Eco-Conscious Brands Are Moving Up The Beauty Totem Pole

Photo: WENN

The counterfeit makeup industry is booming, but natural beauty brands are thankfully growing at the same rate. It seems women are actually starting to care about the ingredients in their everyday products as arsenic-laced foundation and fake M.A.C. lipsticks are landing black market sellers in prison.

Jessica Alba’s Honest Company and Drew Barrymore’s Flower Cosmetics are leading the celebrity charge, but this segmented industry is slowly filling to the brim with independently owned companies.

“Global sales of natural personal-care products, which constitute about 25 percent of the market, climbed 10 percent last year, and Kline projects sales in the segment will increase at a compound annual growth rate of almost 10 percent through 2019,” says an article about eco-conscious beauty inside the latest issue of WWD.

Photo: Alima Pure
The informative piece also highlights a new wave of natural beauty stores like Credo Beauty in San Francisco, who are filling the void left by bigger brands (Burt’s Bees, Origins, etc.) that merged with mainstream companies after seeing global success. What remains to be seen is whether that same pattern will continue or if these emerging names will maintain ownership of their product. W3LL People is set to invade Sephora and Target this fall while others are happy to remain unconventional from a business standpoint.

“If I was obsessed with money, I would have sold a long time ago,” says one owner in WWD. “I have integrity and, honestly, we don’t need an investor. I’m very smart with my money.”

Furthermore, are those who sell their products in mainstream retailers “selling out” or simply making a smart money decision? When considering the endless amount of options out there, we find it necessary to make room for those eco-friendly brands, no matter where they choose to sell.

One thing’s for sure; it will certainly be interesting to see how natural beauty brands affect the fashion industry; specifically runway shows and the red carpet, where we’re used to seeing women cake on their makeup for the cameras.

If you’re curious about eco-friendly beauty in general, go to the next page to see three of our favorite brands and read the entire WWD article here. 

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