While moderating a recent NYSCC panel discussion on all things indie beauty, Jillian Wright, co-founder of the Indie Beauty Media Group (IBMG), pointed out a handful of trends she’s seeing emerge among the innovative brands within her purview. One of the most significant, perhaps, is the shift toward silicone-free product formulations.
The new Creme of Nature Aloe & Black Castor Oil collection typifies this evolving approach to personal care and beauty product formulations. The brand is also, clearly, on board with the growing mainstream use of black castor oil.
A hair brand but so much more
The new Creme of Nature line is about hair care, scalp care, and long hair. “As much as women want healthy hair, they also crave length,” says Teneya Gholston, Senior Director of Marketing for Creme of Nature, in Monday’s media release about the Aloe & Black Castor Oil collection. “This is why we created a full collection that will address both issues and concerns,” she says.
“For all-around hair care and maximum length retention, you must care for your hair from the root to the tip; and that includes scalp care,” explains Gholston. “Our new Aloe & Black Castor Oil collection addresses these issues and concerns with the inclusion of a protein treatment, leave-in, and masks to help reduce shedding and fallout as a result of breakage.”
Beauty supply and beyond
The new line of hair care launched this week in the beauty supply channel as well as in at-mass retail stores and is already available at CVS, at Sally Beauty, and at “other beauty supply stores,” according to the media release.
Creme of Nature’s Aloe & Black Castor Oil Collection is, for now, a collection of just 5 affordably priced products: a fortifying shampoo, a leave-in product, a hair mask, a serum, and a protein treatment.
“Creme of Nature Aloe & Black Castor Oil is a full collection of products for all hair textures,” according to the release; “and it's formulated without any sulfates, silicones, petrolatum, or mineral oil. Creme of Nature Aloe & Black Castor Oil is great for those who are looking to restore damaged hair and improve hair strength and elasticity.”
Black castor oil goes mainstream
Black castor oil has been used in hair care and personal care for generations. And in recent years, the botanical beauty ingredient has been gaining popularity thanks to indie brands like Kreyol Essence.
In 2017 that brand (and its founder Yve-Car Momperousse) landed in the Sephora Accelerate program, as Cosmetics Design reported. And the brand made news again on Cosmetics Design the following year for its cooperative farming ingredient sourcing strategy: by “engineering the supply chains needed to source regionally specific ingredients…[brands like Kreyol Essence] are also creating an infrastructure that can support local communities who’s beauty practices are going global.”
Deanna Utroske is a leading voice in the cosmetics and personal care industry as well as in the indie beauty movement. As Editor of CosmeticsDesign.com, she writes daily news about the business of beauty in the Americas region and regularly produces video interviews with cosmetics, fragrance, personal care, and packaging experts as well as with indie brand founders.
Deanna will be traveling next to the Personal Care Product Council’s annual meeting; if you’ll be there too and have beauty business news to share, feel free to contact her at firstname.lastname@example.org