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Pomegranates, grapes and honey may sound good enough to eat, but in today’s beauty biz, they mean health and hydration for hair and skin, and new possibilities for a growing market.
Antioxidant extracts and energy-packed actives are big business with natural appeal. According to Euromonitor, companies are increasingly incorporating natural ingredients into products to distinguish themselves from the competition. In fact, it’s become a key element in many marketing strategies—and for good reason. Euromonitor puts the global market for natural cosmetics at $3.9 billion, and forecasts the market to grow 9% annually through 2008 to $5.8 billion. This trend is evident in the number of natural product launches.
Euromonitor notes that as part of a trend for health and wellness, consumers are adopting a more holistic approach to beauty care. Natural ingredients are appearing in all sectors and categories, and new benefits increasingly are being touted as key to cell renewal, antiaging and repair.
As the call for more control over what can be touted as natural and with savvy customers willing to question claims, the growing naturals market does mean a marketer can slap a natural label on a product and wait for the sales. The demand is there, but consumers want claims substantiated and demand the efficacy of non-naturals. To meet these demands, companies are peeking in at all points of the globe to source effective naturals. From South America to Australia, to the depths of the oceans between, the hunt is on for naturals to suit the needs of today’s sophisticated consumer. Along with that quest for the new, suppliers of natural ingredients continue to champion the long-ago proven—such as honey and aloe.
Marine-based ingredients and flowers with anti-inflammatory properties continue to gain popularity in a variety of skin care treatment products. On the raw material supplier side, Tri-K Industries recently introduced Cehami PF, an entirely natural active plant extract derived from Centipeda cunninghamii—a member of the daisy family indigenous to the Australian outback. According to the company, it was used for centuries by the Australian Aborigines as a remedy for skin complaints and other ailments, and possesses potent anti-inflammatory and restorative properties. Cehami PF was developed to capture the healing and soothing properties of the herb for cosmetic use. According to the company, it has proven to reduce skin inflammation and increase cell regeneration. Tri-K notes that it increases efficacy in a wide range of cosmetic formulations—including products for the treatment of acne, self-tanners, pre- and post-sun treatments, antiaging products, products for sensitive skin, shampoos and conditioners.