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Statistics: Breaking Down the Naturals Category

Global sales of natural personal care products by category.

Appeared In
Special Issue
Beauty Inc issue 02/11/2011

According to Kline & Co.’s “Natural Personal Care 2010” report, natural personal care products had a wholesale global volume of $23 billion; the category is growing at about 15 percent per annum.

This story first appeared in the February 11, 2011 issue of WWD.  Subscribe Today.

Global sales of natural personal care products by category:
Skin care: 41 percent
Hair care: 17 percent
Toiletries: 12 percent *
Oral care: 9 percent
Makeup: 8 percent
All other: 12 percent**

Brands that received a 10, the highest rating on Kline’s “Natural Scale,” based on their ingredients:
100% Pure
Ayush
Burt’s Bees
Dr. Hauschka
Forest Essentials
Green People
Intelligent Nutrients
Juice Organics
Lafe’s
Primavera
Reserva Folio
Weleda

Top 10 global salon hair brands:
1. Wella
2. L’Oréal Professionnel

3. Schwarzkopf Professional

4. Redken
5. Matrix
6. Kérastase
7. Paul Mitchell
8. Goldwell
9. Tigi
10. Aveda

* Includes personal cleansing products and deodorants and antiperspirants.
**Includes fragrances, shaving products and misc.
Source: Kline & Co.’s “Natural Personal Care 2010: Global Market Analysis and Competitive Brand Assessment”