Beauty is ever evolving as consumers demand better formulations that deliver real results.  As beauty brand developers, it is our job to stay on top of consumer demands, in addition to forecasting their future needs.  Here are our favorite up and coming ingredients, in addition to the next level of “natural.”
 
Baobab:  A natural alternative to Dimethicone, Baobab is ethically sourced from Africa.  Referred to as nature’s beauty miracle, Baobab is known to provide benefits for both skin and hair.  When used within a hair formulation, Baobab protects against UV and heat stress, improves overall tensile strength and reconditions dried strands. For skin, Baobab, helps to recondition dry areas improving suppleness and diminishes the appearance of uneven skin tones.  This is our absolute favorite ingredient.
 
Bacuri Butter: Found in the Amazon, Baruci Butter is called the Brazilian Secret and has been widely used by the locals to alleviate pain.  The rich butter is also known to provide beautifying benefits for the skin, hair and nails.  Naturally dark in colour, this ingredient works brilliantly on skin, giving it a sun-kissed glow while also improving suppleness. Bacuri Butter works just as well, if not better than, Coconut Oil for taming textured tresses and conditioning skin.
 
Maracuja Oil:  Rich in Vitamin C, we recently utilized this ingredient in a hair care collection.  We found the oil’s properties to work marvelously on fine hair, delivering real conditioning benefits.  Derived in South America, Maracuja Oil helps to alleviate sunburns, and can minimize the appearance of age spots and stretch marks.
 
Plum Oil:  A powerful antioxidant, Plum Oil is eight times more powerful than Argan Oil and six times more powerful than Marula Oil.  We love this ingredient in both hair and skin formulations thanks to its rich omega fatty acid and vitamin content, supreme anti-inflammatory properties and ability soothe and protect skin and hair.
 
The Next Level of Natural: What does it mean for a product to be natural?  Is a product considered natural if it is derived from natural sources or included in a hydrolyzed form?  With the advent of COSMOS, we will no longer need to ask the question…is this natural?  COSMOS Certification will soon become the new standard and requires both raw materials vendors, manufacturers and brand owners to follow stringent guidelines to achieve COSMOS Approval.   Consumers are just starting to understand this new certification, but make no doubt, they will start demanding all their products carry this symbol.
 
The COSMOS-standard, was put into place after the five main organizations in organic and natural cosmetics standards came together (and agreed!) to develop a harmonized, international standard for organic and natural cosmetics. This revolutionary practice within the beauty space is a win-win for both consumers, who can have an added sense of buying confidence and clarity, and the industry, who will now be able to operate on a truly level and efficient playing field. Additionally, and perhaps most importantly, the COSMOS-standard is a giant step towards sustainable development of natural resources, while still respecting the environment.

About the expert:
Susan Roberts Cooper is a creative colorist, educator and entrepreneur. Passionate about all things in beauty, she brings projects to life, working on every aspect of the "design, develop and deliver" mantra that is central to the Colour Collective ethos. Having lived and worked in Europe, Asia, and now the US, Susan brings a worldwide experience increasingly important in the global market. Susan has worked with creative hair gurus like Trevor Sorbie, Michael Van Clarke and with beauty companies Wella and Tigi in product development and education. Along with her business partner, Kerry E Yates, she has created over 283 products and invented 23 new brands.