Think­ing of go­ing nat­u­ral? Let Clau­dia Ren­ford help you make the tran­si­tion to this fast-grow­ing beauty trend, and find out how the big-name com­pa­nies are re­spond­ing to the de­mand for more holis­tic prod­ucts.

Australian Women’s Weekly NZ - - CONTENTS - AWW

go­ing nat­u­ral – the fast-grow­ing trend

Fads come and go, but the “green” theme is prov­ing very sus­tain­able – from or­ganic eat­ing to eco-friendly life­styles, we are no longer sat­is­fied with just be­ing a “green thumb”. Not only are we look­ing for healthy al­ter­na­tives to what we put in our body, but also what we put on our skin and how it af­fects the en­vi­ron­ment.

With me­dia storms over en­vi­ron­men­tal nas­ties such as mi­cro beads and car­cino­genic prod­ucts, it’s not sur­pris­ing that we are see­ing a rise in the “con­scious con­sumer” and a huge in­crease in nat­u­ral and or­ganic prod­ucts.

Nat­u­ral and or­ganic prod­ucts are one of the fastest grow­ing trends glob­ally. Lisa Wil­son, In­ter­na­tional Com­mu­ni­ca­tions Man­ager for Tril­ogy, says that in the 12 months to March 2016, phar­macy data shows the nat­u­ral/ or­ganic skin­care seg­ment grew 21.4 per cent in New Zealand and 26.7 per cent in Aus­tralia; this is com­pared to to­tal skin­care, which grew 13 per cent and 14.5 per cent re­spec­tively. Ac­cord­ing to an Amer­i­can-based not-for-profit en­vi­ron­men­tal or­gan­i­sa­tion, EWG (The En­vi­ron­men­tal

Work­ing Group), which aims to ed­u­cate con­sumers on health and well­be­ing by re­port­ing and analysing on such trends, the global mar­ket for or­ganic per­sonal care prod­ucts was val­ued at more than $7 bil­lion (US Dol­lars) in 2012. It’s big busi­ness, which has steered many large multi-na­tional com­pa­nies to take note and re-eval­u­ate their prod­ucts.

Mal­colm Rands (aka the Eco­man), New Zealand’s own or­ganic ac­tivist who has pro­duced a line of eco-friendly clean­ing and body­care prod­ucts, has seen that big cor­po­ra­tions are hav­ing to take no­tice of the con­sumer de­mand for a more holis­tic and en­vi­ron­men­tally friendly ap­proach to skin­care, and are con­se­quently aim­ing to “clean up” their prod­ucts.

“Multi-na­tion­als are hav­ing to ques­tion what they’re putting in their prod­ucts, as the con­scious con­sumer be­comes more vo­cal,” he says. “Con­sumers are ask­ing, where do you get your in­gre­di­ents from? What hap­pens when they are washed down the drain?

What are you do­ing to pro­tect the en­vi­ron­ment? Who are you test­ing these prod­ucts on?

“The best way for them to an­swer those ques­tions is to change their habits.”

Lis­ten­ing to the con­scious con­sumer

We still have a long way to go, but syn­thetic sub­stances such as mi­cro beads are one ex­am­ple of how big cor­po­ra­tions are lis­ten­ing to con­sumers who are con­cerned about their en­vi­ron­men­tal foot­print as well as their health, and want to see change. John­son & John­son, for in­stance, have agreed to phase out these tiny plas­tic par­ti­cles from their prod­ucts by 2017. Mi­cro­scopic in size, mi­cro beads are ca­pa­ble of pass­ing through our treat­ment sys­tems, and then find their way into our nat­u­ral water and into our food chain via the birds and fish that we con­sume. An­other ex­am­ple is that lead­ing per­sonal care com­pa­nies, in­clud­ing Avon, John­son & John­son and Proc­ter and Gam­ble, have agreed to re­move tri­closan from their prod­ucts. Tri­closan is often used in hand soaps and body washes to re­duce bac­te­rial growth, but may be harm­ful to the hu­man body.

These ac­tions show large cor­po­ra­tions have made a start to­wards safer prod­ucts, but many nat­u­ral and or­ganic com­pa­nies have been fight­ing the cause for some time and prov­ing that nat­u­ral prod­ucts are just as good, if not bet­ter than, chem­i­cal-based ones.

Lisa Wil­son from Tril­ogy can at­test to the de­vel­op­ments of nat­u­ral skin­care. “In­no­va­tion in nat­u­ral and or­ganic in­gre­di­ents and tech­nol­ogy has moved so rapidly in re­cent years that you can get the same, or in­deed bet­ter, re­sults with­out re­sort­ing to syn­thet­ics,” she ex­plains.

“There are some in­cred­i­bly ef­fec­tive botan­i­cal in­gre­di­ents, which are backed up with strong clin­i­cal data, that sim­ply weren’t avail­able a few years ago. The grow­ing global de­mand for truly nat­u­ral skin­care is ev­i­dence that peo­ple are see­ing good re­sults from these prod­ucts for them­selves.”

Back to na­ture

Brigit Blair, founder of Lin­den Leaves, agrees and has seen great de­vel­op­ments and re­sults over 20 years in the busi­ness. Af­ter strug­gling to care for her two chil­dren, who suf­fered from se­vere al­ler­gies and eczema, and tired of con­stantly be­ing pre­scribed steroids by doc­tors, she felt there had to be a bet­ter way.

“I looked at an­cient rit­u­als and be­lieved that what we put into our bod­ies, we can put on our bod­ies – it’s about work­ing in har­mony with your skin and get­ting it back into bal­ance. To me, I just couldn’t see why nat­u­ral in­gre­di­ents wouldn’t be just as ef­fec­tive as any chem­i­cal prod­uct, as they are not full of the junk that chem­i­cals have.”

Within her range she uses nat­u­ral prod­ucts such as or­ganic white tea, av­o­cado oil and chia seeds to re­plen­ish, mois­turise and pro­tect the skin and wild daisy ex­tract to lighten and brighten the com­plex­ion.

Nat­u­ral prod­ucts, how­ever, don’t come

cheap and their shelf life is sig­nif­i­cantly less than chem­i­cal-based prod­ucts.

“Nat­u­ral skin­care is gen­er­ally made in small batches, has a shorter ex­piry date and it’s not easy to for­mu­late,” Brigit con­tin­ues, “and when you are deal­ing with nat­u­ral in­gre­di­ents they can vary in colour from batch to batch.” (A big­ger com­pany would even all that out with syn­thet­ics and fillers, mak­ing it cheaper and longer last­ing on the shelves.) But nat­u­ral prod­ucts, as Brigit puts it, are a labour of love.

“It’s part of the whole well­ness realm – eat­ing and drink­ing well, ex­er­cise, sleep, manag­ing stress – if you can have that well­ness ap­proach, then you’ll get the best re­sults with your skin­care.”

Go­ing au nat­u­rale

If you are con­tem­plat­ing switch­ing to a nat­u­ral prod­uct, ex­pect some ad­just­ments.

“Since your skin is so used to be­ing bom­barded with chem­i­cals, it’s not sur­pris­ing that it gets con­fused when nat­u­ral prod­ucts are used,” says Stephanie Evans, Cre­ator of Oa­sis Beauty. “Switch­ing to nat­u­ral skin­care does re­quire some per­se­ver­ance. Some will see break­outs and oth­ers may ex­pe­ri­ence dry­ness in­stead, or as well.”

Stephanie rec­om­mends in­cor­po­rat­ing one or two prod­ucts at first into your skin­care rou­tine and give it at least 30 days to see the ben­e­fi­cial changes, as this is how long it takes for the skin cells to re­new. “It’s sim­i­lar to cut­ting out re­fined sugar from your diet. For a while, you may get headaches and your skin may worsen, but when the body has detoxed all the nas­ties, you start to see a pos­i­tive dif­fer­ence.”

1 2 1. Lin­den Leaves Foot­care Foot Re­viver, $23. 2. An­tipodes Ju­bi­la­tion Ul­tra Nour­ish­ing Hand and Body Cream, $43. 3. Oa­sis Beauty Full Cream Cleanser, $33. 4. Dr Teal’s Pure Ep­som Salt Body Lo­tion, $20. 5. Sukin Hy­drat­ing Fa­cial Masque, $21. 6. Sk­in­food Re­new Cer­ti­fied Or­ganic Coco+Nut Oil, $24. 7. Grin Nat­u­ral Tooth­paste in Cool Mint, $8. 8. Pure Fiji Co­conut Milk Bath Soak, $46. 9. Hu­man + Kind BB Cream, $39.50. 10. Liv­ing Na­ture Ra­di­ance Night Oil, $69. 11. An­tipodes Manuka Honey Skin-Bright­en­ing Light Day Cream, $65.



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1. Wild Ferns Manuka Honey Re­plen­ish­ing Day Creme, $22.50. 2. Olive Il­lu­mi­nat­ing Face Pol­ish, $27. 3. Lin­den Leaves Foot­care Foot Scrub, $35. 4. Na­tu­ri­gin Colour Care Conditioner, $40. 5. Good­ness Ev­ery Week Face Scrub, $16. 6. Tril­ogy Eye Con­tour Cream, $52. 7. Oxy­gen Women Or­ganic Ul­ti­mate Botan­i­cal Serum, $55. 8. Dr. Hauschka Clar­i­fy­ing Toner, $55. 9. Manuka Honey ManukaClear Mask, $32. 10. Eco­s­tore Vo­lu­mis­ing Sham­poo & Conditioner, $11 each. 11. Evolu Ac­tive AgeDe­fence Re­gen­er­a­tive Overnight Cream, $63. 1 2

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