine all other products on the stand.
- Body Shop’s Vitamin E Hydrating Toner, £8.99
A refreshing, hydrating alcohol-free toner with protective vitamin E and moisturising natural wheat, removes traces of make-up and remaining cleanser.
- Boots’ Green People Orange Blossom Moisturiser, £20
This moisturiser is free from parabens, lanolin, alcohol, artificial perfumes, and colourants, which means it’s suitable for people who can be susceptible to eczema and psoriasis.