There is an increasing general interest in health and wellness and growing skepticism towards technological intervention in nature. Therefore, there is a move towards products that contain natural ingredients. Growing consumer health awareness is a global phenomenon. The concept of wellness and attitude of more proactive than simply health has become increasingly pervasive, penetrating into almost every aspect of life, from drink and food to cosmetics and toiletries.

The generalized nature of wellness trend is evident from the alignment of beauty lines with non-beauty products which is positioning health products such as vitamins in close proximity to cosmetics. We also notice that more manufacturers have moved into supplying complete wellness systems which is expanding beyond cosmetics and toiletries to “beauty” products that enhance health from the inside. There is also a notable emergence of organic cosmetics and toiletries products.

Natural personal care products have moved from a niche positioning to one of the main-stream. Products based on natural ingredients will spur growth and continue to gain market share. As marketers and consumers discover the benefit of ingredients obtained from plants, or materials derived from the sea, cosmetic scientists will seek to formulate with raw materials of natural origin.