April 11, 2017:
The press is calling it The Clean Beauty Movement. We’re seeing a new wave in natural products in some of the USA’s biggest stores – just last month, Nordstrom added an entire natural beauty outposts (think no parabens, sulfates, or phthalates) in 46 of its brick-and-mortar stores, including Los Angeles, Dallas, Chicago, and Seattle, as well as a separate menu on its website. In its press release, Nordstrom said natural beauty sales are expected to exceed $13 billion by 2018.
Sephora and Ulta already carry ranges of ‘natural’ products, though they aren’t marketed as distinctly, while Target announced its intentions to ‘green up’ their beauty offerings within the next few years. Now, Macy’s-owned Bluemercury is boosting its selection of natural brands, including One Love Organics, Ilia Beauty and more, with industry sources suggesting these products could ‘comprise 10 to 30 percent of the retailer’s skincare sales’, according to WWD.
And it’s not just the department stores. Cult skincare brand, Dr. Hauschka has expanded its makeup offering with an 83-piece collection, inspired by nature. Its products are well known for being ‘100% natural, silicone- and mineral oil-free’, but this launch is particularly significant because of its timing.
The rise in natural beauty products responds to a changing consumer. In a recent survey, 49% said it ‘was important for their makeup products to be all-natural (with 57% saying the same for skincare).’ As more people move away from chemical- to plant-based products, the industry will need to offer a greater choice in order to compete and stay relevant. That shift might also influence beauty influencer content. So who are the organic beauty bloggers to look to for inspiration? Here are three to try now…
Alba Garcia shares her ‘love for natural beauty and natural living’, posting videos to help make your life easier and healthier. With over 800k YouTube subscribers and 350k+ followers on Instagram, she’s a true leader of the organic beauty pack.
Brandie Gilliam (thoughtfullymag.com)
The founder and creative director of Thoughtfully magazine believes ‘that what we put in our bodies is just as important as what we put on our bodies.’ It’s very easy to throw around words like ‘natural’ and ‘organic’ – this site really does its research.
The Green Product Junkie (thegreenproductjunkie.com)
New Yorker Katie started ‘on a quest’ to find healthy alternatives several years ago. ‘Once I had the knowledge, there was no going back,’ she says. ‘I’ve tried so much and am happy to help people make the transition into a more toxic-free existence!”
Tell us your thoughts on natural beauty products & share some of your faves in the comments!
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