Beauty that Won’t Budge

See what’s trend­ing in nat­u­rals

Natural Solutions - - Natural Radiance - BY PAIGE PAD­GETT

Re­mem­ber when beauty ex­perts and the me­dia said nat­u­rals were just a pass­ing fad? Well, no one thinks that any­more. In fact, nat­u­ral beauty prod­ucts are no longer con­sid­ered a niche mar­ket, but part of the mega-trend of con­scious, healthy liv­ing, ac­cord­ing to Jasper van Brakel, CEO of Weleda North Amer­ica. Consumer de­mand and in­creas­ing ef­fi­cacy of nat­u­ral per­sonal care prod­ucts are mak­ing nat­u­rals one of the fastest grow­ing cat­e­gories in cos­met­ics. “Nat­u­ral beauty has so­lid­i­fied its po­si­tion as a main­stay in the in­dus­try and is much more than a pass­ing fad,” ac­cord­ing to mar­ket re­searcher Kline & Com­pany. And ac­cord­ing to Cos­met­ics De­sign, the nat­u­ral and or­ganic mar­ket posted dou­ble digit growth for the sixth con­sec­u­tive year.

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