Naturally Cleansing

An increased focus on wellness has fueled demand for natural personal care cleansers. When it comes to wellness, shoppers have accepted that what goes inside their bodies counts. As consumers look to improve their overall health, it has become common practice for consumers to read the ingredient labels of food and beverages before they buy. For many, natural and free-from food and beverages have become a way of life. With an increased focus on wellness, shoppers have also come to realize that what they use to clean and care for the outside of their bodies matters just as much as what goes inside. As a result, the demand for natural personal care products has grown. “The category is enjoying growth as a result of escalating consumer rejection of controversial personal care ingredients—for example, parabens, petrolatum, phthalates, pesticides, artificial colors, GMOs, endocrine disruptors, etc.—and corresponding demand for products that support overall health, wellness, safety, sustainability and labeling transparency,” says Jennifer Norman, vice president of marketing for derma e, based in Simi Valley, Calif. Natural/organic personal care items are, in fact, a multi-billion-dollar category. The global organic personal care market size was estimated at $8.34 billion in 2013, and it is expected to reach $15.98 billion by 2020, according to Organic Personal Care Market Analysis By Product (Skin Care, Hair Care, Oral Care, Cosmetics) And Segment Forecasts to 2020, a study by San Francisco-based market research and consulting company Grand View Research. With growth projected to nearly double over the next five years, retailers would be wise to become more educated about the category and align themselves with suppliers that fit the “natural” bill. While there is not one definition for “natural” as it relates to personal care products, the Natural Products Association (NPA), a Washington, D.C.-based nonprofit organization dedicated to the natural products industry, has developed a set of guidelines that dictate whether a product can be deemed truly “natural.” The NPA guidelines state that a product labeled “natural” should be made up of only, or at least almost only, natural ingredients and be manufactured with appropriate processes to maintain ingredient purity; avoid any ingredient with a suspected human health risk; should use no animal testing in its development; and should use biodegradable ingredients and the most environmentally sensitive packaging. derma e’s definition of natural aligns with the NPA’s guidelines. “derma e defines natural personal care as those items made of naturally sourced ingredients, with minimal use of synthetic chemicals and manufactured in such a way to preserve the integrity of the ingredients,” says Norman. The company offers a wide range of products, which includes natural facial care, body care, therapeutic care and hair care. derma e recently launched its Purifying Natural Facial line, which includes a Gel Cleanser, Toner Mist, 2-in-1 Charcoal Mask, Daily Detox Scrub, Youth Serum and Oil-Free Moisturizer. “Purifying Natural Facial Care addresses oily, active, urban skin types prone to clogged pores and damage,” Norman adds. “The items are formulated with activated charcoal, marine algae, green tea and aloe.” J.R. Watkins, a Winona, Minn.-based manufacturer of personal care products, defines natural personal care cleansers as items that utilize mild, plant-derived cleansers that are non-irritating to skin. However, the company’s philosophy on natural goes beyond ingredients, says J.R. Rigley, president and CMO. “Our natural position encompasses our brand position on being free from animal testing, to use only recyclable and environmentally-friendly packaging materials, to minimize waste and energy usage, and to honor our founder’s values for responsible and sustainable business practices,” says Rigley. The company offers castile liquid soaps, castile bar soaps, bath soaks, body butters, sugar and shea body scrubs, anti-aging body care, body oil mists, bath and body oils, hand and body lotions, hand creams and foot care—along with other personal care items. The products are all non-toxic and cruelty-free, says Rigley. In addition, they are free from chemical sunscreen, dyes, ethanolamines, formaldehyde donors, glycols, mineral oil, parabens, petrolatum, phthalates, silicones, synthetic polymers and talc. “Consumers are looking not just for a list of free-froms or natural positioning, they are looking for products that deliver on performance,” says Rigley. “Not all natural products are created equal, and the consumer will not compromise on performance.” Products with high levels of performance often come with a premium price, which can be challenging for retailers looking to add more natural personal cleansers to their health and beauty care selection. “The biggest challenge both retailers and natural brands have is justifying a premium price,” says Norman.   "Green" Cleaning The demand for natural cleansers is not limited to the personal care category. Natural household cleaners are also gaining share in the marketplace. “Green” cleaners in the natural channel are growing at roughly seven percent, while supermarket household cleaner growth is flat, says Edy Rozycki, brand manager for emerging brands at Mizkan Americas, the Mt. Prospect, Ill.-based manufacturer of Four Monks Cleaning Vinegar. “The opportunity exists in the supermarket channel for a competitively priced natural cleaner,” says Rozycki. “Natural cleaners, as we define it, means non-toxic without any artificial cleaning aids (surfactants). We also comply with DfE (Design for the Environment) criteria, which designates safe-for-the-environment products.” Four Monks Cleaning Vinegar is an all-purpose cleaner designed to work on kitchen countertops, bathroom sinks and mirrors, in the garage or for stains on fabrics. The company offers a gallon and half-gallon size in two scents: Aroma Controlled and Citrus Mint. A proprietary process eliminates the majority of the vinegar odor in the Aroma Controlled scent, while Citrus Mint uses a food-grade scent for maximum product safety. “We use real vinegar and not acetic acid, like some ‘vinegar-type’ cleaners use, insuring product safety without loss of efficacy,” Rozycki adds. “We believe the future growth in the all-purpose cleaning segment will be driven by ‘green’ cleaning products that provide safe and effective ways to clean every room in the house. A convenient, non-toxic and economical way to clean will be the norm, and we believe that Four Monks can fill that need.”