Natural and organic skincare has grown some deep pockets the global market for natural skincare is projected to reach $10 billion by the start of this year. But growing popularity hasn’t stopped the eco-beauty niche from continuing to innovate and evolve. Taya Tomasello, director of beauty innovation for the Mintel International Group, a marketing research firm, describes one of the most prominent trends as “scientifically natural” naturally sourced beauty products that incorporate biochemistry into their formulations. We talked to Tomasello and Jody Villecco, quality standards coordinator for Whole Foods Market, to bring us up to speed on what else is new for 2010.
The mood-beauty connection
Get ready for beauty products that use fragrance, texture, and even temperature to enhance mood. Tomasello says formulations designed to de-stress, encourage sleep, and generate positivity are a part of cosmetics’ evolving landscape. A new frontier, mood beauty marks the intersection of psychology, wellness, and glamour think of it as a place where neurotransmitters mingle freely with night creams. Ahead of the curve: Aromafloria and Buddha Nose both incorporate aromatherapy into their body care products. Jas¶n recently partnered with Celestial Seasonings to create a new line of herbal tea-infused hand and body lotions.
Turbo beauty
Organic skincare isn’t just simple witch hazel toners and clay facemasks; lately it means using the most cutting edge technology in service of a clearer, smoother, complexion. Turbo beauty is all about skin products, such as serums, that come fully loaded with what Tomasello calls “natural actives” phytochemicals, anthocyanins, and fermented ingredients. Ahead of the curve: Nude, Sophyto Organics, and Suki are all great examples of skincare companies that incorporate the most sophisticated science into their toxin-free, high-end lines.
True organics
Clarifying what organic means when it comes to personal care will be a big issue in 2010 says Villecco. “There’s a lot of criticism against products who use the label organic falsely, and regulatory agencies are getting closer to figuring out how to address this.” How you use the word organic can mean many different things, from made with organic ingredients to 100 percent organic. Peruse ingredients lists carefully to make sure you’re not being bamboozled, or if you’re a real purist, look for products certified under the USDA National Organic Program.
Ahead of the curve: Terressentials, Dr. Bronners, and even Origins have certified organic lines chock full of nourishing oils and herbs.
Green packaging
“We’re seeing more innovative packaging and sustainable materials, which is huge and necessary going forward,” says Villecco. In fact, Whole Foods has released new packaging standards to be enforced by September, 2010, which completely eliminates BPA, acrylic, PVC, and other toxic materials from skincare containers. Big improvements in bio-based packaging will make this a key part of beauty’s new design landscape.
Ahead of the curve: Cargo Cosmetics Plant Love line of makeup comes in whimsical, biodegradable tubes and compacts made from corn, while Pangea Organics pioneered the use of molded fiber, 100 percent compostable boxes embedded with seeds that you can actually plant.
Sustainable ingredients
Skincare companies are now not only more conscious about what’s in their formulations, but also how those ingredients are sourced. Many manufacturers now boycott palm oil, a common ingredient in skincare, to protect tropical forests, and a growing number of companies are turning to Fair Trade ingredients such as shea butter, rose extract, and cane sugar.
Ahead of the curve: Alaffia (alaffia.com) is directly involved in the entire shea butter process, and puts 10 percent of sales directly back into African community projects. Ren puts a sophisticated face on sustainably sourced ingredients by incorporating Fair Trade Moroccan rose Otto extract into its serums and body creams.
By Elizabeth Marglin
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