Health-conscious consumers continue to seek “natural” beauty products, but the unique selling point of this claim is beginning to fade, making way for “wild harvested” ingredients to take centre stage in the beauty industry.

Natural style goes wild

Today’s consumers seek beauty solutions that are both effective and contain “natural” formulations as these exude the perception of high quality. In fact, over a third (38%) of global consumers believe that the “natural/chemical-free” claim in personal care products implies high quality, according to GlobalData’s Q3 2018 primary consumer research.

However, since the “natural” claim has become established in the industry, certain brands are leveraging the “wild” claim to effectively differentiate from competitors in an oversaturated market while still aligning with natural values and principles.

In comparison with farmed plants, wild plants refer to those that are nurtured by nature and harvested from open spaces. Kendra Butler, founder of wild-crafted skincare brand Alpyn Beauty, told Fashionista that since nobody is nurturing them, “these plants develop this resilience” against natural elements.

It is this resilience that can enhance the efficacy perceptions of beauty formulations to consumers while creating a valuable point of differentiation within the natural beauty space. Leveraging wild ingredients can even exude the image of exclusivity, as certain products containing wild ingredients are often only available when they are in season.

Ultimately, it is crucial that brands leveraging the “natural” claim do not rely solely on this credential to shift products in future. Instead, specific unique ingredients or production methods which fall within the “natural” space will need to be leveraged to engage with consumers.