The Natural Ingredient Trend in Beauty and Personal Care

Natural ingredients are already a mainstream idea, especially when it comes to healthy diets. A more holistic approach is also being seen in beauty and personal care as a growing number of products are now containing healthy ingredients that are commonly used in the food industry. This rejection of beauty products that contain potentially harmful ingredients like sulfates, surfactants, parabens, silicones and triclosan does not mean that newer products are 100 percent natural, however. A common approach followed by manufacturers to make beauty products more natural and appealing to consumers is to reformulate them by reducing the chemical fraction, removing criticized ingredients and blending the milder synthetics mentioned earlier with ingredients which are naturally derived.    Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.