Natural Products News Round Table – Part 4 – Beauty Trends 2017

Natural Products News Round Table – Part 4 – Beauty Trends 2017

Back in October last year, I was invited to the Diversified headquarters in Brighton. Diversified are the publishers of Natural Products News and Natural Beauty News, amongst other titles, and organisers of several trade events including Natural & Organic Products Europe.  

The panel was chaired by Julia Zaltzman, editor of Natural Beauty News, and also sitting were Sonia White, founder of Love Lula, Donna Ashcroft, buyer at www.biggreensmile.com and Lorraine Dallmeier from Formula Botanica.

Four questions were posed, and I thought it would be interesting to share my musings on all of them with you. Here is the fourth question:

4. Trends of 2017 – What are the big trends set to make an impact in 2017?

The popularity of mineral makeup continues to grow, and there are several makeup trends that are incredibly easy to recreate with natural and organic products.

I think the global beauty trend will continue to grow, we saw so many Ayurvedic and African beauty brands launched last year, plus there are a lot of natural and organic beauty brands coming out of Eastern Europe.

Slow beauty continues to grow: products made with five or fewer ingredients, with the emphasis on less is more. The DIY beauty trend will also continue on the back of the slow beauty movement. Fresh beauty will also become more prominent: beauty products made with fresh food ingredients that are kept in the fridge.

The rise of beauty from within products also shouldn’t be ignored: supplements for beauty are on the up. Several collagen brands have launched already in 2017, and we have also seen beauty complexes from supplement brands become the focus of big marketing campaigns for brands.

When it comes to skincare trends, 2016 saw a rise in consumer interest in natural and organic products. Trends for 2017 in skincare include:

Superfoods in Beauty: think kale, algae, coconut and Indonesian tropical superfruit mangosteen.

Pre- and Pro- biotics in Skincare: beneficial ingredients to feed your skin’s probiotic cultures, plus the good bacteria beneficial for our skin’s health, such as lactobacillus and bifidobacterium. Prebiotics are ingredients, such as fermented radish root and black tea extract, that feed the probiotics living on your skin.

Daily Exfoliation: scrubs that are gentle enough to use every day that don’t strip the skin of its essential sebum and help improve dry, flaky skin, encourage cell turnover, brighten and tone the skin.

When it comes to makeup trends, here is our roundup:

Bare-Faced Beauty

No makeup-makeup is still a huge trend but for those who aren’t blessed with flawless skin, there is always the option to cheat! The best starting point on your journey to a clear complexion is ensuring you have a stellar beauty regime, ensuring you cleanse, tone and moisturise day and night. Remove your makeup religiously, and try to go at least two days a week without makeup.

For a little helping hand to achieve a radiant complexion that still looks natural, utilise a BB or CC Cream. Apply with a foundation brush to blend well and for ultimate dewiness finish skin with a spritz of toner. This will also help set your coverage.

Glossed Everything

After the big trend of matte lips it was great to see lipgloss making a comeback for 2017. Lip gloss helps lips appear fuller as it gives depth, the shine makes the lips appear healthy and more youthful. It’s not just lips however that are up for a glossing. Glossy eyelids are still a big look, and the gloss trend has also move to cheekbones and collarbones – think about how you would use a highlighter and try substituting your highlighter for either a clear or nude gloss.

Lipstick as Blusher

Makeup artists frequently use lipsticks on the cheeks, but the success of pulling off this look all depends on the quality of the lipstick. Ideally, you want a product that’s not too matte, not too glossy and fairly sheer. The colour needs to be considered carefully, the shade needs to be fairly neutral. Think pale pinks, beige-pinks and corals and be sure to use a primer on your skin first to create a long-lasting barely there but beautifully blushed look. Wear the same colour on both your lips and cheeks to tap into the monochromatic makeup trend of 2017, in a stylish and modern way.

Have we missed any key trends for 2017? What do you predict for the coming months? Email us hi@rebeccagoodyear.com

Natural Products News Round Table – Part 3 – Future Proofing the Natural Products Industry

Natural Products News Round Table – Part 3 – Future Proofing the Natural Products Industry

Back in October last year, I was invited to the Diversified headquarters in Brighton. Diversified are the publishers of Natural Products News and Natural Beauty News, amongst other titles, and organisers of several trade events including Natural & Organic Products Europe.  

The panel was chaired by Julia Zaltzman, editor of Natural Beauty News, and also sitting were Jayn Sterland, managing director of Weleda, Kirstie & Luke Sherriff co-founders of Pinks Boutique and Stockport health store Amaranth’s owner, Joanne Hill.

Four questions were posed, and I thought it would be interesting to share my musings on all of them with you. Here is the third question:

  1. Future ProofingWe continue to see growth in the natural beauty industry – the Soil Association’s 2015 Organic Market Report showed sales of its certified organic beauty products jumped 20% in 2014, to reach just over £44m. The number of applicants it received grew 51% – but can we keep the integrity of organic intact whilst still being able to scale it up?

I believe that yes, the natural products industry can maintain its integrity and scale its growth, however in order to do this we need to unify on messaging to consumers. The Soil Association’s #campaignforclarity and #lookforthelabel messages are fabulous for both businesses and consumers alike.

I believe for continued growth, the natural products industry needs to go back to its roots and jump on board the slow movement. Storytelling remains an important element for natural products brands, and sustainability and traceability ethics are only going to become more important for consumers as they become more aware of and engaged with environmental issues.

At the Organic Beauty Week briefing for 2016, David from Herbfarmacy raised a very valid point: “less of the free from, more of the “from”.” In other words, brands need to focus more on the benefits of natural and organic, and not just bad mouth mainstream ingredients. Natural brands have an ongoing responsibility to continue the education of consumers when it comes to ingredients and benefits.

There is also education to be done with pushing the message that organic is not more expensive. Yes, it may be more expensive that the cheap mainstream products, but when compared to a product of similar quality and brand positioning, one will find time and time again that natural and/or organic are not necessarily the more expensive options. Particularly when you look at the cost of ingredients inside.

Greenwashing must be fought, but not in a radicalised extremist way. Again, this all comes down to how you convey the message, and always make sure your points are backed up with hard scientific facts. Give your statements credibility, don’t leave yourself open to criticism for having a weak argument.

For brands, when they think about scaling up, they must understand that different channels have different roles and functions within their growth:

  • Independents: the trusted companion. These stores have an incredibly loyal customer base and are going to be around forever. Compare them to London corner shops, which I am sure everyone thought would close down as supermarkets and “local” supermarkets came into existence. The corner shops are still going strong, and some of them are even stocking natural product basics now!
  • Multis: the threat for the independents. However, these stores are undoubtedly selling products at a higher price point than the indies. The multis are destinations for natural health and beauty newbies, tourists, or a day’s outing as a special treat for those passionate about organic.
  • Supermarkets: the convenience. Who doesn’t want to be able to pick up a body wash or soap because they’ve run out, whilst doing their weekly shop? The shop can be in store or online. The best thing for the industry about natural and organic being in supermarkets is the massive exposure to millions of consumers. It has certainly aided progress of natural and organic into the mainstream.
  • Department stores and concept stores: the shopping window. These listings are not always lucrative for brands, but they still serve a purpose. They give brands kudos, and like supermarkets, they act as a window to raise brand awareness due to the large footfall within such stores.

How do you feel about the progression of natural and organic into the mainstream? Do you think we can future-proof the industry? We’d love to hear from you! hi@rebeccagoodyear.com

 

Natural Products News Round Table – Part 2 – The Korean Beauty Trend

Natural Products News Round Table – Part 2 – The Korean Beauty Trend

Back in October last year, I was invited to the Diversified headquarters in Brighton. Diversified are the publishers of Natural Products News and Natural Beauty News, amongst other titles, and organisers of several trade events including Natural & Organic Products Europe.  

The panel was chaired by Julia Zaltzman, editor of Natural Beauty News, and also sitting were Sonia White, founder of Love Lula, Donna Ashcroft, buyer at www.biggreensmile.com and Lorraine Dallmeier from Formula Botanica.

Four questions were posed, and I thought it would be interesting to share my musings on all of them with you. Here is the second question:

The K-Beauty Trend – Asian, in particular Korean, beauty trends are driving innovation in the beauty field, from BB creams to serums, brightening creams, dark spot correctors, face masks and anti-aging products – but can/will they deliver innovations in natural beauty? And what developments are coming out Asia that we think will really impact our sector?

To this question, I posed the question that there are so many crossovers between natural beauty and K-beauty that it is difficult to know who is copying who. K-beauty formulas, although not completely natural, utilise natural ingredients within their formulas.

I suspect there is probably a bit of poaching ideas from both sides, Asian beauty brands looking out for the latest innovative natural ingredients and natural formulators looking east for formulation inspiration. In 2016, quinoa was reported as a big ingredient trend in K-Beauty, however Green People launched their quinoa hair care in 2015.

Think about the waterless beauty trend we discussed in the first part of this series, this movement came out of Asia undoubtedly, however, think of all the gorgeous beauty balms and body whips we have in the natural products industry. These products have been around for years, before we even heard the term K-beauty. One might argue that waterless beauty has been around for years, but it is the Asia beauty movement that has created a trend around this kind of product.

Next comes the BB-CC cream trend, which has undoubtedly grown over the past few years in the UK. I was shocked to learn that Korean women have been using BB cream for over thirty years! One brand in the natural products industry that showed innovation and a certain marketing quirk in this field was Green People. They created a DD cream – that’s a Daily Defence cream with a tint for even coverage, beauty beneficials and an SPF (hence the daily defence name).

Hydrating essences, pH-balancing toners, and serums are other products utilised in the K-beauty 7 step regime, but again these are nothing new in the natural products industry. It is just that the K-beauty craze has brought these products into the limelight and perhaps made natural marketers think about what messages are used to promote their products.

Cleansing is undoubtedly one of the most important phases of any beauty regimen, but in K-beauty they are serious about their double cleansing, sometimes utilising two products, an oil cleanser followed by a foaming cleanser; and sometimes utilising a one product two-phase cleanser.

I don’t think of oil cleansers as anything particularly new in the natural beauty world, but I do think the K-beauty trend has helped spur the growth of oil cleanser aficionados. Two phase cleansers are the recent big thing in K-beauty cleansing, however, I remember Evolve Beauty’s Gentle Cleansing Melt, which must have been around for at least 7 years if not longer, which has two phases. It goes on a balm and upon contact with water turns into a creamy milk to rinse away leaving no residue behind.

I think western marketers may well look towards Asian beauty trends for inspiration. Think about the current trend of anti-pollution skincare; off the top of my head I can think of FOM London, Alba Botanica Volcanic Clay and Avalon Organics Intense Defense. This is a huge trend in the UK at the moment but has been around on the K-beauty scene for several years.

Last but not least, harder working makeup was another trend reported in 2016, i.e. makeup with skincare benefits. If you are choosing to use natural makeup however you are already opting for makeup that not only offers coverage and/or colour but is also full of ingredients your skin loves.

What are your thoughts on Asian beauty trends? Do you look to the east for inspiration for your brand? We’d love to hear from you hi@rebeccagoodyear.com

Natural Products News Round Table – Part 1 – Waterless Beauty Products

Natural Products News Round Table – Part 1 – Waterless Beauty Products

Back in October last year, I was invited to the Diversified headquarters in Brighton. Diversified are the publishers of Natural Products News and Natural Beauty News, amongst other titles, and organisers of several trade events including Natural & Organic Products Europe.  

The panel was chaired by Julia Zaltzman, editor of Natural Beauty News, and also sitting were Jayn Sterland, managing director of Weleda, Kirstie & Luke Sherriff co-founders of Pinks Boutique and Stockport health store Amaranth’s owner, Joanne Hill.

Four questions were posed, and I thought it would be interesting to share my musings on all of them with you. Here is the first question:

  1. Waterless Beauty – With water becoming an increasingly precious resource, smart beauty brands are investing in products that use less water and more sustainable production processes – many organic brands have spent time and resources making products look and feel like mainstream creams, is the waterless trend here to stay? How can organic beauty brands capitalise on this trend ahead of mainstream brands?

Upon reading this first question, I thought “is water really becoming that much more precious?” because none of us seem to be doing anything about it. So I looked for some stats and I found the following on www.fewresources.org

“By 2025, 1.8 billion people will experience absolute water scarcity and two thirds of the world will be living under water-stressed conditions.”

Admittedly, this has a lot to do with the fact that 85% of the world’s population live in the driest half of the planet, but nevertheless, these statistics are food for thought.

To put the current price of water in perspective, and the reason it is the choice ingredient for a cheap filler in beauty products, I did a bit of research. On Amazon, I can buy 25 litres of distilled and deionised water on Amazon for £39.99. In contrast, I could buy 25 litres of organic jojoba oil for £829.49 on aromantic.co.uk. That makes the jojoba oil over 20 times more costly than the water!

With no real value put on water in terms of price, one has to question whether the threat of water scarcity is real and just how is will affect us all, and current production methods of not just beauty but all industry that involve heavy water usage.

But just how real is the threat? One only has to look at fossil fuels, at current production rates it is estimated we will run out sometime this century, but petrochemicals are still a massive part of mainstream cosmetics production despite being a limited resource.

Based on the aforementioned points, I do not believe we will see any decline in water usage in the beauty industry anytime soon.

That said, I do think waterless beauty products are here to stay. There are advantages to waterless beauty, such as less reliance on synthetic preservatives, and great concentration of active ingredients. These are two points that natural and organic formulators have always prided themselves on so in the natural products industry it is not necessarily a new thing. Natural products formulators will sometimes also use a water alternative, such as a hydrosol (a flower water – rose and lavender are both commonly used) or aloe vera juice or gel, which are water rich but also contain minerals and micronutrients to feed the skin.

Do you use waterless beauty products in your regime already? Are you a formulator with an opinion on waterless beauty? We’d love to hear from you hi@rebeccagoodyear.com