Remember the days when our grandma used to tell us about the importance of natural products available right in the kitchen for our regular skincare? After ages, natural and organic have become the new buzzwords in the industry once again. We are well aware of the details of our diet - how many calories we consume, nutrition factors, and also cruelty-free clothing.
However, until recently, not many were conscious about the kind of ingredients and their concentration in our daily beauty and skincare products. In today’s world, skincare ethics are becoming dynamic with every passing day. The future lies not only in the efficacy of the products but also in being transparent and honest with their customers about ingredients and processes of manufacturing. The beauty show is continuously transitioning to organic, sustainable, and natural. More than ever before, consumers are now curious about the ingredients in their products and whether they are natural and/ or organic. They well understand that the benefits of green beauty products extend beyond trends.
Organic and natural beauty products are the new trends as more people have realized that beauty is more about being healthy. We see numerous beauty brands coming up every day, with different types of skincare products with different ingredients with claims and over-claims. The need of the hour is gauging the credibility of these brands through analyzing the gap between claims and the results. Trust is established only when it is transparent about its results.
The whole idea of a product being natural and organic is for the betterment of your skin and its well-being which is not only effective but also ensures the sustainability of human life on the planet. There has been a paradigm shift from the use of chemical-based beauty products to natural ones as people are steadily becoming more aware of the benefits of the latter products. This organic beauty boom is part of the larger recent shift in consumer awareness about health, wellness, and the environment.
Skincare products based on organic plant ingredients are even suitable for people with sensitive skin conditions as acne, rosacea, eczema, or even breakouts or dry skin. Extraction of the plant bioactive that are effective while being used in skincare products requires extensive research that focuses on extraction and processing techniques. The idea is to extract the active biological components out of the plants and make them usable in skincare.
A brand's transparency is important because it builds trust with consumers. The consumers have the right to know exactly what is going into their skin and it’s of utmost importance that brands not just ‘claim’ that their products are organic or natural, but also provide information on ‘which’ ingredients have been used in manufacturing the products and ‘what’ is the percentage of natural and organic ingredients. Natural and organic products begin with the elimination of parabens, gluten, petroleum by-products, animal by-products, and artificial fragrances, oils, or alcohols. A product’s popularity is known by its USP and if a brand claims itself to be natural and organic that is leading a consumer to use a product that’s honest, clean, and safe to use - qualities that are admired by all conscious consumers.
A brand can build better transparency when they’re actually putting out the percentage of natural or organic ingredients used, For example, if a product has ingredients such as aloe vera and cucumber, the percentage has to be clear that aligns to their results. Brands should believe in bringing clarity and understanding to skincare by using recognizable ingredients and creating coherent, transparent labels that people can understand easily by reading their labels
When a product is set out in the market, it is not about the product alone, it is also about the sustainability of mother nature. When you are adding synthetic chemicals into the skincare products, you are causing harm in two ways – first, you are adding pollutants to the ecology, and second, you are exposing the skin to a new chemical that is altering the skin composition. They might provide an amazing result but in the long run, you are creating more trouble for them. So just be ethically honest and true about your brand and products.
The rise of technology and access to information on demand has shifted control over individuals. Newly empowered consumers are now more knowledgeable and vocal than ever before. They are increasingly becoming aware of the environmental and social impact of their purchasing decisions, and studies demonstrate that they are prepared to support brands that share their concerns. So when consumers recognize that the brand is being honest and open with them about their products, business practices, and brand standards, they become loyal and trustworthy champions of the brand.