Beauty Garden products consist of those formulated with herbs, flowers and vegetables, aiming at a consumer who wants to be 'at one with nature'.
According to Mintel, this trend falls in line with the broader movement towards natural and organic ingredients and eco-cosmetics. The 'Beauty Garden' product builds upon previous trends such as 'Nu Natural' and reflects how consumer interest in naturally grown ingredients has continued to rise.
Health conscious ingredients
A common feature of these products is the term 'free from', which sets the cosmetic against the use of parabens and certain actives, such as hyaluronic acid. The Beauty Garden trend is therefore likely to chime well with a consumer wishing to avoid some of these ingredients.
Mintel cites one fresh example of a 'Beauty Garden' product as Red Flower Nature's Bioactive Berry White Peat Exfoliant, which claims to be '100% Vegetarian' and free from all synthetic dyes, petrochemicals and sulfates. The company states that the product is 'founded on the principles of world traditions, sustainable sourcing, ritual well-being and aesthetics'. It is claimed that the white peat exfoliant restores moisture and illuminates the skin, balancing its pH.
Mintel also highlighted a product from Beauté de Maman. The Stretch Mark Cream for Pregnancy is aimed at the 'natural, herbal needs of pregnant women'. It is claimed that the ingredients, which are easily-recognizable as natural herbs, flowers and vegetables, will help to reduce stretch marks. The product includes coconut oil and pea extract.
The Rich Radiance Day Cream SPF 10 also displays a list of herbal and vegetable ingredients well known to consumers. The cream, which has 'anti-oxidant protection', contains grape polyphenols, avocado butter, peas, mint and mandarin.
In addition, the use of recycled and biodegradable packaging is a commonly stressed element of products fitting the 'Beauty Garden' products. The trend clearly looks to provide 'the full package' of an ethically sound, natural product which will meet the increasingly discerning, health and environmentally conscious, cosmetics consumer.