BACK TO NATURE
Thanks to the trend for clean, green living, words like ‘natural’ and ‘organic’ are now frequently applied to cosmetics. But what do they really mean, are eco beauty products effective, and what ingredients should you avoid? Elise Wilson takes a closer lo
– natural and organic beauty decoded
It’s hard to imagine a time when the words ‘natural’ and ‘organic’ weren’t part of everyday life. Thanks to increased awareness around the number of synthetic chemicals we ingest through our food and the cosmetics we use on our skin – not to mention the impact manufacturing products and their packaging has on the environment – the trend for clean, green living is more popular than ever.
If you already eat organically, recycle regularly, and use eco-friendly cleaning products, then you’re more than ready to take the plunge into natural beauty – and you’re not alone. In the past year, demand for natural/organic skincare sky-rocketed by 21.4 per cent in New Zealand, according to pharmacy data. So it’s safe to say this is one beauty trend that isn’t just a temporary fad.
“There exists clear evidence of a shift in people’s buying behaviour towards brands that have a positive impact on the world, and look after the environment and their wellbeing,” says Lisa Wilson, international communications manager for Trilogy. “People are becoming aware that what is put on the body is absorbed through the skin into our systems – and therefore is just as important as what is consumed.”
While this all makes sense, the question remaining on most people’s lips is ‘do natural products actually work?’ Luckily, the answer is yes – choosing eco-friendly cosmetics doesn’t mean you have to sacrifice results. In fact, plant-based beauty products can be even more effective than their man-made competitors, thanks to a plethora of superfood ingredients and increasingly sophisticated formulas, and brands are only too happy to prove it.
“Premium natural and organic skincare not only allows you to get as close to nature as possible, but brands are now also bringing to the market scientific validation too,” says Deborah Sampson, global brand specialist for Antipodes.
So, if you’re ready to make the switch, where should you begin? What’s the difference between natural, organic and certified organic and what ingredients are best avoided? Here, we explain the terminology and give you the lowdown on how to hunt out the best nature has to offer.
Skinfood,$23. Weleda Ashley & Co Wash Locks Balanced Shampoo and Conditioner, $40 each.