Trending Naturally September 2024

Welcome to #TrendingNaturally, a roundup of the hottest natural trends in the industry.

As the leaves change, a new season of beauty trends emerges.

This autumn, a growing emphasis on natural and sustainable ingredients is taking centre stage in the cosmetic and personal care industry as consumers increasingly seek products that align with healthier, more environmentally conscious choices.

The incorporation of natural ingredients into cosmetic and personal care formulations is not just a trend but a reflection of evolving consumer preferences and a growing awareness of the impact of beauty products on the environment…

Natural ingredients for ‘Botox in a bottle’ trend

The “Botox in a bottle” trend has gained popularity on platforms like TikTok, referring to a range of skincare products that claim to offer similar wrinkle-reducing benefits to traditional Botox injections.

While these products don’t contain actual botulinum toxin, they often incorporate ingredients such as peptides, retinol, and hyaluronic acid, which can help to improve skin elasticity and reduce the appearance of fine lines.

The trend has been driven by a growing desire among consumers for non-invasive and more affordable alternatives to cosmetic procedures. As off the back of the ‘prejuvenation’ trend, mentioned in May’s trend report, many people, including those looking to embrace ageing naturally, are seeking ways to maintain youthful-looking skin without undergoing invasive treatments.

The “Botox in a bottle” trend has the potential to positively impact the natural cosmetic market in several ways. As consumers become more interested in using natural skincare products, there may be increased demand for natural oils that have anti-ageing properties. Ingredients such as argan oil, rosehip oil, and jojoba oil are known for their ability to moisturise and nourish the skin, making them some attractive options for inclusion in “Botox in a bottle” formulations. This could lead to a wider range of options for consumers and contribute to the growth of the natural oil ingredients market.

Marula oil for mature skin

Marula oil, extracted from the kernels of the marula fruit has been gaining significant traction in the beauty industry, as its blend of fatty acids and antioxidants has made it a coveted ingredient for skincare formulations, particularly for mature skin.

The high concentration of oleic acid helps to strengthen the skin’s barrier, preventing moisture loss and helping to promote a plump, youthful appearance. Additionally, the oil’s antioxidant properties help to combat free radicals, which can otherwise contribute to premature ageing and wrinkles.

Another reason for the popularity of marula oil is its lightweight texture. Unlike some other oils, marula oil absorbs quickly into the skin without leaving a greasy residue, making it ideal for those with oily or combination skin, who may be hesitant to use heavier moisturisers. It is also non-comedogenic, meaning it is less likely to clog pores and cause breakouts.

As consumers become more aware of the benefits of natural skincare ingredients, marula oil has emerged as a promising option for those seeking effective and gentle products. Its ability to hydrate, nourish, and protect the skin has made it a popular ingredient in a variety of formulations, including face oils, serums, and moisturisers.

Natural Niacinamide

Niacinamide, or vitamin B3, has seen a significant rise in demand, especially within the cosmetic industry. And by 2032, the global niacinamide market is expected to reach $2.05 billion, growing at a compound annual growth rate (CAGR) of 5.2% from its estimated value of $1.23 billion in 2022​ (Future Market Insights).

This increase is driven by its skin-benefiting properties, such as improving the skin barrier, reducing hyperpigmentation, and offering anti-inflammatory effects, which make it a key ingredient in anti-ageing and acne treatments.

With the increasing demand for multi-functional, scientifically backed ingredients, or ‘biohacking’ ingredients, niacinamide’s presence in beauty products continues to grow.

However, as more consumers turn to natural ingredients, brands are exploring other ways to deliver the same skin benefits. For example, Sea Buckthorn Oil, Olive Squalane, Tamanu Oil, Chamomile Oil, and Evening Primrose Oil each offer benefits similar to niacinamide:

Sea Buckthorn Oil supports barrier repair and reduces inflammation with its omega fatty acids and antioxidants.

Squalane moisturises deeply and soothes the skin, strengthening the barrier without clogging pores.

Tamanu Oil promotes healing and reduces redness through its anti-inflammatory properties. Chamomile Oil, rich in bisabolol and chamazulene, calms sensitive or irritated skin.

Evening Primrose Oil, with its gamma-linolenic acid, hydrates and balances inflammation while repairing the moisture barrier.

These natural oils align with the ‘biohacking’ movement, which is increasingly important to eco-conscious consumers and many people are seeking out formulations that rely on sustainably sourced, minimally processed ingredients, which not only benefit their skin but also have a lower environmental footprint. Additionally, natural oils often come with fewer synthetic additives, appealing to consumers who prefer simple, transparent ingredient lists.

By incorporating these oils, your brand can tap into the growing market for natural, ethical skincare while maintaining the efficacy of their products and keeping up with industry trends.

Peppermint oil for hair growth

Due to the increasing use of peppermint oil in the pharmaceutical and personal care industries, according to Future Market Insights, the peppermint oil market is calculated to be valued at $232.4 million in 2024 and is projected to reach $458.4 million by 2034, growing at a CAGR of 7.00% during this period.

Well known for its refreshing aroma and therapeutic properties, peppermint oil has emerged as a popular ingredient in haircare products, with its potential to stimulate hair growth and promote scalp health fuelling this trend in the beauty industry. It also has antibacterial and antifungal properties, making it a natural choice for addressing scalp issues such as dandruff and itchiness.

Consumers are increasingly turning to natural ingredients like peppermint oil as they seek alternatives to synthetic products. The popularity of DIY haircare routines across social media platforms such as TikTok and the rise of natural beauty brands have also contributed to the growing demand for peppermint oil-based haircare products.

As consumers continue to prioritise natural and effective haircare solutions, the demand for peppermint oil-infused products is set to remain strong.