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A solid future for natural cosmetics

Sustainability has become a philosophy of life and a key factor in consumer behavior, which is why they seek that their actions are not harmful to the environment.

In recent years, new proposals have emerged from brands specialized in solid cosmetic products that also seek to make their products transparent through organic, natural or vegan certifications. For their part, some traditional brands have undergone changes and have even adopted this trend.

The cosmetic market has focused on the experiences that the consumer can have with the products and their success is due to the achievement of the ideal texture. While a cream or serum offers a familiar sensoriality to consumers, the use of a cosmetic product in solid form sometimes implies a learning process on how to use the product and how to obtain all its benefits.

The formulation of a solid product requires further research in terms of textures, active ingredients or components suitable for this format, and in-depth knowledge of the market to which it will be directed. This also includes the fact that they are more compact and therefore easier to store and transport.

However, it must be taken into account that the presence of water in a cosmetic product requires the addition of preservatives to it, since bacteria and microbes grow more easily in an aqueous medium. Therefore, solid cosmetics generally contain fewer preservatives or chemicals and are perceived by consumers as natural, healthy and environmentally friendly.

On the other hand, these types of formulations remind us that water is one of the most important resources on planet earth, as well as for the development of cosmetic products and raw materials in general. In a standard bottle of shampoo, water represents between 80% and 90% of the finished product, unlike a solid shampoo, in which the amount of water can range between 35% and 45%.

This format also makes it possible to easily dispense with the use of plastic containers that are generally used for traditional cosmetics, in addition to savings in packaging, packaging and transport, which translate into an investment in better ingredients, high durability and excellent value for consumers, with cost savings as a result.

However, this trend is not only limited to shampoo, but has also come to take skin care products such as deodorants, solid moisturizer, scrubs, toothpaste, among others, since the new demand is growing due to the idea that solid cosmetics are an incentive to reduce the consumption of plastic, since they are usually presented without packaging or with one made from paper or recyclable materials. This type of product, being a concentrate of raw materials, its volume is greatly reduced, limiting the carbon footprint linked to storage, packaging and transport.

Solid cosmetics is ultimately much more than a simple trend. The evolution towards solidity has a much broader scope that encompasses not only personal care, but also environmental awareness and protection of the planet. In this regard, it is important to highlight that 86% of Generation Z and 80% of Millennials consider sustainability as a significant purchase factor.

Finally, it is estimated that global sales of waterless cosmetics will grow at a rate of 13.3% between 2021 and 2031, as well as the market for organic and natural beauty products will reach 54,000 million dollars in the year. 2027.

Resources: https://fashiondiscounts.uk/beauty-industry-statistics/