Natural beauty brands look for new ways to attract customers

The demand for natural beauty products has soared over the last few years - but now there are signs growth is slowing down.

According to Premium Beauty News, new research by Organic Monitor shows brands are now looking for new ways to reach consumers.

The natural and organic beauty market in North America is worth $5.4 billion, but most growth now is from outside natural food shops, according to the research.

Organic Monitor says: "Burt’s Bees and Yes To brands have grown considerably in drugstores, whilst premium brands like Dr. Hauschka have become popular in beauty retailers.

"JR Watkins is focusing on multi-level marketing, whilst brands like Eminence Organic are targeting hair salons. Natural brands are also making inroads in mass market retailers, encouraging supermarkets to develop private label ranges."

Export markets are also important areas of growth, with demand rising in countries such as China and India.

“The Asian market is attractive because of healthy market growth rates and high consumer preference for western brands," says Organic Monitor.

"With a consumer market of 1.2 billion, the Chinese market is deemed the most prospective in Asia. However, few western brands have made advances because of distribution and regulatory issues."

These issues are due to be discussed at the Sustainable Cosmetics Summit in New York from May 17 to 19, which will be attended by CEOs from many natural beauty brands including Weleda.

[Image: Jorg Weingrill]

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