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The clean beauty market is one of the fastest-growing segments in beauty. According to our soon-to-be-published Natural and Clean Beauty Regional Series report, the U.S. market grew almost 10% in 2022 and is expected to continue its strong trajectory in the future. However, as the market becomes more and more saturated with numerous brands to
Despite the COVID-19 crisis, declining GDP rates, and tremendous political turbulence plaguing the country, the natural segment of the Brazilian beauty industry grew at 10% in 2020, on par with 2019 levels.
As the world first entered coronavirus-related shutdowns in March 2020, natural beauty brands were suddenly tasked with offering two important points of differentiation: authenticity and the ability to pivot. While conventional brands indeed managed to navigate the pandemic, indies were often the first to react to it. They shifted marketing campaigns, becoming more consumer-focused, personalized, and willing to consider consumer feedback. As a result, consumers gravitated toward these authentic and relatable companies, as shown in our recently published Natural and
