The first rule of the beauty industry is that trends come and go, but certain basic principles that undergird the industry. Whether these may be en vogue or not, they are a staple of brands and consumers, simply because they have a visible, enduring image and consumer trust. Natural products and ingredients are one of these evergreen standards in beauty, a favourite with consumers and brands alike.
Why natural products?
Reasons are aplenty, but they all boil down to just one: ‘Trust’. No matter the novel, trending ingredients in the market, consumers are still more comfortable with natural products for their skin, nails, or hair. Those with skin sensitivities are even more cautious, as one wrong ingredient can ruin the hard work put into maintaining the skin.
Moreover, the affinity to natural products is all the more relevant in India as the country is home to some of the world’s oldest natural beauty secrets and traditions. Passed down through generations for centuries in the Ayurvedic tradition, Indian beauty secrets are renowned.. Today, y beauty brands combine trusted natural solutions with strong scientific research to formulate contemporary products made entirely from natural ingredients, to provide holistic solutions for their customers.
Wondering which products are killing it at the natural beauty game? Here are some of our top picks!
1.Rica Beauty
Rica’s Brazilian waxes have taken the salon space by storm since they arrived in the Indian market, but it is perhaps less well known that Rica is made of 98% natural ingredients. Their newest black brazilian wax uses vegetable charcoal and biological hemp oil, purifying and detoxifying the skin without irritating sensitive skin. Ingredients such as beeswax also add to a smooth, painless waxing experience. This Italian brand’s commitment to natural ingredients has hence made it a safe and popular choice for salons across India.
2.Aveda
Aveda is a leading holistic beauty brand committed to sustainable practices. Founded in 1978, they offer plant-powered hair, skin, and body care products. Aveda emphasizes high-performance formulas with naturally derived ingredients and innovative BioTech Naturals. Their commitment to ethical practices includes being cruelty-free, vegan, and free from harmful chemicals. Aveda products are infused with unique plant and flower essences, creating a luxurious and sensorial experience. They strive to minimize environmental impact through eco-conscious packaging and a focus on waste reduction.
3.milk_shake
What is more packed with natural goodness than a good milkshake? Haircare brand milk_shake i combines the goodness of fruit, milk, and other natural ingredients to create a unique product. Their packaging, too, boasts an earth-centric approach, made of 50% recycled plastic and printed on non-laminated FSC-certified paper. milk_shake’s argan oil line, in particular, takes advantage of the nourishing, repairing, anti-aging, and protective qualities of organic argan to replenish and hydrate the hair. Each milk_shake product capitalises on a natural ingredient, leveraging its properties to bring hair back to life.
4.Forest Essentials
For makeup that uses ancient Ayurvedic principles, look no further than Forest Essentials. They feature an extensive lineup of beauty, haircare, and skincare products, with natural Ayurvedic ingredients as the star of the show. Hair products heavily feature bhringraj and shikakai, while body products come in a range of essential oils and ingredients such as oudh, rose, saffron, and lime. All products are made in India and certified cruelty free. Their website also recommends products based on your Ayurvedic body type – Vata, Pitta, and Kapha – allowing users to customize their products to their liking.
The enduring appeal of natural beauty products is rooted in trust, safety, and a deep connection to tradition. Brands that incorporate the wisdom of ancient practices, while embracing modern scientific advancements, are winning the loyalty of consumers worldwide.
As the beauty industry evolves and awareness of ingredients and their origins grows, the shift towards authenticity and transparency is clear.
