Last week America’s National Association of Chain Drug Stores held their annual meeting, and the takeaway message was that brands should begin removing chemicals consumers don’t want in their beauty and personal care products.
Walgreens Boots Alliance managing director Lyle Tick explained that, “Natural is evolving. People are conscious of what they put in and on their bodies. It doesn’t always have to be 100 percent natural. What they want is total transparency and knowing their products are sourced properly with good ingredients that work.”
Consumers are increasingly coveting products that use fewer harsh ingredients, and while it was initially thought that “healthy beauty” was the latest trend, it appears it’s here to stay.
Brands like Burt’s Bees and The Body Shop, who have been big players in the natural beauty market for a long time are continuing to grow exponentially; while other big beauty labels struggle against a consumer that’s demanding their labels align with this new mass-market natural ideology.
However, it can’t be ignored that big brands are stepping up to the challenge of changing their products to use more natural ingredients. WSL Strategic Retail CEO Wendy Liebmann, has credited beauty’s power players like L'Oréal who are upping their sustainability and transparency efforts, saying: “We are seeing most of the major companies try to do more around at least using healthier ingredients.”
While major companies look towards natural beauty as the future, there are a multitude of brands that are already utilising natural ingredients to formulate their skincare and beauty products.
Below are BEAUTYDIRECTORY’s best picks of the latest in natural skincare – including established mainstream brands like Burt’s Bees, Lush and The Body Shop; to new players like Noosa-based organic skincare company Saya.
Synthesis Organics' vision is to promote conscious beauty. The brand adheres to the meticulous process of creating products that are certified organic, cruelty-free, vegan, sustainable and environmentally friendly.
endota spa began on the Mornington Peninsula in Victoria 16 years ago. Due to founder, Melanie Gleeson’s early insight and the unstoppable wellness boom, endota spa is now the leading spa network and wellness provider in the country. The company has also launched a successful certified organic and natural skincare brand and cosmetic brand. These products are an extension of the endota spa experience, which can be enjoyed at home.
Nude by Nature is Australia’s No.1 mineral makeup brand*. The range is filled with some of nature’s most powerful ingredients like Kakadu Plum, Lilly Pilly, and Vitamin E, to benefit your skin.
NATRUE/BDIH Certified natural and organic skin care and make-up. Dr.Hauschka’s products reinvigorate skin damaged by the sun, wind and other external factors, strengthening and balancing the skin’s own healthy processes and rhythms, giving protection against external influences.
LUSH produces handmade, vegetarian and vegan beauty products that are loaded with natural - and where possible, organic - ingredients. The brand is committed to creating fresh, high-quality cosmetics that are as natural as possible and do not contain synthetic preservatives.
Coconut Tree offers a range of natural beauty products based on 100 per cent certified organic coconut oil derived from the South Pacific islands and enhanced with botanical extracts, essential oils, natural butters and vitamins, selected for their deeply nurturing, restorative and protective qualities. The products do not contain harmful ingredients and are not tested on animals.
All Clémence Organics products are naturopathically formulated, harnessing the power of nature to support the body’s inherent rejuventating process. The product of more than a decade of knowledge and experience, Clémence Organics is about nourishing, non-toxic ingredients, plus a commitment to the planet’s health, through recyclable packaging and zero hidden nasties. It’s luxurious organic skincare without compromise.
A’kin is proudly Australian made, owned and developed, with over 15 years of expertise and passion to create authentic, natural products so pure your skin and hair can feel it. All A'kin products are 100% vegan, free from sulfates, parabens, silicones, ethoxylated petrochemical cleansers, mineral oils (plus much more) and no animal testing or animal derived ingredients are used.
Kosmea is an Australian owned global skincare brand formulated from certified 100 per cent organic rose hip oil combined with natural ingredients known for their moisturising and soothing benefits.
Burt’s Bees has been offering a range of earth-friendly, natural health and beauty care products for 30 years. They are based on honey and beeswax and feature essential oils, herbs, flowers and minerals. The products are packaged in post-consumer recycled materials and are recyclable.
Founded in 1921, Weleda was the original eco-friendly and sustainable skincare company and it still remains true to its roots. The brand is 100 per cent certified natural and organic.
Jurlique has spent over 25 years unearthing potent organic and biodynamic ingredients and developing the unique Bio-Intrinsic™ process to create the purest, most powerful skincare possible. Jurlique’s unparalleled botanical expertise is drawn from the experience of operating its own 153-acre biodynamic farm in South Australia. Through the techniques of biodynamic farming, Jurlique has been an industry leader – optimising the potency of the plants grown for the most effective results on skin.
Goodness Natural Beauty Lab is a range of skincare products that harness the goodness of plants. The key ingredient is chia seed oil and the products feature avocado and coconut oil, all of which nourish, hydrate and plump skin.
La Mav® Organic Skin Science was created after years of research, focusing on beautifully blending ancient natural wisdom and modern science. La Mav®’s age-defying results are inspired by skin science and delivered through nature to unmask everyone's natural inherent beauty. All La Mav® products are certified organic, certified cruelty-free, Australian made and free of harsh chemicals, fillers, talc, sulphates, GM ingredients, parabens, mineral oils, phthalates and artificial colours and fragrances.
Essano's philosophy is to deliver certified organic goodness, beautiful products and amazing results for everyone.
With a strong commitment to no compromises, no animal testing and no harsh chemicals, Essano is a truly natural, sustainable brand. They carefully select each ingredient, choosing plant-based and natural ingredients that are proven for their effectiveness and ability to deliver amazing results.
The Body Shop is a cosmetic brand that is committed to helping protect the planet, defending human rights, activating self-esteem, supporting community trade and remaining strong on the stance against animal testing.
Celebrated as the pioneer of the Aromatherapy movement in Australia, In Essence has realised the dream of all customers seeking a natural and luxurious product. From humble beginnings in 1986 with twenty pure essential oils on offer, In Essence now boasts a comprehensive wellbeing range.
Oil Garden Aromatherapy is a wholly owned Australian company, located in Melbourne. Oil Garden was established in Byron Bay New South Wales in 1985 and since inception has enjoyed success as one of the leading aromatherapy brands in Australia.
Oil Garden is 100% pure and natural with TGA listed essential oils.
Sukin is Australian made and owned and offers an extensive range of naturally effective and affordable skin, hair and body care. Displaying a strong commitment to minimal environmental impact, Sukin products are certified carbon neutral and contains no sodium lauryl sulphate, sodium laureth sulphate, propylene glycol, artificial colours, triethanolamine, EDTA, mineral oils or parabens.
Harnessing the power of organic Australian native botanicals, Saya Skincare uses unique and advanced formulas to attain results commonly thought only achievable with synthetic ingredients. These certified organic active ingredients protect, hydrate, restore, strengthen and nourish, working synergistically with the intricate structure of the skin to naturally balance and heal itself.
