Products from makeup to nail polish to perfume and even tampons are being pitched to consumers as natural.

Natural is back—from ingredients to messaging, brands are creating new products that draw on nature and natural processes to connect with anxious consumers. The Innovation Group, the trend forecasting unit of J. Walter Thompson Intelligence, explores the cultural drivers and manifestations of this shift in its latest trend report, with a special focus on trends in the beauty sector.

Click here to purchase the full 79-page trend report, and see here for the executive summary:

“Natural trends that once would have remained confined to the specialty food sector are now rapidly scaling up to the mass market and are having an immediate impact on beauty, apparel and even architecture,” says Lucie Greene, Worldwide Director of the Innovation Group. “What began as a philosophy in food is now infiltrating virtually every lifestyle category. Natural products are no longer seen as niche alternatives, but are aspirational, and consumers are willing to pay accordingly.”

The 79-page report includes:

–A 28-page beauty deep dive exploring New Natural’s impact on the beauty industry edited by consulting industry veteran and beauty journalist Anna-Marie Solowij

–A survey of 1,000 US and UK consumers from SONAR™, J. Walter Thompson’s proprietary research unit

–10 pages of infographics revealing new consumer attitudes toward natural products and messaging

–20 key trends in food and drink, beauty, personal care, apparel and more.

Click here to purchase the full report.

Group Shot2_NEW
The Beauty Chef
FullSizeRender 3_NEW
LOLI by Tina Hedges
Liha by Liha Okunniwa and Abi Oyepitan