The natural beauty industry has experienced remarkable growth over the past decade, driven by rising consumer demand for sustainable, ethical, and innovative products. According to Ecovia Intelligence, global sales of natural and organic cosmetics are forecast to reach $14 billion this year. This surge reflects the rising popularity of natural and organic cosmetics (NOC) among consumers, particularly Millennials and Gen Z, who increasingly prioritise sustainability in their purchasing decisions. However, navigating the dynamics of natural beauty market requires a deeper understanding of evolving consumer expectations.
Overview of the global natural cosmetics market
The growth of natural cosmetics is primarily driven by increased consumer awareness of environmental concerns and a shift towards healthier lifestyles. More individuals are looking for beauty products that align with their values, favouring those formulated with natural or organic ingredients and supported by sustainable practices.Transparency is a key driver, with 81% of Brazilian adults agreeing that beauty brands should provide more scientific evidence to validate the claims they make, such as “reducing wrinkles.”[1] Additionally, concerns about petrochemical-based ingredients have led to a preference for products that avoid harmful substances and promote biodiversity protection.
Europe plays a central role in the global NOC market, with countries like Germany and France leading the charge. This dominance can be attributed to a strong manufacturing base, and a growing consumer demand for sustainable beauty solutions. However, economic challenges such as inflation have impacted purchasing power, particularly among SMEs and individual consumers.
Thus, today’s market is characterized by increasingly demanding consumers who expect quality and value. For example, 40% of French adults believe a beauty product that last a long time indicates that it is good value for money[2]. Increased exposure to various information sources coupled with the demand for clarity underscore the importance of trust and authenticity in building lasting relationships with consumers.
2024 trends and natural beauty concepts
- Sustainability as a core value: Sustainability is no longer just a buzzword, it is a key purchasing criterion. Consumers demand transparency across every stage of production, from sourcing raw materials to product packaging. Biodegradable or recyclable materials are increasingly favoured, as is sourcing that minimises environmental impact. Ethical and social engagement, such as fair trade practices or supporting local communities, is also becoming a critical differentiator.
- Innovation and product efficacy: Consumers expect natural and organic products to perform as effectively as conventional alternatives. In this sense, brands are innovating to meet consumer demands for both efficacy and sustainability. That’s why innovative formulations, sustainable ingredient research, and verifiable product benefits have become central to natural brand strategies. In fact, according to recent studies[3], 85% of consumers are willing to pay a premium for beauty products that demonstrate proven efficacy. This underscores the importance of offering products that deliver on their promises while meeting sustainability goals.
- Digitalisation of product information: The transition from traditional on-pack labelling to digital platforms is a growing trend, driven by regulatory and technological shifts. Especially in markets like Germany (49%) and France (57%), consumers are open to a hybrid model where essential information is available on-pack,but complemented by digital details available online or via apps or QR codes[4]. While this shift offers transparency, it also requires brands to adapt their internal structures and communication strategies.
- Building transparency and trust: Transparency is a cornerstone of consumer confidence. However, the prevalence of greenwashing has affected this trust: a 2020 European Commission study revealed that over 53% of green claims were vague, misleading, or unfounded, and 40% lacked any substantiation[5]. While regulators propose advancements in legislation, third-party certifications continue to play a critical role in helping consumers looking for reliable, verifiable, and comparable information about products before making a purchase. Internationally recognised certifications, such as NATRUE, offer a third-party certification to guarantee defined characteristics and support the authenticity of product claims. However, it is equally important for brands to educate consumers on the value and meaning of these certifications to compensate for label overload or fatigue.
What consumers want
The NOC consumer is well-informed, values-driven, and prioritises authenticity. Their key purchase criteria include:
- Ingredients: consumers are increasingly more focused on the substances they want to avoid that are inconsistent with NOCs, such as silicones or substances made from mineral oils or petrochemicals including parabens or synthetic fragrances.
- Ethical and social engagement: preference for local sourcing and fair trade ingredients,
- Efficacy: products that deliver tangible benefits without compromising on quality or sustainability.
- Labelling transparency: Clear, accurate, and verifiable product information.
Studies show that over 30% of consumers prefer brands that align with their social or political values, while 25% actively boycott brands that fail to meet their ethical expectations[6]. This highlights the growing importance of demonstrating genuine commitment to ethical and sustainability practices.
Natural Cosmetics Week 2024: a call to action
Building on the success of previous edition, NATRUE is proud to present Natural Cosmetics Week, a week-long celebration running from 23-29 November. This initiative aims to raise awareness, foster engagement, and promote best practices within the industry, while underscoring NATRUE’s own commitment to sustainability and inspiring natural products to support and enhance well-being.
To mark this occasion, a series of events are taking place, focusing on raising awareness about the importance of transparency, sustainability, and innovation in the natural beauty sector. Among the highlights is an engaging webinar on 28th November titled “The Green Guide: Trends in Natural Ingredients.” This interactive panel discussion will bring together top industry experts to explore what defines ingredients as truly “natural”, sustainable, and effective in today’s beauty landscape. Moderated by Dr. Mark Smith, NATRUE’s Director General, the webinar will delve into ingredient sourcing, trends and innovation shaping the future of beauty. Free registration for this insightful event is still possible here.
The natural beauty market reflects a fundamental shift in consumer values and expectations. As the sector continues to grow, it must address challenges such as greenwashing, economic pressures, and regulatory compliance. By prioritising sustainability, transparency, and innovation, brands can not only meet consumer demands but also contribute to a more ethical and sustainable and ethical future. Natural Cosmetics Week 2024 is a reminder that the beauty industry’s potential lies in its ability to balance profitability with purpose. Through collaboration, education, and accountability, the NOCs beauty sector can lead the charge towards a more sustainable world.
[1] Mintel, 2024.
[2] Mintel, 2024.
[3] “Beauty Trends”, Mintel 2024.
[4] NATRUE Consumer study on attitudes to Digital Labelling, 2022.
[5] European Commission, 2020.
[6] Euromonitor International, 2024.
