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#8041-14
technical INSIGHTS: natural & Organic
cosmetics brand assessment
What Natural and Organic Brands
are Making the Grade?
High consumer demand for natural and organic cosmetics is leading to a
large number of brands making 'natural' and 'organic' claims. However,
how true are these claims? What products are really natural
cosmetics, and how true are many of the organic marketing claims?
This Technical Insights report
provides some clarity to such questions by
examining cosmetic products and rating them in terms of their
'naturalness'.
Over 50 cosmetic brands were selected and given naturalness ratings
according to their ingredient composition. Brands were selected
according to their natural / organic components, especially those
highlighting such features in marketing campaigns. The brands were rated
from certified organic (9-10), pure natural cosmetics (5-7),
semi-natural (3), naturally inspired (2) to conventional cosmetic (1).
A major finding is that few brands are living up to their marketing
claims, with some even having conventional cosmetic formulations.
Synthetic preservatives, emollients and surfactants are commonly found
in products claiming to be '100% natural', whilst some organic cosmetics
are not even meeting natural standards.
The most authentic products were those certified by a recognised agency;
brands with certified products received high scores in every region.
Natural & organic cosmetic standards encourage formulators to use green
ingredients, whilst placing restrictions on synthetic raw materials.
Standards are also successful in building consumer trust in natural /
organic cosmetics as they distinguish certified products from falsely
labelled ones.
Prepared by a chartered chemist with over 20 years of experience in
cosmetic formulations, this Technical Insights report aims to clear up
much of the confusion about natural & organic cosmetics. By ranking
brands according to their formulations, some clarity is provided in
terms of what is a natural / organic cosmetic product. The report
enables brand owners to classify their cosmetic products as well as
benchmark against similar products.
Over 50 international brands are assessed in the report that include
Intelligent Nutrients, The Body Shop, L'Occitane, Lush, Korres, Garnier
Bio Active, Nude, Aubrey Organics, NuSkin, Johnson's Natural,
Yes To Carrots, Jurlique, Himalaya
Herbals, Skin Food, Natura and many more.
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