A breath of fresh air for natural and organic cosmetics

Innovative, independent, international and young are the characteristics of a new aspirational generation of beauty brands.

It’s no secret that independent, innovative young companies with a mission of sustainability are increasingly influencing the beauty sector and setting trends. The indie brands are mainly focused on organic, natural and green.

At the beginning of the year, Tina Müller, CEO of Douglas GmbH, explained: 


“The founder stories of the indie brands are just as individual as the understanding of beauty in our society.” At Douglas, sales of these brands grew three times faster than established brand names in the last seven years.



This general trend in the beauty market also applies to the natural and organic cosmetic sector.

Increasingly, consumers are seeking individualised natural products tailored to their personal needs. They want these products to suit their lifestyle and beauty care rituals but at the same time satisfy ethical requirements and avoid damaging the environment.

“Our world is changing at breakneck speed with huge ramifications,”

said Wolf Lüdge, Managing Director of naturkosmetik verlag, at the Natural Cosmetics Conference in Berlin in the autumn.


“The concept of ‘living consciously and mindfully’ is becoming less of a trend and more of a necessity.” Innovative solutions are not just required in the formulations of natural and organic cosmetic brands but also in their packaging.




For a growing number of conscious consumers, sustainability and avoiding plastic are becoming more and more important.

Striking proof of the need for forward-looking solutions is the sharply increasing number of people using natural and organic cosmetic products for beauty and skin care. According to Elfriede Dambacher from naturkosmetik konzepte, natural and organic cosmetic sales in the German market were up eight percent in the first half of 2019 to EUR 1.26 billion.

The forecast is that both the cosmetic industry and the markets will undergo a deep-seated transformation.

That makes it all the more important to meet to learn about the latest developments and trends…

Waiting for VIVANESS 2020

As an international exhibition, VIVANESS provides annual inspiration and encouragement. From 12 to 15 February 2020, the international market place for natural and organic cosmetics.

Vivaness 2020 Newsroom

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