Two Views: Natural beauty is here to stay

By Deanna Utroske contact

- Last updated on GMT

expert opinion column Two Views: Natural beauty is here to stay
Cosmetics made with non-synthetic or ‘clean’ ingredients sourced from nature are quite popular just now. For this installment of Two Views, Cosmetics Design asked Wendi Berger of Pour le Monde Parfums and Corina McDonnell of Flynn&King to comment on the sector’s potential longevity.

Innovative startup thinking from former beauty business insiders and entrepreneurial beauty consumers has put numerous all-natural cosmetics and personal care brands into the marketplace. Here, two natural indie brand founders talk about why they believe natural beauty isn’t a trend but an established category on the rise.

Wendi Berger, President and Creator at Pour le Monde Parfums  

“In the three years since Pour le Monde launched, there has been enormous growth in the natural beauty space as more consumers question ingredients found in personal care. They scrutinize and hold companies accountable and expect transparency, efficacy, sustainably sourced ingredients and cruelty free products. 

“As natural resources become more accessible, traditional cosmetic companies are now eliminating or modifying some questionable ingredients with safer alternatives to appease the consumer demand.  While skin care and color have taken precedent, we’re finding more people now understand that commercial fragrances are the farthest thing from being natural. 

“Our newest retail partner, Macys.com recognizes this fast growing market and has added Pour le Monde’s certified 100% natural eau de parfums to their fragrance portfolio.  This is just one example of how carrying a natural brand has gone mainstream from the days naturals were only found on the shelves of a health food store.” 

Corina McDonnell, Co-Founder and Director of Sales and Marketing for Flynn&King

“Here at Flynn&King, we like to think of green beauty as a movement, not a fad. It's a movement to show large commercial brands that they don't get to dictate what we put on our skin. The same way there was backlash against GMO's, high fructose corn syrup, dangerous dyes, etc. in our food, we are able to vote with our dollars and source healthy cosmetics.

“Consumers tend to forget that our skin is our largest organ in our body and what is applied to it is equally important to what we feed it. It absorbs all ingredients and I know personally, I didn't think about that when I was younger. I bought the cheapest drugstore lipstick without a concern in the world that there is lead, artificial dyes and cancer-causing plastics in most. Even expensive cosmetics contain very harmful ingredients.

“The best way you can protect yourself is to read your ingredients. Know what you're using and know what not to use.”

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