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Crop Natural From Australia Plans Growth in U.S.

Crop Natural brings a line with transparency about its ingredients and natural certification to a befuddled U.S. personal-care beauty market.

Crop Natural hopes to keep the success of Australian skin care in the U.S. thriving.

On the heels of debuts stateside of brands such as Babe, Frank Body and Mint Skin, comes Crop Natural.

The skin care assortment is now available in America at its web site,, as well as mass merchant powerhouse Meijer.

Next week Amazon adds Crop to its beauty offering, with several other U.S. accounts set to launch in the next few months, according to Charles Denton, brand manager for Corp Natural.

Crop is a line of natural and certified organic skin care including several masks and cosmetics. All products are at least 95 percent naturally derived and each is dermatologist tested. The formulas are free from harsh chemicals such as parabens, sulfates, PEGs, mineral oils and phthalates and are not tested on animals.

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Those are buzzwords among U.S. consumers who scrutinize labels more than ever before as natural moves from niche to mainstream, according to Kline & Co. The research firm pegged growth of natural personal care at 10 percent last year with the same trajectory when the dust settles for 2017.

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Although there is budding interest in natural, there is also much confusion exacerbated by a lack of regulations. Denton believes his brand offers clarity and will help shoppers sort out the facts.

“The rapid growth of the natural beauty industry has led to considerable misunderstanding around the term ‘natural,’” Denton said. “There are plenty of brands that are ‘naturally inspired’ [and] contain a low percentage of natural ingredients, but still market their product as a natural product which can be misleading to the consumer.”

Crop Natural, he noted, was just granted the international Cosmos certification. “Our certifications make us stand out from the pack,” he said. To be Cosmos certified, every aspect of a product collection is reviewed from the soil, to sourcing and manufacturing. “The Cosmos Certification is really a game-changer for us and the whole natural beauty industry,” Denton said.

Crop Natural Hopes to Plant Seeds
Crop Sheet Mask

The range includes an Antioxidant Collection including facial toners, eye serums and facial creams, treatment masks and sheet masks. All are formulated to address specific skin-care concerns. Ingredients include some of the most researched by shoppers looking for natural such as pomegranate, charcoal, turmeric, mulberry extract, rosemary, argan, macadamia and aloe vera.

Prices range from $7 for the Brightening Sheet Mask to $30 for the Antioxidant Facial Serum.