Beauty trends have already been leaning toward ‘pure’ ingredients for the past couple of years. This is driving new herbal beauty brands dotting the beautyscape in India to also go organic. But consumers are picky and smart; they are demanding beauty brands become ‘organic certified’ as many companies use ‘organic’ on their labels even if the products are not certified. This has made all the difference. It’s the reason why only few Indian beauty brands are climbing the popularity ladder.
Natural and organic products: Is there a difference?
Natural beauty products contain no sulphates, parabens, phthalates, petrochemicals, artificial fragrances, preservatives, synthetic dyes and other additives. But the main difference is that organic beauty products have to pass more stringent tests. Organic ingredients are free of pesticides, sewage sludge fertilizers, and more chemicals.
What is the market size for natural beauty products?
Market research companies predict that skincare will be the biggest earner in the beauty segment by 2020.
And industry estimates indicate the organic skin care market will nearly double to Rs. 1,000 crore by 2020!
What is driving this trend of beauty brands?
Ancient Indians used the purest Ayurvedic treatments for health and beauty 5000 years ago. So it comes as no surprise that Indian consumers are attracted to natural skin and hair care products. The difference is today people demand better quality skin care formulations labelled ‘pure and organic’ or ‘botanical.’ Print and online media (beauty blogs) help promote the wellness benefits of using natural products. Every day, new herbal beauty companies are mushrooming across the nation.
Salon India took a closer look at why the organic skin care business is set to boom. The surveys showed about 71% of Indian women would choose natural or organic face creams and body lotions. Globally there is a huge demand for everything organic, from food to beauty products and this is fuelling its growth in India too.
Many consumers think hydration (44%), eating right (36%), less stressed lifestyle (38%) all make a bigger difference than just using skincare (26%). This explains the rise in food-based skincare ingredients, such as fruits (natural source of vitamin C), oatmeal, honey, and probiotics.
Further market research indicates that companies are spending more on R&D on animal and plant extracts which is fuelling the growth of the skin care industry.
Plus, we cannot ignore the online retail business!
Let’s look at how e-commerce has recently affected consumer trends and buyer behaviour, especially in India.
The business of beauty has taken the Internet by storm in India and globally. It is affordable, convenient for consumers to shop online and e-commerce companies cater to everyone. E-commerce giants like Amazon, Flipkart and Nykaa who give offers and daily discounts that brick and mortar businesses cannot afford to. Plus they stock hard-to-find products and premium products that the consumer cannot find at malls and retail stores, especially in developing nations like India and China. Online shopping is a trend that is propelling the beauty business.
Medical science and rigorous regulations will improve product quality also fuel growth. Experts like dermatologists, beauticians and scientists are working hard to create more innovative solutions for skin care. Technological solutions like the use of oligopeptides will increase the effectiveness and shelf-life of products, and contribute to the booming Indian beauty business. An oligopeptide is a fatty acid and amino acid blend added to wonderful anti-ageing skin care (especially serums).