According to Mintel's beauty and personal care launch monitor, "over one in seven (16%) global beauty product launches this year has either been organic, ethical or all natural." Last year, the category reached just 11% of new products. The US market boasted 30% market share for organic-ethical-natural product launches for 2008, up from 23% the previous year.
Head consultant Nica Lewis noted, "Beauty companies increasingly take a more honest approach to personal care. As people tire of insincere celebrity culture, we see more manufacturers using pure, natural elements in their products."