Insight from the US: latest in organic beauty

By Lucy Whitehouse

- Last updated on GMT

Insight from the US: latest in organic beauty

Related tags Dietary supplement Nutrition

A market research firm dedicated to retail of organics in the US is set to reveal its insights to a European audience next week.

Speaking at the upcoming Natural and Organic Cosmetics Conference​ in Berlin (27-28 September), SPINS analysts will reveal the emerging trends its seeing in the organic beauty category across in the US.

The trade event is set to showcase the latest themes and trends as organic beauty continues to take centre-stage for western markets, with organisers note the show is intended to “take advantage of the opportunities the market has to offer and understand new target groups.”

Three key trends

We caught up with Kora Lazarski from the firm, who gave an overview of the key consumer demands SPINS is seeing coming to the fore for retailers across North America.

Lazarski notes that K-beauty (influences from Korea), active beauty and nutraceuticals (the beauty supplement segment) are the three major emerging trends being seen in organic cosmetics and skin care in the US.


At the moment, K-beauty is big in other categories, but has yet to reach the potential SPINS predicts it could have in the US organics market.

We see very few of these in retailers except some of the larger US retailers who will sample them. We do see naturals and k-beauty next to each other in other sectors, but in beauty it’s just starting to happen,”​ she explains.

Active beauty

Active beauty, products designed and marketed to make the most of the rising health and wellness trend, is also tipped to be big.

We’re seeing a big move towards the active beauty trend - around fitness and busy lifestyles, a whole new range of products across different categories is emerging.

“For example, products that are meant to help you clean up really fast between a workout and going to work - for example face wipes, probiotic body sprays, active-proof mascara.”


The beauty supplement market has so far failed to take off in any meaningful way in the US, but the rising interest in wellness and organics may open up space for it to come to the fore.

Lazarski reckons there’s “definitely going to be more of the nutraceutical trend happening; it hasn’t taken off here yet, but it’s starting to, with some of the major natural cosmetics brands starting to dabble in the supplement sector.”

“There’s also a huge emphasis on vitamin C, along with drinking lemon and orange infused beverages and waters, like rosewater,” ​she explains.

US opportunities

According to Lazarski, it’s an “exciting time​” to be in the US organic beauty industry, as various policy changes in the are coming up, which are likely to mean increased investment in the segment and a growing number of mergers and acquisitions in this space.

The firm will be detailing these points further at their upcoming presentation next week.

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