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US natural cosmetics go the mainstream route

By Simon Pitman , 09-Jul-2007

The US market for natural and organic personal care products has long led the way, but now, as consumers demand sky rockets, the nations well-established players are ramping up production with increasingly innovative offerings.

Tapping into to demand for ethical and environmentally friendly products, that are likewise deemed to be less riskier than using products containing potentially harsh chemicals, a new industry round-up from Organic Monitor finds that products offerings are getting increasingly sophisticated.



The research company highlights the launch of the first ever cosmetic product with a certified fair trade logo from Trans Fair. The Queen Helene Naturals brand by Hain Celestial is a skin care product that is now available from natural food shops nation-wide and contains ethically sourced fair trade cocoa butter.



The company is hoping that the certification, which aims to become a new industry standard, will help it to launch the brand in drugstores and mass market retailers across the US by the end of the year, the market researcher says.



Likewise, the private label market for natural and organic personal care products is also coming into itself, with the country's leading retailer, launching the first such mass market products in its stores this month.



Although several natural and organic personal care makers have managed to penetrate the mass market, Organic Monitor points out that this is the first time a private label has been targeted on this market.



ErbaOrganics organic skin care products was launched by Target stores earlier this year, while Wal-Mart also introduced Natural & Organic Bodycare Oasis sets in 366 superstores.



Likewise, the country's largest drugstore chain, CVS, provided the mass retail launch platform for Be Fine Food Skin Care, paraben-free products made from food ingredients like oats, pomegranate, pineapple and ginger.



"Mass market retailers are jumping on the natural & organic bandwagon to satisfy consumer demand for ethical & safe cosmetics," the Organic Monitor report said.


"Consumer interest in these products is rising as they seek natural & organic products and become more aware of the possible dangers of synthetic chemicals in cosmetics & toiletries."



The market research provider says that it foresees these latest natural launches having a significant impact on the market, representing the 'mainstreaming' of this categories as more and more US consumers tune into the trend through mass market retailers.



However, the product line tipped to have the biggest impact is the Queen Helene Naturals line, which is expected to be in big demand on the strength of its new-found fair trade certification.

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