Clean beauty trend boosts natural beauty brand

Natural beauty products boss, Joy Parkinson, says that the continued rise of veganism and the ‘clean beauty’ trend has led to her company’s best year to date and expects sales to exceed the £5m mark in 2019.

The announcement comes as the nation, once again, celebrates ‘Veganuary’ and more and more people turn to a healthier, more ethical lifestyle.

According to research by Opinion Matters, conducted for The Vegan Society, more than half of Britons adopt vegan buying behaviours, such as buying vegan products, and checking if their toiletries are cruelty-free.

A Market Research Future report predicts a 6% growth in cruelty-free cosmetics in the years between 2017 and 2023.

Radcliffe-based Faith in Nature was founded on eco-conscious principles and went totally vegan in 2017 following the delisting of a few products containing propolis, a substance produced by bees.

Joy Parkinson, the company’s chief executive, says they have never looked back and are finding their products more in-demand from mainstream retailers who are looking to keep up with consumer demand for natural and vegan products.

She cites Sainsbury’s and its eight trial stores where the beauty aisles feature a selection of ‘disruptor brands’, including Faith in Nature, which are natural and vegan friendly.

Ms Parkinson says: “We are sitting in a perfect space and are well positioned to be able to capitalise on the growing demand for clean beauty.

“Recognising this, we undertook a brand and packaging review last year in order to reaffirm our strong natural credentials and the result is much clearer messaging – consumers can easily see what we stand for as a brand.”

Today, the company’s range of vegan-friendly, cruelty-free products include deliciously fragranced shampoos and conditioners as well as deodorants, bodywashes, handwashes and soaps.

Favourites in the independent health food sector, where they are the number one haircare brand, Faith in Nature’s products are also available in Boots, Holland & Barrett, Booths and online from Ocado and Amazon.

Faith in Nature products are exported to 48 countries across Europe and beyond, reaching as far as Ghana and Senegal. Exports currently account for 21% of the company’s turnover.

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