More mass market retailers pick up on organic beauty trend

Following in the footsteps of Tesco, Asda's acquisition of the Bentley Organic Range will be one of the first times a Soil Association certified beauty line has retailed in supermarkets. Beauty products that fall in line with the growing consumer trend for natural and organic products that are safe for the skin and for the environment are on the up within the UK's leading supermarkets. However, many have previously chosen to create own label ranges, with the latest move by Asda being an indication that supermarkets may be beginning to see cost saving benefits in outsourcing already established organic brands. Jamie Bentley, founder of Bentley Organic, said: "Winning the contract with Asda is a remarkable achievement and speaks volumes about the quality of the Bentley Organic range." ​​" We have combined 200 years of experience in soap manufacturing with the highest standards of organic integrity outlined in the Soil Association Organic Standard, to create an affordable organic brand of personal care products". ​​The range, which will be in stores by mid-April, will consist of 100 per cent organic products such as detoxifying, calming and moisturising deep cleansing ranges, which adhere to the Soil Association's strict organic guidelines for the ingredients included. Sticking to its mass-market target audience, Asda, a part of the Wall Mart Group, will retail the products from between £1.98 to £2.98. Competing supermarket, Waitrose, has also recently launched the Waitrose Organic Bath and Body range that is made with at least 70 per cent organic ingredients. 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. A recent report by Organic Monitor, estimated that the European market for natural and organic cosmetic products is currently growing at 20 per cent a year, and set to surpass a value of €1bn, the increased activity is likely to give way to big changes.