In this article, our HBC Summit sponsor Formula Botanica discusses how ayurveda, CBD and new and refreshing ideas are shaping natural beauty in 2019.
In recent years the natural beauty industry has not received the interest that it deserves. As the mainstream brands are catching up with the latest trends, ingredients like CBD and coffee are dominating the market. We asked our friends at Formula Botanica to give us the low-down on the latest trends inspiring the high street chains.
Formula Botanica is the world’s leading, award-winning, online, organic cosmetic science school with over 6000 students in 150 countries around the world. They are accredited by the Open & Distance Learning Quality Council – the UK guardian of quality in open and distance learning and a member of the European Association of Distance Learning. This accreditation is a quality mark to demonstrate that when you study with Formula Botanica, you will receive the materials, methods and support you need in order to achieve your educational goals.
Formula Botanica will be joining us at the HB Summit to discuss the ingredients shaking up the beauty industry – check the full line up here.
The UK is currently proving that beauty is up to speed when it comes to health and wellness.
If you look at Planet Organic as an example – for brands to enter into their space they have to have a wellness offering and many beauty brands are now thinking of how they can incorporate wellness into their brand offering. Space NK is another example, as well as Wolf and Badger. You can come in, have a smoothie, relax in a nice space, and peruse beauty, fashion, books, and accessories.
All the brands stocked in these retailers have some sort of wellness offering and story of wellness attached to them and that is incorporated into their brand story.
Newer retailers like Wolf and Badger (in the UK) are designing their spaces around wellness.
Athleisure is another example – we will see Sweaty Betty and Lululemon launch athleisure ranges to tie into what they already offer in terms of wellness.
Wellness is a state of mind – and when you enter into a space that is deliberately creating and curating a wellness offering for their customers – then beauty is naturally going to come into that.
Another great case study is what Gwyneth Paltrow has done with GOOP (whatever you think of GOOP and Gwyneth) she has captured the wellness and beauty nicely – and she has her niche for sure.
If you look at what Content Beauty and Wellbeing are doing with the transformation of their retail space – offering workshops, beauty products and ethical fashion – we will see more and more of these sorts of wellness spaces that connect all aspects of wellness together.
You have to think historically about what the beauty business is about.
When people like Elizabeth Arden and Helena Rubinstein built their beauty empires the driver behind their philosophy was to offer women access to wellness. What we consider as wellness may have changed since those times but beauty is so rooted in wellness it is already there I think.
Ayurveda coming to the mainstream
The history of Ayurveda goes back for thousands of years and encourages you to live well and to be intentional which ties in with the more modern urge toward living a more mindful life and to be conscious of what we are doing and why. Beauty fits nicely into this sort of ethos. Beauty rituals can be incredibly mindful.
If a brand incorporates an aromatherapy element for example that gives you a chance to connect with a smell.
How packaging functions – in terms of sound and feel gives you a chance to connect with sounds and textures and then the product itself – what does it feel like to put on, how you put it on, what it smells like and what it feels like on and how you feel afterward can be an extremely mindful experience.
My favourite products for engaging with mindfulness are mists.
They can shift your entire mindset. The anticipation as you open the bottle, the sound as you pop the lid of it. You know the areas of your face or body that you want the spray to reach so you carefully aim the nozzle, then comes the moment that the spray hits the desired parts of your face or body and the feeling that it gives you is so refreshing and tingly and then you inhale the scent … I could go on forever.
The Beauty Industry and Sustainability:
Beauty (as with most other industries) has a long way to go in terms of true sustainability.
Our industry is impacted by greenwashing from all angles. We tend to focus on packaging – which is great as it needs to be addressed but we need to look at a cradle to grave approach. If your product has no packaging or has bio-degradable packaging that is great but how is it shipped to consumers, what is your water footprint like?
How are the ingredients grown and harvested? What is the human element? How does a consumer use and dispose of your product?
I think there are many brands that are making good headway all these areas, so I am optimistic for sure.
‘Organic’ is still going but its relation to beauty is still tricky
We recommend using organic ingredients as we feel that there are benefits to the environment and they are the best quality but there is a fair amount of greenwashing relating to organics which is not helped in the UK by there being no regulation around using the term on beauty products. Brands that are truly committed to organics will choose certification and it can work to set them apart. Is organic beauty a movement – I am not totally sure at the moment as I feel it is being slightly eclipsed by vegan/cruelty-free.
Still, I feel organics have a lot to offer and I think that there will be more focus on organics again in the coming years. However, who knows what will happen with Brexit – let’s pause and come back to this one.
What needs to change in the beauty community
I feel that the divisions between natural and synthetic is not helpful.
I think both fields have a lot to offer particularly in relation to sustainability and have so many areas that they could work on together co-operatively. I also feel like we need to be working much harder on inclusivity. It is being talked about a lot right now – I would love to see truly inclusive beauty retail spaces.
Formula Botanica is the world’s leading, award-winning, online, organic cosmetic science school with over 6000 students in 150 countries around the world. Formula Botanica is accredited by the Open & Distance Learning Quality Council – the UK guardian of quality in open and distance learning and a member of the European Association of Distance Learning. Formula botanica will be joining us at the HB Summit to discuss the ingredients shaking up the beauty industry – check the full line up here.