Natural Brands Fuel Prestige Skin-care Category Growth

Natural is still proving to be a powerful force in beauty. Consumer demand for natural beauty products is stronger than ever, and it is most prevalent in the skin-care category, where third-quarter sales were up 15 percent from 2017, according to The NPD Group. Natural brands accounted for 25 percent of skin-care sales, and natural brands comprise the fastest-growing segment in skin care, up 24 percent year-over-year. There have been ripple effects for adjacent subcategories, such as vegan and cruelty-free, which do not necessarily indicate that a product is natural, but are commonly assumed as such by consumers. Sales of vegan brands were up 65 percent in the third quarter, and cruelty-free brands jumped 27 percent. “Somewhere along the way, we reached a point where consumers believe that natural is better,” said Larissa Jensen, beauty industry analyst at NPD, in a presentation preceding a CEW panel discussion, “What Is the New Natural?” held at the Harmonie Club in New York on Nov. 1. The evening’s panelists — Annie Jackson, cofounder of Credo Beauty; Tata Harper, founder of Tata Harper Skincare; Jill Scalamandre, president of Bare Minerals, Buxom, global development for Shiseido Makeup and chairwoman, CEW, and Lev Glazman, cofounder, president and head of research

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