Waitrose achieves seal of approval for organic beauty range

By Louise Prance

- Last updated on GMT

Related tags Soil association Cosmetics Venture capital

Waitrose has become the first supermarket to produce an entire
range of organic beauty products - a move that will no doubt
enforce its position as the leading 'Green' supermarket in Britain.

The Waitrose Organic Bath and Body range, also available at John Lewis stores, has been created in order to capitalise on the growing desire for products that are deemed safe for consumer application, and for the environment. Made with at least 70 per cent organic ingredients, Waitrose has trumped competitors by becoming the first supermarket to gain a certified seal of approval by the Soil Association for an organic beauty range. A spokesperson for the Soil Association said, "we have reached a point in the organic beauty market that is beginning to mirror the growth we've enjoyed in the food market in the last ten years. The launch of these new Soil Association certified products at Waitrose, is the signal that the market is now ripe for growth. ​The spokesperson confirmed that Waitrose has raised the bar within the competitive supermarket segment, stating, "It has set a unique standard for other businesses to follow". ​ Consisting of a handwash, soap, body lotion, bath soak and body wash, Waitrose has targeted the range at the mass market with prices ranging between £1.99 to £3.99 (€2.92 to €5.86). Capitlising on the growing trend for cosmetic products that are deemed 'natural', Waitrose has made the range entirely free from artificial colours, fragrances, parabans and genetically modified ingredients. Instead, the company chose to flavour the products with essential oils such as rosemary, lemongrass, geranium, shea butter and aloe juice whilst also incorporating organic plant extracts. Indeed, the company has gone so far as to make the packaging out of a minimum of 70 per cent recycled board, with the bottle, label, caps and pumps all made from HDPE, which is 100 per cent recyclable. Following news from market research analysts Organic Monitor that the European natural cosmetics industry will see an influx of investments in 2007, Waitrose appears to have made this launch the range at the right time. A spokesperson for Organic Monitor said, "The natural and organic sector is seen by some as the future of the cosmetics industry, whilst others are attracted to high margins. Indeed, private investors, private equity firms, venture capital firms and large cosmetic companies are all looking to invest in natural and organic cosmetic companies". "Organic food retailers and mainstream retailers are also pumping capital into natural cosmetic brands and products,"​ they continued.

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