THE IMPORTANCE OF THE NATURAL COSMETICS MARKET IN THE UNITED STATES

The market value of beauty and personal care products in the US in 2021 exceeded $ 93 billion.

The terms clean beauty and natural beauty can be confusing in non-toxic skincare products. Clean beauty products are free of toxic or potentially harmful ingredients (but can be natural or synthetic), they are also eco-friendly, sustainable, and cruelty-free. Whereas natural or organic beauty products contain "pure" ingredients found in nature.

Consumers are increasingly turning to natural and organic products due to concerns about synthetic chemicals in cosmetics and toiletries. To do this, they are educating themselves, checking the ingredients on the labels and becoming aware of their health and investing in clean products.

Also, approximately 70% of consumers between 18 and 29 years old would prefer to use natural and organic cosmetics. The average American consumer spends $ 190 a year on basic cosmetics, and 57% of women prefer all-natural skincare.

Consumers who buy clean beauty products indicate that they do so because they are aligned with their values (sustainability, transparency and plant-based), being the niche of this market, based on demographic segmentation, Millennials and Gen Zers (Generation Z) They have shown rapid growth.

According to a report by Forbes, statistics from the cosmetic industry in the United States show that 92% of buyers would be more loyal to a brand if it supports environmental or social causes. Today, Americans are aware that their money can have an impact on social and environmental issues in the future.

For their part, retailers are responding to this demand, expanding their ranges of personal care products, natural and organic, where some have dedicated areas for these such as Sephora, Ulta or Target, which have entire sections, in their physical and virtual stores, dedicated to showcasing the best clean and natural beauty skin, hair and makeup products.

In terms of product trends are those developed for micro biome skin care (to treat skin infections and protect skin from environmental damage) and plant-based liquid exfoliants. In addition, greater production is being appreciated by companies developing natural cosmetics, seeking alternatives to synthetic chemical products.

The packaging is also important given that consumers associate clean and natural beauty products with caring for the environment and sustainability and therefore the container must have these characteristics.

Sustainable packaging is those that have been produced, supplied and used in a way that does not contribute to environmental degradation, where the materials to manufacture them have been obtained in a sustainable way and in their manufacturing process the carbon footprint has been reduced. The materials used can be bamboo, glass and metal, compostable / biodegradable cardboard, recycled plastic and silicone; in terms of designs, they must be neat, simple, functional, modern and minimalist.

Peru has a biodiversity of plants, fruits and cereals that makes it one of the main suppliers of ingredients for natural, healthy and organic cosmetics worldwide. On the other hand, the United States has a demand for these products, which is why Peruvian exporters in this industry must be attentive to trends, niches and behavior in that market, developing competitive and quality products.