Increased demand for natural products fuels growth for UK companies

By Katie Nichol

- Last updated on GMT

Related tags Marketing

Continuing consumer demand for ‘natural’ products is prompting UK-based personal care companies to expand by adding to their product ranges or extending their distribution reach.

Despite unfavourable economic conditions, consumer demand for ‘chemically clean’ and ecological cosmetics remains buoyant in Europe, according a recent Organic Monitor report.

Expanded product range

Natural skincare company, Saponaqua, said it has recently expanded its product range to include a mineral therapy balm and body butter in response to growing consumer demand.

The company said that although its signature product, the natural therapy bar, was originally designed for people with skin ailments such as eczema, consumers are increasingly looking for paraben-free formulas made from natural ingredients.

Visionary Soap, a UK manufacturer of natural, organic bodycare, is to produce Saponaqua’s product line in accordance with an agreement between the two companies.

A spokesperson for Saponaqua told CosmeticsDesign that the company is in the process of developing more products in the range, including a liquid soap product which is expected to be launched next year.

European Distribution

Other companies are responding to the strong market growth by expanding distribution.

Lily Lolo, a UK-based mineral cosmetics company, has expanded into Europe, securing distribution partners in Sweden, Norway, Finland and France, with exclusivity also granted to a Danish distributor.

Lily Lolo’s marketing and PR manager, Laura Abraham, told CosmeticsDesign that “the next few years are going to see a huge focus on natural cosmetics, and it’s important that we establish the brand within the market at the right time.”

According to Organic Monitor, the European natural cosmetics market is forecasted to be worth €2bn in 2010, an increase of €300 million when compared to the projected figure for the end of 2009.

As well as looking to establish more partnerships with distributers in Europe, Abraham said if the venture is successful it will be rolled out to the rest of the world in the future.

Natural certification key to European launch

She added that the company is currently working towards achieving NaTrue certification, a key factor for the European launch and introduction into the European natural cosmetics market.

Lily Lolo is committed to eliminating unnecessary ingredients from their mineral make-up formulations, and ensuring that all ingredients used are natural, according to the company.

“Media hype into specific ingredients has caused consumer suspicion so it makes sense that the fewer ingredients used, and ensuring that these are as natural and purified as possible leads to more consumer trust in the brand,”​ Abraham said.

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