By  on March 24, 2017

Natural beauty is big — and it’s only going to get bigger.

As a result, the mass market has more options for consumers, but is more fragmented than ever. Shopper demand for mass natural beauty is rising so fast that brands once sold only through natural product retailers are rushing into the drugstore and discount channels faster than an avocado ripens. Brands born in the natural channel are crossing over into mass. Meanwhile, leading beauty brands are scrambling to ramp up their own naturally positioned products in order to better compete with smaller niche players pouring in from the health store sector.

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