Five brands lead the way with four shortlisted products each, they note: AA Skincare, Bloomtown Botanicals, Feisc, Gaia and Neantog (The Irish Nettle Company).
The presentation of the 2017 FreeFrom Skincare Awards is set to take place with special guest Janey Lee Grace, Friday 7 July, at Olympia, London, as part of the Love Natural, Love You Show 2017.
There are set to be 14 product categories, plus Best Free From Achievement, Best Free From Skincare Brand, as well as the overall top award for Best FreeFrom Skincare Product.
Judging the best of naturals
According to organisers, the products have been whittled down by a large team of independent beauty experts.
“The shortlist follows a period of intensive testing of all entries by a 90-strong team of dedicated Ultimate Natural Beauty Bible and Skins Matter testers, each with sensitive or problem skin, or with a keen passion for natural and ‘free from’ skincare,” they explain.
Speaking of the naturals trend, Alex Gazzola, Awards Co-ordinator, noted that consumers are drawn to it from a variety of backgrounds and by various motivations.
“These products are invaluable to consumers with allergies, problem skin conditions, religious sensibilities and ethical or environmental concerns,” Gazzola says.
Small brands and startups dominate
According to awards adminstrator for FreeFrom 2017, this year features a substantial showing from smaller, more niche players, reflecting a dynamic category.
“Half the brands on the Shortlist are first-time entrants to the Awards, and many are new and small start-ups,” says Kirsty Mawhinney. “This reflects the degree to which ‘free from’ and natural skincare is constantly growing and improving.”
This year’s Awards are supported by sponsors NATorigin (Family Skincare category), Beauty Kitchen (Men’s Grooming), Bare & Beyond (Face Care (Leave On)) and Green People (Lip Balms). The shortlist is available here.