Arthi Raguram, Founder, Deyga Organics

Arthi Raguram, the founder of Deyga, is a new-age entrepreneur whose passion for creating nature-inspired, self-care products have been a driving force of the brand. Her skincare journey began very early as she was an athletic student who was always out the sun. Natural ingredients helped her skin stay protected and healthy. Growing up with sensitive skin, Arthi decided to steer clear away from products loaded with harsh chemicals. She maintains this resolve with every Deyga creation as well. Arthi made sure every ingredient was handpicked and every product was responsibly crafted. Deyga has now made waves and broke barriers as a community of Eco-conscious customers.

 

The organic skincare industry is having a moment right now, and the megatrend is just getting started. As consumers are becoming hyperaware of the ingredients used in their products, beauty industry players are increasingly repositioning their focus to ‘natural’ across all their product segments. Organic skincare products are beauty products composed of certified natural ingredients, with therapeutic benefits and no side effects. Cosmetic products applied to the skin or hair have a direct impact on holistic wellness, which has sparked the consumer’s interest in organic skincare items. The organic skincare market has become highly competitive as new and existing players are focusing on innovations to be ahead of consumer wants and needs. Besides, the increased emphasis on greener packaging and sustainability are influencing the purchasing habits of consumers, which is driving the growth of beauty brands that are focusing to reduce environmental impact in terms of manufacturing, packaging, distribution, and recycling of their products.

Here are the key factors boosting the demand for organic skincare products across the globe.

Enhanced consumer awareness towards toxic ingredients

The beauty industry is notoriously popular for using chemicals in the products, which are detrimental to the skin and overall well-being. Toxic ingredients and contaminants such as carcinogens, formaldehyde, unnatural preservatives, emulsifiers, thickeners, color pigments, or artificial fragrances can be found prevalent in many beauty products available in the market. However, increased awareness of the harmful nature of these ingredients has led consumers to check for ingredients before making a purchase. They are switching to products that contain more natural or organic ingredients since they do not cause harm to the skin or body. New age consumers, especially Gen-Z are increasingly replacing chemical-laden products with those that contain more natural ingredients that impart medicinal benefits. Beauty influencers on social media surged the popularity of organic skincare products as they discussed the benefits of natural ingredients and explained the side effects of chemicals used in beauty products. Now, every beauty brand, be it new or existing, is marketing its products on the basis of ingredients to cater to the new-age consumers.

Rise of traditional beauty 

As consumers strive to use skincare products with natural and fresh ingredients, the concept of Ayurveda and traditional Chinese medicines are gaining prominence across the globe. People are realizing the benefits of herbs, flowers, plants, seeds, oils, roots, etc. that had been used in traditional beauty practices since ancient times. Beauty brands are witnessing a great demand for ayurvedic products as a part of a larger shift towards cleaner, organic, and natural beauty. Premium beauty brands and celebrity influencers are turning home remedies into big business. The growing investment from international players into the India Ayurvedic segment will help local brands increase their retail footprint, which will further aid the growth of the organic skin care products market.

Widening distribution network of organic products

The expanding distribution network of organic skincare products has led to their easier availability in supermarkets, malls, drug stores for consumers looking for natural alternatives. Besides, the emergence of various online platforms is helping boost the demand for organic skincare products. Consumers have a wide variety of options to choose from and they can easily compare prices and ingredients of the products and make a purchase anywhere and anytime on the online platform. Marketers are easily able to target their target audience through running advertisements on social media and boosting sales. The growing availability of organic products has led to increased competitiveness, which is contributing to high-quality products at affordable prices. Thus, enhanced accessibility and affordability are aiding the growth of the organic skincare market worldwide.

Rise in personal disposable incomes 

Improving economic conditions in the emerging markets and the rise in personal disposable incomes of the population have led to an increased demand for personal care and beauty products. Both men and women want to look groomed and presentable and thus are increasingly investing in high-quality natural beauty care products. The young population is investing a greater amount of time on social media, which is influencing them to improve their physical appearance. This has led to the greater adoption of organic skincare products as people want to look selfie-ready with less or no makeup. The trend of glass skin started by celebrity and beauty influencers have led people to stress more on maintaining their skin health with the use of clean beauty products, which in turn, accelerated the adoption of organic skincare products.

Beauty Brands get personal

Skincare personalization is becoming a big thing. Consumers are purchasing from brands that customize skincare items as per their requirements to avoid the hassle of DY-ing at home. Every individual has different requirements for skin and hair so they are opting for products that address their concerns and provide desirable results. Many organic beauty brands have emerged in the market which provides customers the options to choose their formulations with the help of augmented reality/smart mirrors. Although the market for personalized skincare is still is in the nascent stages, growing consumer knowledge of skin microbiome and functioning would boost the adoption of customized skincare in the coming years.

The growing trend of veganism 

As people are becoming conscious about the environment, they are embracing animal-friendly lifestyles like veganism to minimize their carbon footprint. However, the veganism trend is not just limited to food anymore. Vegans are looking for skincare products that contain only plant-based ingredients and are free from animal ingredients or any of their by-products. Vegan products are not tested on animals and are legally certified by PETA. Since most of the vegan products are plant-derived, they are far gentle on the skin compared to conventional face washes, gels, scrubs, etc.

Favorable government policies and guidelines regarding the use of natural ingredients as well as the emergence of several independently owned and operated brands (indie brands) are accelerating the growth of the organic skin care product market globally. Additionally, market players are introducing products with innovative formulations with clinically proven results to capture the rising penetration of eco-and health-conscious populations, which is expected to boost the global organic market.

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