2019 has begun and it’s time to take stock of what happened last year. As for the sector of products of natural derivation, with a percentage close to 10% of the wider cosmetic market, it has reached 1.050 million Euros, showing a growing trend.

Nevertheless, it is important to say beforehand that to date there are no definition rules for natural cosmetics, i.e. products featuring green properties in composition, packaging and processes. As reference rules, we have only the ones of EU Regulation 1223/2009, also including this kind of products.

The market of cosmetics with natural features shows positive signs, whereas the market of classical green distribution (herbal preparations) is slowing down (+0,2% in comparison with 2017) due to the poor adjustment to the market development.

Who is the real consumer of these cosmetics, allowing the market to grow like this? Our “identikit” mainly refers to the profile of a woman between 25 and 50 years, a middle-high level of education, living in a big town. Obviously, this is only a “typical target”, however this sector is reaching a wider and wider catchment area of consumers who are sensitive to issues such as “natural” and “sustainability“.

Not only the consumer and his vision have changed, but also distribution. The traditional reference channel for natural cosmetics are herbal shops, but nowadays we are facing a developing scenario, a new attitude and habit in consumption and purchase, living way to new kinds of distribution. In particular, more advanced forms of distribution are arising, whereby the traditional herbal shops are no longer the only reference, but there are mono-brand shops as well as traditional channels, rounding their offer off with natural products, too.

In conclusion, is the green trend in Italy increasing more and more? We may say it is. Italy is changing its vision, is more attentive to sustainability and to the increased use of natural products with less artificial processes. Green cosmetics innovation is as a matter of fact Made in Italy!