By  on March 22, 2012

The natural beauty segment is growing up.

Rightly or wrongly, natural beauty brand founders had a reputation for being crunchy purveyors of so-so products in ugly packaging. But it was clear at Natural Products Expo West, which drew 60,000 people to the Anaheim Convention Center in Anaheim, Calif., from March 8 to 11, that they’ve made strides to change that reputation. Pounded by the recession, criticism over the meaning of natural and organic labeling, and consumer reluctance to stick with ineffective products, natural beauty brands have focused on improving affordability, message coherence and efficacy.

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