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Natural Foods Merchandiser
Innovation and education make natural beauty a booming business

Innovation and education make natural beauty a booming business

As natural companies increasingly formulate products with efficacy in mind, the nontoxic personal care category’s future is brighter than ever.

Your customers are diligent about not putting chemicals in their bodies, so why would they put them on their bodies? When it comes to health and safety, nontoxic personal care just makes sense. But now, as natural companies increasingly formulate products with efficacy in mind, the category’s future is brighter than ever.

Nutrition Business Journal estimates that U.S. sales of natural and organic personal care reached $8.2 billion in 2010, a 6 percent increase over 2009. Even greater growth is predicted for 2011. What’s behind this boost in awareness? Education efforts from nonprofits such as the Campaign for Safe Cosmetics, along with new certifications, stricter retailer standards and the pending Safe Cosmetics Act of 2011, have made consumers more aware of the ingredients in the many products lining their bathroom shelves.

In fact, the collective voices of concerned customers, often led by moms seeking safer options for their kids, have made natural and organic personal care the fastest-growing segment of the overall personal care industry.

Feminine hygiene, hair products and fragrances saw the strongest sales increase in 2010, while the skin care and “beauty from within” segments showed solid growth and innovation. Here are our top product picks in three popular categories: skin care, hair care and nutricosmetics.

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