By  on March 27, 2013

Anaheim, Calif. — Naturally based beauty brands are charging into conventional retailers. Robust sales in the natural-products channel has spurred confidence that these brands can perform more broadly.

Enthusiasm about the natural sector was reflected in the sizable crowds at Natural Products Expo West, which was held in the convention center here from March 7 to 10 and drew 63,000 attendees, up from 60,000 last year, to check out 2,428 exhibitors. According to information provider SPINS, sales of natural body care — a category that includes hair, skin, makeup and oral care products — rose 23.4 percent in natural-oriented distribution to nearly $1.1 billion in the year ended Feb. 16, while the category’s sales in the conventional channel increased almost 14 percent to slightly less than $325 million during the same period.

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