You. Better. Work. That continues to be the number one goal of natural beauty products, particularly in the antiaging and targeted skin care, as well as deodorant, categories. MyChelle’s latest introductions focused on high concentrations of L ascorbic Acid—a research-backed form of topical vitamin C—in spalike products such as a superpotent Perfect C Pro Speed Peel. This product also touches on the need for convenience—get your professional-quality treatment in one minute (!) and at home (!). NEXTY editor’s choice winner Schmidt’s has us smelling awesome thanks to a carefully blended, highly efficacious product that proves the stench-busting power of natural ingredients such as arrowroot and baking soda. Plus, they’re offering new sensitive-skin and travel SKUs.
Mission matters more than ever
Mission matters. And companies truly committed to a cause are realizing the tremendous impact they can have on people and the planet. One of our favorite mission-driven brands, Alaffia, continues to expand its line with products that use pure ingredients and support education, maternal care and environmental sustainability through its Alaffia Empowerment projects in West Africa. It’s also delivering on the innovation factor with ingredients such as turmeric and reishi.
Personal care companies were also joining cross-category campaigns like Palm Done Right, to ensure that one of beauty’s most abundant ingredients is sourced responsibly. Dr. Bronner’s, always a leader in mission-based business, also continued to push the envelop and stay true to its values with its Fair Pay Today campaign. In general, brands seemed more focus on creating a company infrastructure that supports do-good practices than earning organic certification. When it came to labels, B Corp was starting to capture more HABA brands.
As nature intended
Not only are more companies tapping into the power of ingredients sourced from nature and from across the globe, but they’re also paying more attention to how these ingredients have traditionally been used in ancient cultures. As a result, we’re seeing a wave of authentic brands that bring old concepts to American shoppers in fresh, new, relatable ways. First-time Expo East exhibitor Medicine Springs Mineral Therapy formulates with hot spring-derived minerals such as potassium, calcium and magnesium to help ease aching joints, sooth irritated skin and more. Meanwhile, just as in the food space, healthy fats are making a comeback—and this time reinforcing the topical benefits of ingredients ranging from tallow (thanks to newly rebranded Fat Co.) to ancient oils rich in omegas.
Now that more personal care companies have turned their attention to cleaning up their formulations, they’re also focused on more sustainable packaging options. Leading the way is Eco Lips, a company that introduced fully biodegradable and backyard compostable lip balm tubes. This time around, the company introduced its Pogo Balm line with refillable packaging in bright colors and with flavors like apricot peach, split banana and iced iced berry.
Beyond mom and baby
Gone are the days when women looking to halt the signs of time or purchase nontoxic products for their babies were the only demographics primed to bring personal care companies success. In our earliest editions of the NEXT Forecast, we predicted that men and teens would also become loyal consumers and that trend continues to expand and evolve. Hipster-inspired male grooming products such as beard balms continued to make their presence known, while an interesting new development from Rainbow Light is a multivitamin for male and female teens that also touts a skin-boosting formula.
Research supporting healthy bacteria and the role of the microbiome in overall health and wellness has paved the way for a trend we’re calling dirty beauty. Companies are tapping everything from probiotics to mud for their unique skin and hair benefits. Shea Terra, for example, maker of Moroccan Mud-Poo (positioned as a paleo-friendly hair product that cleans and detoxes hair sans damaging effects of chemicals) launched mud-based hair masks. My Magic Mud and Curaprox also delivered an interpretation of the trend with dirt and charcoal-based toothpastes.
Meanwhile, probiotics and fermented ingredients and are searching for innovations that allow for the benefits of good bugs to be preserved in lotions, creams, serums and more. On the nutricosmetics side, companies are educating on the importance of gut health to overall skin health—likely the most compelling and research backed beauty application for probiotics.