NATURAL INGREDIENTS: WHAT WE LEARNED AND WHAT IS NEXT
During the past 20 years we have seen the presence of natural ingredients in finished cosmetic products rising. The main reason being an increase market demand for natural formulated cosmetic products considered safer than their non-natural or partially natural counterpart, but still carrying some efficacy. Unfortunately, producers of natural based cosmetics have often short cut in their development to bring products with little efficacy and with an inferior sensorial experience to their non-natural based counterpart when related to aesthetic, texture, and application. Furthermore, limited technology available from natural ingredients suppliers and/or the ingredients cost in use made the task of the formulator harder to achieve an effective natural based formulated product.
More recently, consumer have put the bar higher when considering purchasing a natural formulated product and safety is not the only requirement. The clean beauty movement has also redefined safety and challenged the myth of natural equals safe by adopting some safe chemicals in their formulation offer, (i.e., a good balance of chemicals and naturals) as well as a minimalistic ingredient approach around a balance of safety and efficacy. What is needed today is more technology and more science associated to the development of natural based products. A strong imprint of sustainability is needed as well.
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