With more brands than ever declaring themselves natural or clean, the natural beauty movement is expected to continue its strong growth. As we begin research on the new Natural Personal Care Global Series: Market Analysis and Opportunities, we take a look at rising trends in the market, such as the ever-growing confusion surrounding what makes a product clean or natural. With market coverage spanning across new regions, such as Asia, Europe, and Latin America, we take a deep dive into the key trendsetters, brands, and market-movers and use our proprietary rating system for the assessment of the naturalness of these brands and their rating on our new and improved rating scale.
In the United States, indie brands, such as those covered in our Beauty’s 100 Favorite Brands: Analysis of Booming Independent Brands in the United States, pioneer the new standards of natural using ingredient exclusion lists or hero ingredients to establish their positioning in the market. Wave-making newcomers, such as Bawdy Beauty and Tula, promote transparency in formulas and continue to research ingredients to create the safest formulas available.Continue reading