recipes. The company uses organically grown cold-pressed oils,
herbal essences and extracts from fruits, vegetables and nuts.
The Acapulco Gold Collection Lip Balm Shea & Eucalyptus
blends shea, jojoba and micronized zinc oxide and is expected
to launch soon. Balanced Guru is a new range of body, skin,
and hair care products that are reportedly certified organic,
100% biodegradable formulations free of toxins and based on
ancient eastern wisdom and
modern scientific research.
For packaging, the company
uses post-consumer resin for
its bottles, and 100% recycled
paper for its boxes, shipping
and marketing materials. The
Ageless range features three variants: Cream, Potion and Serum,
which are all crafted with rose and other natural ingredients.
Potion is made with rose, açaí , goji, acerola, pumpkin extract
and mushroom extract.
Korres, the Greek skincare company that was recently
acquired by Johnson & Johnson, has added Greek Youghurt
Moisturizing Face Cream with vitamin E, olive oil concentrate and macadamia nuts to its line up. Neutrogena Naturals
launched in late 2011; the product packaging is made from
post-consumer recycled materials, while the shipping cartons
are made from 100% Forest Stewardship Council certified
recycled paper. There are seven facial products available, and
the company added three new acne-specific products in spring
2013. The acne line features Cream Cleanser, Foaming Scrub
and Spot Treatment, which are “93% naturally derived and fortified with an acne fighting bionutrient from the wintergreen
leaf.” The products feature a call out, which states, “No harsh
chemical sulfates, parabens, petrolatum, dyes, [or] phthalates.” Origins recently introduced GinZing Energy-boosting
Moisturizer formulated with Panax ginseng and coffee bean.
Like Neutrogena Naturals, Origins highlights the following call
out on its package: “As always, formulated without parabens.”
The U.S. National Institutes of Health estimates that more than
2 million people in the United States have celiac disease, an
autoimmune digestive disease that is triggered when individuals consume gluten from wheat, barley and ryea. This statistic
translates to roughly one in 133 people. Like other lifestyle food
trends such as organic, raw and vegan, gluten-free beauty care
is the next wave in the natural segment, with a variety of new
products launching, as mentioned in Trendincite’s “Forward
Thinking: Health Matters” article.
Lovely Lady Products is a USDA Certified Organic body care
range that is “undiluted, gluten-free, and formulated with argan
and Helichrysum oils.” The company states it uses “no dyes,
no synthetic perfumes or fragrances, no colors, no phthalates,
no parabens, no sulfates, no petroleum, no artificial preserva-
tives, no propylene glycol, no SLS, and no wheat or gluten” in
its formulations. EO Products is a plant and essential oil-based
personal care company that recently introduced Everyone
by EO for the value-conscious consumer. According to the
company, its products are gluten-free, paraben-free, disodium
EDTA-free and sodium lauryl sulfate-free. The majority are
non-GMO. Everyone by EO offers adult products like soap and
lotion in Lavender + Aloe, Citrus + Mint and Coconut + Lemon
variants, and children’s products like soap in Orange Squeeze,
Tropical Coconut and Lavender Lullaby scents. Brooklyn-
based Metropolis Soap Co. features a line of 17 artisan soaps,
16 of which are vegan- and
gluten-free in interesting
natural scents such as Agave
Nectar and Green Tea, Earth
and Patchouli, and Rosemary
and Spearmint. 100% Pure is
a skincare range that uses “no
synthetic chemicals, chemical preservatives, artificial fragrances,
artificial colors, harsh detergents or any other unhealthy toxins.”
The products are vegan and most are gluten-free. Vitamin E
often contains gluten, but the company derives its Vitamin E
from cold pressing rice bran. S.O.A.P (scented, organic, artisan,
pure) is a new line of products made in small batches by soap
artisans and aromatherapists that blend the “finest essential
oils and captivating fragrances.” The company’s Mint White Tea
Facial Cleansing Foam and Jasmine Green Tea Facial Cleanser
are natural, vegan and gluten-free.
There are no official regulatory definitions for “natural” for fragrance, and those for flavor, where they exist, may vary from
country-to-country or region-to-region. Meanwhile, not all
naturals are necessarily healthy or may not be as effective as
synthetics. Despite this, consumers’ interest in natural products—however they may be defined—continues to thrive, as
do the range of claims (gluten-free, GMO-free, etc.) they seek
out. A good example of the power of the natural trend and its
reach is Palmolive’s Fresh Infusions concentrated dish liquids.
Fresh Infusions are not natural, but the brand’s tagline is “Infuse
your kitchen with freshness. Naturally inspired. Sparkling clean
dishes.” The dish liquids are available in Ginger White Tea,
Lemon Thyme and Lime Basil scents.
Many artisan fine fragrance and skincare brands are responding to the demand for naturals by crafting innovative beauty
products that use an array of botanicals and natural ingredients.
Doctor-developed products driven by technology and ingredients
are waning as herbalists become the new product formulators.
Clean labels on product packaging with call outs of what the
products are “free of” are the latest trend in natural beauty care.
Additionally, the lifestyle food trends, including organic, raw and
vegan, have influenced beauty product labels, with gluten-free
and non-GMO claims emerging.
As stated in Trendincite’s “Forward Thinking: Au Natural”
2011 article, naturals are here to stay. The exploration of botanicals and natural ingredients will continue as fragrance and flavor
suppliers, as well as consumer packaged goods manufacturers,
look for natural materials to create innovative and effective
products to meet consumer demand.
To purchase a copy of this article or others,
According to MarketsandMarkets, the global
visit www.PerfumerFlavorist.com/magazine. a http://digestive.niddk.nih.gov/ddiseases/pubs/celiac/
market for natural flavors was estimated to be
worth $3.5 billion in 2011, and is predicted to
reach $5 billion by 2017.