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US: Natural Products Taking Cosmetics Industry to
New Frontiers
Natural & organic
products are taking the American cosmetics industry to new frontiers
with the launch of several new products this month. Innovative products
are being launched by cosmetic manufacturers and retailers to meet
burgeoning consumer demand for ethical & natural cosmetics.
The first-ever cosmetic products with the certified fair trade logo are
currently being rolled out in natural food shops. Launched under the
Queen Helene Naturals brand by Hain Celestial, the skin care products
are made from organic and fair trade cocoa butter.
This is ethically sourced from third world producers who are given a
premium price for community developments and environmental stewardship.
Although
fair trade products are nothing new in the US, these are the first-ever
cosmetic products with the Trans Fair logo. |
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Hain Celestial
plans to expand distribution of its novel cosmetics to drugstores
and mass market retailers at the end of the year. The Queen Helene
brand is highly established in the US market, representing natural
beauty products since the 1940s.
Authentic natural cosmetics are also being launched under the
private label of a mass market retailer for the first time this
month. The leading supermarket plans to eventually replace its
natural cosmetics range with its own brand lines. Several brands of
natural cosmetics are making inroads into mass market retailers,
however this is the first dedicated range of private label products.
The move follows the launch of ErbaOrganics organic skin care
products by Target stores earlier this
year. Even Wal-Mart has stepped in by introducing Natural & Organic
Bodycare Oasis sets in 366 superstores. The 4-foot sets house
several brands of natural beauty products.
Natural cosmetics are also becoming more visible in drugstores. Be
Fine Food Skin care, an innovative range of skin care products
has been launched
in CVS drugstores. The paraben-free products are
made from
food ingredients like oats, pomegranate, pineapple and ginger.
The novel
products are scheduled to be rolled out in supermarkets later
this year.
Mass market retailers are jumping on the natural & organic bandwagon
to satisfy consumer demand for ethical & safe cosmetics. Consumer
interest in these products is rising as they seek natural & organic
products and become more aware of the possible dangers of synthetic
chemicals in cosmetics & toiletries.
Organic Monitor envisages these novel product launches to have a
significant impact on the American cosmetics industry. The
‘mainstreaming’ of natural cosmetics is making these products widely
available in supermarkets, drugstores, and mass market retailers.
The success of Queen Helene Naturals could have most repercussions
however, especially on cosmetic ingredient sourcing. Fair trade and
organic could be the way forward for an industry increasingly
looking at social responsibility and sustainability.
Related Reports:
#7021-92
Strategic Insights: The Potential of Fairtrade Cosmetics & Ingredients
#3001-60 The North American Market for Natural
& Organic Personal Care Products
Posted: July 9th 2007
For permission to publish our research articles, please contact our
Press Department
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