The growing demand for “clean and beauty” products by consumers and the increase in distribution have driven the market. With the continuous application of natural products, most of the income comes from natural skin care products, such as moisturizers, lotions, soaps, masks and other products.
Natural food stores are a traditional export of natural personal care products. However, with the drastic changes in sales channels, market share is declining. Natural and organic personal care products are entering professional personal care stores, department stores, pharmacies and supermarkets. Another trend is that new stores are opening counters that specialize in selling clean beauty products.
Studies have shown that although the number of natural and organic personal care standards has increased significantly over the past decade, adoption rates are still low. Certified products account for approximately 10% of sales of natural and organic personal care products. NPA, NSF and ANSI 305 are the most popular standards. Among them, non-GMO projects have been the fastest-growing label, and currently there are about 30 personal care brands.
As brands compete for retail shelf space, the risk of competitors is rising. The Blazers are shifting their focus from natural ingredients to broader green issues such as ethical sourcing of raw materials, sustainable packaging and resource efficiency.