According to a post by Kline's VP of consumer products Carrie Mellage, the natural and organic personal care market has registered double-digit growth for the sixth consecutive year since Kline began reporting the segment separately in 2007. Now at nearly US $30 billion in global sales at the manufacturers’ level, natural beauty has solidified its position as a mainstay in the industry. Growing consumer awareness and increasing efficacy of natural personal care products continues to attract consumers. Plant-based ingredients were once enough to entice consumers, but today a product’s function and efficacy are now regarded as at least as important as the ingredient source by many consumers.
As such, natural product brand owners have become quick to capitalize on broader market trends. For example, Sante has addressed the lash extension craze with the introduction of Hypnotic Lashes, which is claimed to be a purely natural complex made up of birch extract, birch sap and black cohosh. Additionally, several natural beauty marketers have introduced alphabet creams (i.e., BB, CC), including Ole Henriksen, Andalou Naturals and Bare Escentuals.
Asia and Brazil are the fastest growing regions for the natural personal care market—both up around 15% in 2013—although these markets regularly enjoy high growth across industries. The steady rise of the segment in Europe and the United States, where the natural personal care market is one of few areas showing sustained high growth, is perhaps more notable.
Europe is the second largest region for natural personal care products, accounting for approximately a quarter of global sales. The region has consistently led the way in terms of advancements and harmonization in certifications and standards. In 2013, Europe saw a 6% uptick in natural personal care sales—more than double the pace of the total personal care market, which is estimated to have increased by about 3% in 2013. Likewise, the natural segment in the United States surged by 7% compared to a 2% rise for the overall beauty market.