Health-conscious consumers continue to seek “natural” beauty products, but the unique selling point of this claim is beginning to fade, making way for “wild harvested” ingredients to take centre stage in the beauty industry.

Natural style goes wild

Today’s consumers seek beauty solutions that are both effective and contain “natural” formulations as these exude the perception of high quality. In fact, over a third (38%) of global consumers believe that the “natural/chemical-free” claim in personal care products implies high quality, according to GlobalData’s Q3 2018 primary consumer research.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

However, since the “natural” claim has become established in the industry, certain brands are leveraging the “wild” claim to effectively differentiate from competitors in an oversaturated market while still aligning with natural values and principles.

In comparison with farmed plants, wild plants refer to those that are nurtured by nature and harvested from open spaces. Kendra Butler, founder of wild-crafted skincare brand Alpyn Beauty, told Fashionista that since nobody is nurturing them, “these plants develop this resilience” against natural elements.

It is this resilience that can enhance the efficacy perceptions of beauty formulations to consumers while creating a valuable point of differentiation within the natural beauty space. Leveraging wild ingredients can even exude the image of exclusivity, as certain products containing wild ingredients are often only available when they are in season.

Ultimately, it is crucial that brands leveraging the “natural” claim do not rely solely on this credential to shift products in future. Instead, specific unique ingredients or production methods which fall within the “natural” space will need to be leveraged to engage with consumers.