The organic beauty market is booming. It’s expected to reach revenues of $22 billion by 2024 as consumers become increasingly conscious of harsh ingredients. The growth is showing itself across the board, from hair care to cosmetics. Brand titans like Estee Lauder are paying attention, and it’s revolutionized the way people think about their skin.

Risky Synthetics in Skin Care Products

Parabens have been used in beauty products since the 1950s to prevent microbial growth. The FDA has set safe limits for their use, but their cumulative effects can disrupt hormone function and even increase the risk of breast cancer. Consumers are catching on, and organic products are often seen as a one-stop solution. They’re not always the right solution, though, because “organic” doesn’t always mean “paraben-free”. Cosmetics users are learning to question their products’ labels, even those that claim to be natural. Brands who remain transparent and ethical will win a slice of that massive market share.

Natural cosmetics suppliers are winning two or three times the sales of their rivals, and within two years, Kline and Company expects the synthetic segment to decline in response. There is only one direction to take: your buyers have chosen their needs, and they don’t include risky phthalates and disrupted health.

Natural Does Not Mean Safe – And Chemicals Do Not Mean Unsafe

Yesterday’s consumer couldn’t tell an emollient from a toluene. Today’s buyer has a list of ingredients to avoid and knows their precise risks. Hiding ingredients in your small print isn’t going to fool many buyers. Social media influencers and bloggers are raising too much awareness for that.

On the other hand, chemical paranoia is caused by buyer ignorance, but you needn’t pander to it entirely. Maintaining safety profiles for your products, regardless of their source, should serve buyers who are savvy enough to know that even botanicals are made of chemicals.