Natural beauty

A rising demand for naturally based beauty products has seen stores such as Whole Foods Market and Holland & Barrett expanding their beauty offers, but this is the first time a stand-alone beauty store has embraced all-natural products. 

‘You may want your tomatoes farm-to-table, but I don’t think you should get your eyeshadow or mascara farm-to-table,’ Credo founder Shashi Batra tells The New York Times. ‘It should be in a place where you can test it and feel good about it. It shouldn’t be in bottles that look like dog shampoo. It shouldn’t smell like tree sap. It has to deliver on all those levels.’

The retailer also recommends clean beauty swaps, enabling customers to substitute the products they normally wear with natural products stocked in-store.

The Big Idea: Consumers are increasingly aware of the health benefits of natural ingredients in beauty products, and are demanding transparency from beauty brands about what they put in their products. For more, buy a copy of our Beauty Futures 2015 report.