It’s just natural: three things CosmeticsDesign saw at Expo West

By Ravyn Cullor

- Last updated on GMT

Cosmetics brands and companies focused on natural and organic personal care exhibit their products and services at Expo West. © Getty Images - Ivan Bajic
Cosmetics brands and companies focused on natural and organic personal care exhibit their products and services at Expo West. © Getty Images - Ivan Bajic

Related tags natural beauty organic Natural cosmetics Ingredients ingestible beauty

While Expo West is primarily a food, drink and supplement show, there was plenty for cosmetics professionals to see with legacy and new brands doing natural and organic beauty products.

The natural and organic cosmetics and personal care market sits around $42.3 billion globally and is expected to hit $54.5 billion by 2027, according to Statista. Many companies on the Expo West floor were showcasing their products designed to tap into that market value.

Here are three things CosmeticsDesign saw at the Expo West show (in between enjoying food and drink samples).

Waterless waterless waterless

Waterless formulation was king among the cosmetics and personal care exhibitors. 

There were many brands showcasing classic bar soaps in many iterations, like bar shampoo and soaps including a variety of ingredients like goat's milk and a broad array of botanicals. 

Many of the brands showing bars were offering relatively similar products with differentiation in branding, ranging from classic “crunchy” vibes to more modern, brightly colored and minimal design packaging.

Other companies were showing a broad range of beauty products, like Oceanly, which will soon launch full skin care, hair care and suncare lines packaged in non-plastic packaging, and Badger, which showed a range of their more classic solid balms and SPF in tins.

Thai brand Znya also showcased some powdered skin care options, including a facial cleanser and a jasmine rice mask.

Ingestible beauty (in many forms)

It’s no surprise at a show with a large supplements section that a number of companies were showcasing their options for ingestible beauty products. InsightAce Analytic estimates the global ingestible beauty market was $3.39 billion in 2021 and may reach $8.3 billion in 2030.

Collagen products were among the most common ingestible beauty categories at Expo West, a market that is estimated to reach $822.9 million by 2027, according to Research and Markets.

These products were being showcased in many formats, including ones commonly available in the consumer market, like pills and powders to single-serving drinks like Vital Proteins collagen water. Some brands, like prebiotic soda brand Poppi, also highlighted possible beauty benefits outside of their primary purposes.

Many brands also showed more general “beauty” supplements, often focused on hair and nail growth or improving skin condition.

Riding the ingredient trend wave

As cosmetics trends sweep through the organic and natural beauty market, a number of companies focused their exhibits on riding ingredient trends.

Ingredients like witch hazel are having a moment in cosmetics, partly fueled by TikTok, and brands like Thayers, which has been making witch hazel products since 1847, did large exhibits to ride the wave of consumer interest.

More broadly, as botanicals are popular with Earth-conscious consumers, they were front-and-center at many brands’ booths, showing specific plants and their supposed cosmetics benefits. 

Some brands also appeared to be dabbling in marketing the use of upcycled ingredients in their products. 

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