Beauty Store Business

AUG 2018

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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Editor's Note 6 August 2018 | beautystorebusiness.com Kim Henderson, Executive Editor khenderson@creativeage.com Retailers and manufacturers alike need to pay greater attention to ingredients–and move towards both natural and safer ones to serve the preferences of today's beauty consumer. Naturally Bound hen Cosmetic Executive Women (CEW) presents talks on both coasts titled "The Move Towards Naturals," it's a clear indication that the demand for natural ingredients has become bigger than a trend. What began as a small cry from a select set of consumers has become a loud roar from the masses. Grand View Research predicts the global organic personal care market will reach $25.1 billion by 2025, averaging a 9.5 percent compound annual growth rate since 2014. That growth cannot be ignored. Retailers and manufac- turers alike need to pay greater attention to ingredients–and move towards both natural and safer ones to serve the preferences of today's beauty consumer. Having attended the recent CEW event in Los Angeles mentioned above, I was able to chat with one of the evening's presenters, Conor Begley of Tribe Dynamics, to learn how the demand for naturals is playing out with influencers on social media. Begley said that for 40 percent of the surveyed influenc- ers, values matter. He explained that this means that they care about transparency of ingredients and integrity with the values a brand espouses. However, he pointed out that influencers are not as concerned about the purity of a "tree root from Bolivia" as they are about safety. For many of them, they just want to know a product is safe. Karen Behnke, founder of Juice Beauty and another guest speaker at the CEW event, had a much more rigorous take on natural products. With Juice Beauty, she set out to create a skincare and cosmetic line made of natural ingredients that performed as good or better than their chemical-based counterparts. For her, the word "natural" was problematic, as there is no way to certify or clearly define what it means. So, Juice Beauty is made up of certified organic ingredients, which means 70 percent or more of each product's ingredients are certified organic. "Organic" is certifiable, whereas "natural" is not. The purity and efficacy of Juice Beauty's product line caught Gwyneth Paltrow's eye and a highly successful partnership has ensued. But let's not bury the lede! With all this focus on naturals, it's only fitting that we are featuring Annie Jackson, the cofounder and chief operating officer of Credo Beauty, on our cover this month. With eight retail stores and counting, as well as a strong online presence, Credo Beauty is defining and, in many ways, pioneering what's called the "clean beauty" movement. The beauty retailer only carries vetted natural brands that meet strict standards. Its entire brand as a retailer is founded on natural products. Be sure to catch this important story (p. 48). Also on the natural front, we have a guide to 40 natural products covering every category (p. 56), a feature on vegan beauty (p. 26) and a piece on cleaner ingredients in multicultural products (p. 72). Last, be sure to catch "Retail Rescue" for ideas on how to enhance the customer experience in your store (p. 20)! ■

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