‘Conscious consumerism’ has created a boom in demand for natural and organic products, according to the Soil Association, with sales of these items said to be at an all-time high.
According to the Organic Beauty & Wellbeing Market 2019 report, organic and natural beauty products rose 14 percent in 2018, totalling £86.5m.
Georgia Barnes, Business Development Manager for beauty & wellbeing at Soil Association Certification, said, “The certified organic and natural beauty sector is at an all-time high. Conscious consumers are seeking sustainable beauty products that promote a holistic sense of wellbeing while also upholding their ethical and environmental values. Organic and natural beauty certification delivers these values by working with nature and provides a stamp of trust that combats greenwashing and plays a central role in the movement towards a more responsible industry.
“Consumer demand is driving change and more brands than ever are securing the Soil Association COSMOS logo on a product, which shows it’s been through a rigorous certification process. It guarantees the product is sourced and manufactured using sustainable ingredients, not tested on animals, free from harsh chemicals, parabens, synthetic dyes and artificial fragrances.”
Factors driving the growth are said to be awareness around sustainability, ethical working practices, trust and the avoidance of toxicity. Likewise the demand for vegan and pollution-free, both organic and natural certification, is a catalyst.
The report also highlights that awareness by the millennials and the younger generations is helping the boom.