Aligning Beauty Brands with Sustainability: Trends, Regulations, and Consumer Expectations by 2024

Navigating the Trs and Regulatory Landscape for Natural and Organic Cosmetics in 2024

As consumers invest not just in beauty products, but also in their well-being, frness, and environmental impact, Mintel anticipates a growing tr towards integrating mental wellness into the cosmetic industry by 2024. A steady rise in consumer demand for transparency has compelled brands to demonstrate responsibility and accountability through ethical and sustnable practices when developing products that elevate beauty while respecting ecological integrity. According to market insights:

• Brazil: 81 of adults believe beauty companies should offer more scientific evidence to back their clms.

• Italy: 47 have decreased the number of products purchased due to concerns over environmental impacts.

How can brands align with these demands?

Firstly, on-pack clms serve as a consumer's initial insight into product attributes. To substantiate these, brands must share verifiable evidence of responsible practices that validate their clms like third-party certification and showcase the sustnability of their products throughout the entire value chn-from sourcing raw materials to packaging and disposal methods.

The supply chn footprint encompasses every stage: from selecting ingredients that mntn safety, efficacy, and sensory appeal without compromising on sustnability; to embracing greener extraction techniques for active substances; designing eco-frily products with biodegradable components; and choosing or developing sustnable packaging options.

A significant tr emerges as consumers increasingly:

1. Seek Sustnable Natural Cosmetics: Brands are adopting production methods that conserve resources e.g., waterless formulas, increase efficiency, use sustnable ingredients, adopt circular economy principles, reduce waste, and implement environmentally frily practices.

2. Embrace Recyclable Packaging: There's a push towards using more recyclable or biodegradable materials to minimize environmental impact.

Regulatory Landscape in 2024

The future regulatory landscape will likely include:

1. Green Clms Directive: This directive standardize and verify green clms, addressing misleading marketing practices by promoting third-party certification.

2. Packaging Regulation: The revised Packaging and Packaging Waste Directive now includes measures targeting over-packaging, improving recycling design, and increasing recycled content uptake.

Advocacy Efforts

NATRUE, as an international association dedicated to natural and organic cosmetics, will continue to advocate for:

1. Enhanced Research and Market Studies: Providing empirical data supporting the benefits of natural products.

2. Policy Contributions: Influencing regulatory frameworks to benefit both consumers and industry through advocacy initiatives.

By integrating sustnable practices and transparent labeling, brands can meet evolving consumer expectations in 2024 and beyond. NATRUE stands ready to facilitate this transition with its comprehensive criteria for certification and a commitment to fostering an eco-conscious cosmetic industry.

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