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As the 2010s draw to a close and we stand at the beginning of the 2020s, our CEO Lorraine Dallmeier reviews a fantastic decade for green, natural and indie beauty.
Lorraine started in natural beauty back in 2010 when she started designing her BeautyCraft DIY app for iOS, so looks back on the last ten years and the big changes she’s witnessed.
This decade in natural formulation has seen a number of big trends and shifts and, in this video, Lorraine summarises the 5 biggest changes that she’s seen in the last ten years.
1. Natural has gone mainstream
Consumer awareness has grown so much that everyone is talking about the need for skincare, haircare and makeup to be natural – even the big players are now creating natural formulations and even seeking out organic certification. Naturals are now mainstream and are here to stay in the 2020s and beyond.
2. Increase in natural and naturally derived ingredients
It wasn’t always easy to make natural formulations in the last decade with many natural functional ingredients not available, but we’ve seen a huge increase in the number of naturally derived emulsifiers, surfactants, solubilisers, preservatives and chelators. These functional ingredients now allow formulators to create lotions, conditioners and cleansers that can call themselves natural.
3. Natural formulations have improved
With new ingredients comes the opportunity to create better formulations – and this is exactly what we’ve seen. Many of the natural formulations that were available in 2010 are completely different to those that will be available in 2020. As a result of more ingredients becoming available, it’s now possible to make high performance natural serums, beautifully foaming natural shampoos and amazing natural lotions.
4. Increase in pseudo-science
The rise of social media has allowed a lot of incorrect information to spread about cosmetics. It’s time that information about cosmetics was evidence-based, rather than based on pseudo-science and Formula Botanica will continue to work hard in the 2020s to change hearts and minds around science in beauty. Lorraine has however seen a slight fall in the use of pseudo-science in the last year, so it looks like this phenomenon may be on the decrease for the 2020s.
5. The rise of the indie beauty brand
A wonderful side effect of naturals going mainstream and ingredients becoming easier to obtain has been the rise of the indie beauty brand. The Formula Botanica community is filled with hundreds, if not thousands, of brand owners across the world – anyone can start their own beauty brand nowadays, which will very much continue in 2020s.
Lorraine anticipates a big change in the way the cosmetics sector tackles sustainability and predicts the rise of carbon neutral beauty and biodiversity-friendly beauty to try and stem the wide-ranging impacts of the global beauty industry. Lorraine also hopes to see the natural vs synthetic debate shift to see both sides of the industry working together to tackle the environmental and social impacts of the beauty sector.
As conscious consumerism continues to take hold, sustainability will become more than just a word used to describe a reduction in beauty packaging – instead, Lorraine predicts that sustainability will sit at the heart of ingredients sourcing, shipping, manufacturing, packaging, usage and disposal: taking an increased lifecycle approach to cosmetics.
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