Naturals and organics: a challenge for brands with a global presence

By Lucy Whitehouse

- Last updated on GMT

Naturals and organics: a challenge for brands with a global presence
How can brands show their natural and organic credentials without a single global labelling standard?

According to Ecovia Intelligence, specialist research, consulting & training firm whose website can be found here​, standards are another major challenge for the Asian and global market for natural & organic cosmetics.

COSMOS and NaTrue are now established in Europe, however adoption rates in North America and Asia remain low, it observes.

Organised by Ecovia Intelligence, the Natural Cosmetics Masterclass (Future Direction of Ethical Labels) is set to explore this issue, with sessions led by experts in the field.

The event will take place at Regent’s University London on 11th July 2018, with full details available here.

Less than 10% of US market

Ecovia Intelligence finds that certified products represent less than 10 percent of natural & organic cosmetics in North America. New ethical labelling schemes are gaining traction, though.

In Europe, vegan and fair trade labels are now established on cosmetics & personal care products. In the US, Burt’s Bees has moved away from the NPA natural standard, opting for the National Eczema Association seal of acceptance for its Sensitive skin care line.

AllergyCertified launched its Skin Allergy Certified standard in 2013, and now has over 450 certified products.

The Made Safe and Environmental Working Group (EWG) Verified Program are also becoming popular. The latter has 1,286 certified personal care products.

New labelling schemes for Asia?

As consumers increasingly looking for certified products, it is highly likely that some of these new labelling schemes will gain popularity in Asia, says Ecovia Intelligence.

With growing proliferation in standards and labelling schemes, a major decision for brands, is not which ones, but how many to adopt.

Standards & ethical labels, Asian growth potential, as well as an update on the global market for natural & organic cosmetics, will be given at the Natural Cosmetics Masterclass: Ethical Labels 11 July, London.

It will also be covered during the firm’s Sustainable Cosmetics Summit, which is seeing editions in Hong Kong, Sao Paulo and New York this year.

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