Continuing the health kick, a culinary influence now as attitudinal changes toward natural ingredients have acted as a catalyst in the rise of ‘kitchen beauty’ and is driven by a desire for consumers to feel in control of their beauty products.
“Traditional beauty and personal care remedies are moving into the mainstream as more and more consumers start to ‘cook up’ their own versions,” says Rudd.
“Brands will need to shift their focus to highlight artisanal processes while also making it easier for consumers to make products at home.”
According to Mintel, nearly half of Italian and Spanish consumers buy natural and organic personal care products because they believe the products are better for their health.
“With the ever growing interest in pursuing more natural lifestyles, consumers will find themselves getting involved in the creation process to ensure their beauty and personal care products are more transparent,” continues Rudd.