Demystifying the green beauty trend
DSM - reassuringly natural
Natural & organic ingredients – more than just a trend
Natural ingredients and green credentials are now a priority for many facial skincare users. According to a Mintel study, half of UK consumers who purchased beauty products in the last year sought products made with natural ingredients. A third of consumers using facial skincare products in the US purchased products with natural ingredients; this figure jumps to nearly half when focusing solely on younger consumers (aged 18–34). And in China, 45% of female consumers using facial skincare products plan to use products derived from natural ingredients or botanical extracts to improve their skin.*
Consumers seek clarity
A DSM infographic, based on feedback from social media influencers with whom we engage, clearly shows that five key behaviors and beliefs inspire consumer expectations in respect of natural and organic, naturally sourced and sustainably produced ingredients. People today are evidently paying much closer attention to where ingredients come from and how they are processed. They expect ethical and sustainable practices from manufacturers, are wary of misleading claims and want reliable and transparent labeling to aid their decision making. With technology providing instant access to information beyond the product label, consumer demands for more transparency on green claims, ingredients, and processes will continue to rise. Clear, easy-to-understand definitions of terms such as “natural” and “organic” would go a long way towards meeting their expectations.
The results of a survey we conducted among brand owners who use natural marketing claims revealed that, alongside proven efficacy, high purity and safety, and formulation stability, they especially value our ingredients’ informative certifications.
Commitment to ingredient transparency
Building on this, DSM has summarized an overview of all its naturals in the DSM House of Naturals, a portfolio of 55 ingredients that are of natural origin, verified natural or certified organic. This range represents more than 60% of the entire DSM Portfolio.
In line with its long-term commitment to providing transparent facts, DSM has designed a simple labeling system to help customers navigate the product range. From now on, you can get a quick overview of whether our products are certified organic, verified natural (in compliance with the strict requirements defined by Ecocert, Cosmos, and Natrue) or of natural origin (based on the new ISO16128 standard with additional restrictions such as sustainable manufacturing processes, including extraction or biotechnological transformation of botanical sources).
You may already be familiar with the flagship naturals ALPAFLOR®, PENTAVITIN® and REGU®-AGE PF, but DSM also boasts an extensive portfolio of other natural products. Click here for information about all ingredients in the DSM Naturals Range and to find out more about our labels.
* Source: UK & US: Lightspeed/Mintel. China: KuRun Data/Mintel