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Skincare Industry Trends: 4 Natural Brands Doing It Right (and What to Learn from Them)

If you’re keeping an eye on skincare industry trends, you know that natural is the name of the game. 

The natural skincare industry is worth more than $6 trillion annually, and there’s a reason why. Consumers are savvier than ever about the products they’re putting in and on their bodies—and they are ready to support brands who use are ditching fillers and additives in favor of natural skincare ingredients

If you’re launching a skincare brand, that’s good news for you. With the right ingredients and branding strategies in place, you can jump on board the growing natural skincare industry trend and find lifelong, loyal customers. 

But what are the right strategies? How do you start your natural skincare line off on the right foot? To answer that question, let’s take a look at four natural skincare brands who are doing it right. 

Mission-Driven Branding: Beautycounter

Who they are

Beautycounter is a direct-to-consumer natural cosmetics line that offers a wide range of skincare products, including serums, moisturizers, cleansers, and eye and lip treatments. 

What they do right

The brand is mission-driven. They are committed to transparency in their ingredients, promising to restrict a wide range of fillers and chemicals from their products. 

Along with their commitment to natural skincare ingredients, they also publish a yearly social mission report about their impact on the environment. The CEO is outspoken in favor of stricter safety regulations in the industry as well. 

What we can learn

Mission-based businesses matter to people. Gen Z and millennials value companies that are committed to making positive change in the world. 

You should always be genuine and honest about your mission and what you bring to the industry (customers can sense inauthenticity from a mile away). But if you are passionate about making a difference in the world—share that! You’ll build relationships and loyalty with your audience, and set yourself apart from other brands at the same time. 

Skincare industry trends including natural ingredients for moisturizer.

A Brand Story for the Ages: Weleda

Who they are

Weleda is a natural skincare and holistic wellness line with a 100-year history, dating back to Sweden in the 1920s. They sell facial and body products, as well as a line of moisturizers and shampoos designed for babies. 

What they do right

Weleda’s brand story is well-established. They lean on their 100 year history as a brand studying plants and skincare. This is a major differentiator for the brand—the natural skincare industry trend is relatively new, and most other brands have been established in the last decade. 

Their branding elements tie into that brand story—from the tagline, “Clean Beauty You Can Trust” to an enticing branded video highlighting the history. 

Most importantly, Weleda knows their audience and understands their pain points. They make it super simple to find skincare solutions that are right for you. 

On the website, you can shop by skin concern (including anti-aging, sensitive skin, dry skin, and wrinkles), product type, or even by ingredient. This personalization element is one of the most valuable skincare industry trends. It makes it easy to navigate and tells the audience that Weleda can solve their problems. 

What we can learn

Brand stories are valuable. You don’t have to have a 100-year history like Weleda to craft a compelling story and weave it into your branding. You just have to be forthcoming, honest, and relate to your audience on an emotional level. 

It’s also important to remember that products sell because people need solutions to their problems. If you can connect with the right audience and convince them that you have the answer to their concerns, your brand can thrive. 

A Natural Skincare Industry Trends Pro: True Botanicals

Who they are

True Botanicals is a popular natural skincare brand with celebrity backing, television appearances, and press attention. They sell serums, masks, oils, cleansers, and body and hair care products. 

What they do right

True Botanicals portrays themselves as selling products that are “pure, potent, and proven to work.” They focus on educating their customers about their ingredients and their clinically proven results. 

The brand also uses celebrity appeal very successfully. Their website walks you through the skincare ingredients of popular Hollywood stars, including Olivia Wilde, Laura Dern, and Brooke Shields. 

True Botanicals has crafted a premium brand. The website is flawless, the product packaging looks and feels high-end—sold in amber glass bottles. This lends to their credibility and makes customers believe they are getting their money’s worth. 

Like Weleda, True Botanicals makes it easy to shop by skin concern and product. They even have a skincare quiz on the website that gives you personalized suggestions for skincare products based on your needs. 

What we can learn

Branding is everything. True Botanicals sells quality products, but what people are actually buying is the brand itself—the skin of flawless celebrities, the personal touch of curated skincare suggestions, the premium packaging design. 

If you want your brand to stand out, you need to invest in quality branding that ties together to create a powerful, cohesive brand image—one that sets you apart. Build a website that showcases your brand and convinces customers to buy. 

The personalization element is an important trend to consider embracing. People want curated, tailored skincare. They don’t want to have to shop and try a dozen products before they find the right one for them. Find ways to make your consumers feel heard and seen and show them that you can provide personalized, individual solutions for them. 

Skincare industry trends that influence the female consumer; woman applying moisturizer to face.

Riches in the Niches: Pai

Who they are

Pai is a certified organic brand created specifically with sensitive skin in mind. Their products use rosehip botanicals, hyaluronic acid, pomegranate extract, and other powerful natural skincare ingredients.

What they do right

First and foremost, Pai has established a clear, profitable niche—sensitive skin. Other people might enjoy their products, but they are filling a hole in the marketplace for a specific audience. 

Another unique element of Pai is that they don’t just sell the products—they formulate them in their own labs. They highlight this in their branding, pointing out that they have control over everything that goes into their products. This makes them feel trustworthy and well-established. 

They also provide a lot of education about their products and ingredients. They have a detailed product information guide that shows prospective consumers everything they need to know about the products—including the purpose, whether or not they are fragrance-free, and allergen information. 

Pai even offers free skincare consultations with their coaches to walk customers through options suitable for their skin type and needs. 

What we can learn

Narrowing your niche doesn’t limit your options. When you decide who you serve, and position every element of your branding around them, you can cut through the noise and reach your customers. 

Educating your customers is a great way to build trust and relationships with them. Pai offers both transparency and personal guidance—both of which make the brand a trusted go-to for those with sensitive skin. Find a way to offer tutorials, education, or advice to your audience. 

How to Keep Up With the Natural Skincare Industry Trends

There’s a lot we can learn from these brands. Skincare is shifting toward a more personal approach. People want natural ingredients that work, but they also want specialized products created for their skin types. They also want to see the ingredients that are going on their bodies and understand why and how those ingredients will work for them. 

Finally, never neglect your branding. The natural skincare industry is growing. But that means there’s competition. If you want to launch a successful brand, you’ll need to design a compelling brand, including a strong story and mission, website design, and product packaging that makes your brand craveworthy. 

Are you looking for an innovative beauty packaging design company to help you with your new product? We’d love to help you! Contact us today. 

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