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DSM in Personal Care

Natural

The rise of natural beauty

Natural can be described in many different contexts, but there’s no doubt that this theme has touched on nearly every area of beauty and personal care topics. From what is a natural look to whether beauty products contain organic ingredients, natural is aspirational and positive for most. 
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But what is natural beauty and how can it be interpreted across markets.

Some consumers look for natural as a shortcut to simplistic, others are looking for more naturally ‘real’ products.

We’ve seen a shift in natural with the rise of make-your-own beauty products and super ingredients such as coconut oil which are not only transforming our beauty products, but also our diets. Natural is fast encompassing not only how we look and what we use, but what we eat and how we feel inside and out.