US Natural Personal Care Market Segmentation and Labels

London Natural & organic personal care product sales are growing at a healthy rate in the US. New research by Ecovia Intelligence (formerly Organic Monitor) finds the market share of natural & organic products is approaching 10 percent. As will be presented at the Sustainable Cosmetics Summit (, two major trends are characterizing the US market: increased segmentation and labels.

Segmentation is occurring whereby natural & organic brands are targeting specific consumer segments. Dedicated ranges for baby care, expectant mothers and men are already established, however new brands are focusing on more targeted segments such as teenage girls and health enthusiasts. One such example is the Good For You Girls brand.

Brands are also developing natural & organic ranges for specific applications. A number of such anti-ageing skincare products are now available. Brands like Tata Harper and REN have introduced anti-pollution skincare products that protect and heal skin from air pollutants. The Canadian company Novia Scotia Fisherman has developed natural skincare products for extreme weather conditions.

Ethical labels are also becoming prominent. The butterfly logo of Non-GMO Project Verified, well-established in the food industry, is making headway on natural & organic personal care products. Almost 500 products are now certified, confirming no genetically modified ingredients are in product formulations. Andalou Naturals, Dr. Bronner’s Magic Soaps, and EO Products are some of the highest adopters of this scheme.

Fairtrade, vegan and gluten-free labels – as well as the traditional natural and organic labels - are also becoming more visible on personal care products. Thus, it is becoming increasingly common to see three or more labels on product packs.

The natural & organic personal care products market is becoming increasingly competitive. Brands are taking a segmented approach and / or investing in labels to differentiate their products in a crowded marketplace. The question is how these trends will sustain themselves as the market evolves.

The upcoming Sustainable Cosmetics Summit will have a dedicated session on natural & organic personal care products, giving a market update and discussing the implications of these developments…

About the Sustainable Cosmetics Summit

Since 2009, the Sustainable Cosmetics Summit has been covering sustainability issues in the cosmetic & personal care industry. The North American edition will be hosted at the Park Central New York on 3-5th May 2017. More information is available from

About Ecovia Intelligence

Ecovia Intelligence (formerly known as Organic Monitor) is a specialist research, consulting & training company that focuses on global ethical product industries. Since 2001, we have been encouraging sustainable development via our services portfolio: market research publications, business & sustainability consulting, technical research, seminars & workshops, and sustainability summits. Visit us at

Further Information

For further information, please contact:

Ms. Janina Wolfert

PR & Marketing Events Coordinator

Ecovia Intelligence

Tel: (44) 20 8567 0788