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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.

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”