Natural cosmetics are riding the wave of success, representing about 10% of the total cosmetics market. The natural cosmetics market has developed largely on the basis of an idealism opposed to the orientations of large industry, with many small companies focused on fair trade and hostile to animal experiments. But the continued growth of this niche has inexorably attracted the attention of major industrial players. With the acquisition of Logocos by L’Oréal, the wave turned into a tsunami and then an earthquake: the entire conventional cosmetics industry is now taking the measure of the phenomenon.

What are the current trends in the field of natural cosmetics?


Sun protection 2.0

Natural cosmetics renews sunscreens. Many industry players are currently reinventing this product, in particular by favouring zinc oxide nanoparticles to reduce the bleaching effect.


Waterless shampoo

The dry shampoos were first used in case of a hair emergency. But in recent years, natural cosmetics have been exploring solid or powder shampoos. This format also has the advantage of significantly reducing the packaging requirements of the product.


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Refill systems are becoming more widespread in the natural cosmetics sector. The basic principle is to use rechargeable cans to reduce the use of plastics. But more sophisticated solutions are emerging, aimed at increasing reusability and reducing waste. This problem poses certain technological challenges, particularly because of the refusal to use artificial preservatives. A lipstick in a wooden tube can cause unwelcome hygiene problems.


Recyclable components

In natural cosmetics, tubes and bottles contain more and more recyclable materials. This strong trend in the industry is the result of consumer demand.


An overall philosophy: Zero Waste

Natural cosmetics attach great importance to the quality of ingredients. The growing ecological awareness of consumers is now leading to a greater emphasis on the ecological impact of products. Zero Waste means zero waste – an ideal that no one in the cosmetics industry can achieve. For natural cosmetics, it is a question of minimizing the environmental impact of the materials used. Good ideas often come here from small creative brands.



Natural cosmetics does not mean low tech cosmetics. On the contrary, meeting new environmental requirements while maintaining high-performance beauty products opens up a growing field of technological challenges. This is all the more true since consumers of natural cosmetics are particularly vigilant and organized with regard to the products offered by large industrial cosmetics companies. It is becoming more and more difficult and risky for them to do greenwashing…