Organic Monitor assessed over 50 cosmetic brands and ranked them according to their level of ‘naturalness’. The research was led by a chartered chemist who analyzed the formulations of natural and organic cosmetics and compared them to their marketing claims.

Brands were categorized by their rankings as follows: Certified organic cosmetics received the highest rating (9-10), pure natural cosmetics were rated 5-7, naturally inspired cosmetics 2 and conventional cosmetics 1.

The study found that the majority of brand’s formulations do not accurately reflect their marketing claims. Products that claim to be 100% natural were discovered to include synthetic preservatives, emollients and surfactants. Some brands with ‘natural’ claims were conventionally formulated, and several organic cosmetics did not even meet natural standards.

However, the study did show that products certified by a recognized agency received the highest ranking. Although, some products contain certified organic ingredients, the formulations still have synthetic ingredients not common to natural and organic products.

Organic Monitor emphasizes the importance of natural or organic certification as it adds continuity to the industry with strict standards and guidelines on allowed natural formulation processes and ingredients. Moreover, Organic Monitor encourages companies to become certified and establish trust with consumers by helping them distinguish a truly natural product from a falsely labeled one.

Natural Cosmetic Brands Assessed

Brands that received high naturalness scores include: Intelligent Nutrients (9), Green People (8) and Living Nature (7). Intelligent Nutrients products received high naturalness ratings, as they contain high levels of organic (food) ingredients, with almost all products certified organic.

New brands launched by large multinationals also scored high in terms of their natural and organic formulations: Garnier Bio Active (L’Oreal), Diadermine Bio Expertise (Henkel) and Johnson’s Natural (Johnson & Johnson). The high naturalness ratings of these brands epitomize how the natural and organic arena has evolved from just having small niche brands.

Natural & Organic Certification

Not all certifications are created equally. While natural and organic certification agencies like ECOCERT, Soil Association, BDIH, NPA and NaTrue standardize what constitutes a natural product, the report criticized Fair Trade organizations which allow cosmetics to be certified Fair Trade if they contain a minimum level of Fair Trade ingredients. Some consumers perceive these products as natural since they are certified and often marketed on their Fair Trade (natural) ingredients.

The study went on to show that many certified Fair Trade cosmetics received low naturalness ratings because of high levels of synthetic ingredients. Organic Monitor calls for Fair Trade certification standards to be tighten so they do not add to consumer confusion of what constitutes natural and organic cosmetics.

According to the study’s findings, the level of naturalness of brands varies considerably between geographic regions. European brands, partly because of the high adoption rates of natural and organic standards, score highest. North American brands are the second most natural, and whilst brands in other regions generally receive lower ratings. Although a growing number of Asian and Latin American brands are emphasizing their natural – and in many cases, indigenous – ingredients, the formulations are usually high in synthetic preservatives, emulsifiers and other ingredients.

The market for natural and organic personal care products is widening. Companies are entering into retail channels that were once assumed ‘out-of-bounds’ for higher priced natural products. Natural brands are now finding success in supermarkets, drugstores, mass merchandisers and club stores. Additionally, private labels are also contributing to the growth as they allow retailers to offer natural products at affordable prices. With a much broader consumer base, market growth is driven by the full retail spectrum, not just specific channels.

However, there is a growing divide within the industry. Over 600 brands are present in the North American market, but the market share majority is controlled by few. A two-tier market has developed, according to Organic Monitor, whereby large brands are occupying the first tier and small to medium size companies are operating in the second tier. And the gap is growing. Large natural personal care product companies, like Burt’s Bees, Bare Escentuals, and Tom’s of Maine, have all recently been either bought by or received huge capital inflows from much larger dominate manufacturers, which has allowed them to even further expand.

Organic Monitor predicts that in coming years natural and organic products will account for 10% of personal care product sales. The natural and organic market, once only a small market segment, now is poised for considerable and continual growth. Mergers, acquisitions and investments will likely play a significant role in market developments over the next few years as the high growth potential is attracting more investors.  But, as the market becomes increasingly crowded there will be even more fragmentation between the successful brands and the aspiring brands. Those who can build strong distribution and differentiate themselves are expected to excel.

Organic Monitor recently published a report which analyzes the US and Canadian markets for natural and organic personal care products, which they segment by the following product categories:

• Natural & organic skin care products
• Natural & organic hair care products
• Natural & organic oral care products
• Natural & organic cosmetics
• Natural & organic deodorants
• Other natural & organic personal care products

The 2^nd edition report provides market information for each product category including: market size, revenue forecasts, pricing analysis, competitive landscape, sales channel breakdown and consumer trends. Recommendations are given to existing participants and new entrants looking at growth opportunities in this emerging market. Market shares and profiles are given of the leading brands, manufacturers, importers and retailers in US and Canada.

Find more information on the report here.

Natural and organic cosmetics and personal care products are now mainstream, and companies presenting their products to the mass market, specifically through a large retail presence in supermarkets and chain stores are doing exceptionally well.  In comparison, some premium natural & organic brands are losing market share because of sluggish demand from organic food shops and beauty retailers.

Already established European natural cosmetic companies are bridging boarders and developing a pan-European presence. Korres Natural Products and Melvita are leading the way with the opening of new concept stores across Europe.  An increasing number of brands are following this trend, including Weleda, Dr. Hauschka, Madara Cosmetics and Couleur Caramel, all which have opened concept stores in recent years.  In addition to concept stores, brands are also manoeuvring to better position themselves in the high demand, high growth online retail market.

Brands that are well-known in some European markets and less recognized in others are now making inroads throughout the entire continent, such as Burt’s Bees and H&M.  Burt’s Bees is well received in the US and UK, but relatively unknown in other parts of Europe.  A new distribution agreement with Sephora retailers in France should help change this and expand their market share in new European markets.

H&M is a new entrant to the natural cosmetic industry.  Characteristically a fashion and apparel retailer, H&M is launching a new line of certified organic skin care products to be sold in stores across Europe.

As new entrants continue to increase and the market becomes even more competitive, Organic Monitor predicts the market winners to be “those companies who can adopt strategies based on product differentiation,” such as products certified natural or organic, as well as products that are competitively priced, offering consumers with a better value without sacrificing product effectiveness.

New entrants and established brands are expanding across Europe to meet growing consumer demand for natural & organic products. A recent study by Organic Monitor finds European natural cosmetic sales will approach EUR 2 billion this year.

Ten years ago if you told me that men were using beauty products, or spending $200 on a pair of jeans I would probably laugh, or maybe say, “only in Hollywood.” But not now, it is quite the opposite.

Metro-sexual males, once a fad, are now becoming the norm.  And the name, metro-sexual, is slowly fading away as the once associated traits are becoming common practice by the well healed, fashionable male.

With that said, a new fad has begun, and hopefully this will also evolve into the norm as it carries significant benefits for both the consumer and the world — organic products.  The shelves of your local supermarket or department store are stocked with 100′s of organic labeled products accompanied with a seal of approval.  And the same goes for cosmetics.

So now that we have two new markets, the metro-sexual male, and organic products, it is only logically that the two combine to form a newly popular niche market – organic cosmetics for men.  I did a little investigating as I was curious to see just how many different organic cosmetics were being sold at a high end national department store and I counted about 100 different products, of which only a few were specifically for women.  They ranged from body lotions, serums, facial cleansers, moisturizers, to shaving creams and gels, after shaves and deodorants.

It is safe to say that there is no shortage of organic male cosmetics available in today’s market.  And I predict, and hope as well, that as environmental concerns start having a greater impact on the way our products are made and bought, organic products, including organic cosmetics, will become increasingly popular.  And with the advancement of modern science and technologies, manufactures will find cost effective organic alternatives to their chemical counterpart in order to persuade the profit driven mega brands to follow suit and enter the organic market.

Organic Monitor has worked on a report called Techinical Insights. It was created to eliminate doubts and help companies distinguish between all the natural and organic options out there. The Technical Insights report focuses on the technical, formulation nod ingredient issues involved.

This report gives specific information about the major standards available inEurope, North AMerica, Asia-Pacific and other regions. Some of the standards mentioned are Ecocert, Cosmebio, Soil Association, BDIH, ICEA, OASIS, NSF, NPA as well s regional and international initiatives such as Cosmos and NaTrue.

For companies looking to adopt natural and organic cometic standards. It gives companies accurate information on the standards at hand helping them make the right decision. Eliminates the risks of manufacturing natural and organic cosmetic products. The report also gives information on the allowed and prohibited ingredients, chemical processes and raw materials issues. Addiitionally, the leading natural cosmetic standards and organic cosmetic standards in each region and worldwide are compared.

Apparently Europe is the front runner when it comes to adopting standards, having two thirds of their natural and organic cosmetics already certified. The two top standards are Ecocert and BDIH, considering their high demands to obtain such certifications. In the United States there´s a very particular situation in which in the last 18 months many standards have been introduced but very few products have been certified, approximately 5 percent of natural and organic cosmetics according to the Organic Monitor.

The main standard in the U.S. is the National Products Association (NPA) with its “made with organic” standard expected to become more popular as soon as certifications begin. The USDA NOP standard, widely known for its organic food products, has become an alternative for the lack of organic cosmetic certifications. The USDA certification is only used when the natural or organic cosmetic product contains a food-grade ingredient.

Latin America and Asia-Pacific are also making an effort to introduce natural and organic cosmetic standards, but rates are extremely low. Countries in these areas prefer to export their products, leading them to prefer European based standards. Ecocert, a widely used standard is preferred by countries like Japan, Malaysia and Brazil.

In Malaysia, for example,  the Buds Cherished Organics brand has reported growth in sales after getting the Ecocert certification. Manufactured by the MAlaysian company I-Green, it is the first Asian company to produce organic certified baby care products. Now, I-Green is considering exporting their product to neighboring Asian companies and Europe, as well as considering the possibility of certifying more of their products.

With this situation the United States risks losing its positioning in the Asian market with brands such as Nature’s Gate and Aveda. Although these products are extremely popular they lack natural and organic certifications. With so few AMerican brands and companies that have not adopted natural and organic standards yet.

Organic Monitor also takes on a critical review of new regional and international initiatives such as Cosmos and NaTrue. The Cosmos standard is programmed to be implemented in January 2010. It has been developed over seven years of negotiations between kneading certification agencies in Europe. When launched it is expected to become a milestone for the European natural cosmetics industry.

Cosmos is expected to be an up-and-coming standard in /europe but it faces competition when placed next to NaTrue. Over 150 products have been certified by NaTrue since the standard was launched a year ago.

Natural and Organic standards don’t only hep companies but they also help customers. If the natural and organic cosmetic industry is clear on the importance of having their products appropriately certified, then customers can out their biggest fears aside when purchasing products with natural and organic labels on them.

Natural and organic standards are becoming more and more popular and as this occurs, the amount of standards available grows as well.  Cosmetic manufacturers, formulators and ingredient companies are asking what differences there are between these many standards available and the technical implementations of adoption.

Organic Monitor has worked on a report called Technical Insights. It was created to eliminate doubts and help companies distinguish between all the natural and organic options out there. The Technical Insights report focuses on the technical, formulation nod ingredient issues involved.

This report gives specific information about the major standards available in Europe, North America, Asia-Pacific and other regions. Some of the standards mentioned are Ecocert, Cosmebio, Soil Association, BDIH, ICEA, OASIS, NSF, NPA as well s regional and international initiatives such as Cosmos and NaTrue.

For companies looking to adopt natural and organic cosmetic standards. It gives companies accurate information on the standards at hand helping them make the right decision. Eliminates the risks of manufacturing natural and organic cosmetic products. The report also gives information on the allowed and prohibited ingredients, chemical processes and raw materials issues. Additionally, the leading natural cosmetic standards and organic cosmetic standards in each region and worldwide are compared.

Apparently Europe is the front runner when it comes to adopting standards, having two thirds of their natural and organic cosmetics already certified. The two top standards are Ecocert and BDIH, considering their high demands to obtain such certifications. In the United States there´s a very particular situation in which in the last 18 months many standards have been introduced but very few products have been certified, approximately 5 percent of natural and organic cosmetics according to the Organic Monitor.

The main standard in the U.S. is the National Products Association (NPA) with its “made with organic” standard expected to become more popular as soon as certifications begin. The USDA NOP standard, widely known for its organic food products, has become an alternative for the lack of organic cosmetic certifications. The USDA certification is only used when the natural or organic cosmetic product contains a food-grade ingredient.

Latin America and Asia-Pacific are also making an effort to introduce natural and organic cosmetic standards, but rates are extremely low. Countries in these areas prefer to export their products, leading them to prefer European based standards. Ecocert, a widely used standard is preferred by countries like Japan, Malaysia and Brazil.

In Malaysia, for example,  the Buds Cherished Organics brand has reported growth in sales after getting the Ecocert certification. Manufactured by the Malaysian company I-Green, it is the first Asian company to produce organic certified baby care products. Now, I-Green is considering exporting their product to neighboring Asian companies and Europe, as well as considering the possibility of certifying more of their products.

With this situation the United States risks losing its positioning in the Asian market with brands such as Nature’s Gate and Aveda. Although these products are extremely popular they lack natural and organic certifications. With so few AMerican brands and companies that have not adopted natural and organic standards yet

Organic Monitor also takes on a critical review of new regional and international initiatives such as Cosmos and NaTrue. The Cosmos standard is programmed to be implemented in January 2010. It has been developed over seven years of negotiations between kneading certification agencies in Europe. When launched it is expected to become a milestone for the European natural cosmetics industry.

Cosmos is expected to be an up-and-coming standard in /europe but it faces competition when placed next to NaTrue. Over 150 products have been certified by NaTrue since the standard was launched a year ago.

Natural and Organic standards don’t only hep companies but they also help customers. If the natural and organic cosmetic industry is clear on the importance of having their products appropriately certified, then customers can out their biggest fears aside when purchasing products with natural and organic labels on them.

The demand for natural and organic products and cosmetics is rapidly growing, and at the same speed grows the interest of companies that provide products that aim to be “green.”

Consumer’s main concern is the amount of information available, true or false, on daily use home, personal hygiene products and even food that may be harmful to their health.  The same products that every family member uses on a daily basis. This concern plus “green living” becoming a popular issue has helped feed companies’ need to manufacture goods that are labelled organic.

Even large retailers like Wal-Mart in the U.S or Tesco in Britain have started their own line of natural and organic products to answer to this large consumer demand.

In the case of organic cosmetic products there is no government regulation as to natural and organic cosmetics. Leaving this practice up to the company itself to decide if their products are worthy or not of being labelled natural. Some companies have adopted the practice of privately regulating their products in order to label them accordingly. The regulation rules used by some companies have been developed by groups like the French organic certifier Ecocert, the Soil Association in Britain and the recently established Oasis, or Organic and Sustainable Industry Standards in the United States.

In Oasis’ case, they have set standards of organic labeling on products that contain a minimum of 85% of organic ingredients.  A minimum that will be raised to 95% in the next three years. Oasis is a trade association composed of some of the largest groups in the cosmetic industry, such as Estée Lauder and L’Oréal. The U.S. Department of Agriculture’s norms are a little higher allowing organic labeling on food products that have 95% of organic ingredients in them.

It is very important when buying cosmetic products to look for the organic label of certification since it gives the consumer a variety of information: the brand name of the manufacturer, certification details and names of the ingredients. This gives you the opportunity to check what is really used in your product of choice.