Conscious consumers shift towards organic and natural beauty, boosting market

The Soil Association have reported a significant growth in market for organic and natural beauty products, following a boom in consumers becoming more ethically aware of the ingredients in their cosmetics.

A new report published by Soil Association Certification has found that there has been a 14 per cent growth in sales of organic and natural beauty products, with sales totalling £86.5 million in 2018. More than 10,000 products from 794 brands from across Europe gained certification, pushing the sector into its eighth year of continued growth.

The report found that consumers are seeking products of greater sustainability, holistic wellness and of high ethical standards. The certification of ingredients and their provenance provides consumers with trust in the brand, and 65 per cent of shoppers now expect brands to share ingredient sourcing information.

Georgia Barnes, business development manager for beauty and wellbeing at Soil Association Certification, said: “The certified organic and natural beauty sector is at an all-time high. Conscious consumers are seeking sustainable beauty products that promote a holistic sense of wellbeing while also upholding their ethical and environmental values.

“Organic and natural beauty certification delivers these values by working with nature and providing a stamp of trust that combats greenwashing and plays a central role in the movement towards a more responsible industry.”

She added: “Consumer demand is driving change and more brands than ever are securing the Soil Association COSMOS logo on a product, which shows it’s been through a rigorous certification process.

“It guarantees the product is sourced and manufactured using sustainable ingredients, not tested on animals, free from harsh chemicals, parabens, synthetic dyes and artificial fragrances.”


  1. Viola Raw Woolcott on February 15, 2019 at 2:01 pm

    We certainly have noticed a positive change over the last 6 months which is absolutely awesome. It’s amazing to see that people start caring more about about what they put into their body but also what they put onto their skin. 🙂

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  4. Igbudu Blessing on January 21, 2020 at 5:15 pm

    Most beauty products are a waste of time and money and so full of chemical so it better to use natural products that are more effective and has little to no side effects to your skin. Your article has been enlightening and fun to read and I am grateful so thank you for sharing. You would love this article.

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