In fact, Ecovia found that natural and organic products now comprise over 6% of personal care product sales in North America. Natural and organic hair care products have the highest market share, at 9.5%. Most revenues are however from natural skin care products because of the popularity of products like moisturizers, lotions, soaps, masks, etc.
Investments and acquisitions have become a key feature of the North American market, according to Ecovia’s findings. The leading brands are now owned by large multinationals or investment firms. New entrants however continue, with some targeting specific consumer groups and/or specific channels.
Natural food stores are the traditional outlets for natural personal care products. However, the market share is in decline, says Ecovia, as distribution increases in conventional channels. Natural and organic personal care products are making inroads in specialty personal care stores, department stores, drugstores and supermarkets. Some like Sephora are giving dedicated areas to natural and organic beauty products. Another trend is that new stores that specialize in clean beauty products, such as Credo Beauty, are opening.
Certified products represent roughly 10% of natural and organic personal care product sales.