Beauty & Wellbeing Market Report - Flipbook - Page 16
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Better for the
soil and wildlife
The Soil Association has long been
championing the importance of
organic farming and production,
developing organic food standards
over 40 years ago with beauty and
wellbeing standards following
almost 20 years ago. It is a system
that benefits people, animals,
wildlife, society and the natural
world. At a time when attitudes
are shifting toward more planetcentric thinking, organic has never
been more relevant and important.
Organic farms provide homes for
wildlife such as bees, birds, and
butterflies as they are free from
harmful pesticides, synthetic
fertilisers and GM crops farming
with and not against nature. They
are home to 30% more species of
wildlife on average23 and up to 75%
more wild bees which are vital for
pollinating our plants24.
They also help keep our soils
fertile, preventing erosion and
creating a healthy, living soil25.
Organic soils are around 25%
more effective at storing carbon
in the long-term26. Increasing
16 | Beauty & Wellbeing 2021
awareness from consumers about
how their products are made is
fuelling demand for farm to face
beauty. Almost a quarter (24%) of
consumers now expect to find no
controversial chemicals in their
preferred beauty brands, while 23%
expect no chemical pesticides to be
used in growing the ingredients for
their preferred beauty brands27.
The growing consumer concern
surrounding the provenance of
beauty and wellbeing products
has seen a rise in popularity of
beauty brands promoting the farm
to face philosophy. By owning the
whole growing and formulation
process of their beauty and
wellbeing products, brands have
another layer of transparency and
authenticity to offer consumers.
Farm to face beauty brings
back the connection
between the ingredients
and your product. It creates a
real sense of place for brands by
having an authentic story to tell.
In a time when transparency and
honesty have never been more
important, this is a game changer.
– Jennifer Hirsch, Founder, The
Beauty Botanist
Almost
a quarter
of consumers expect to
find no controversial
chemicals in their
preferred beauty brands
Spotlight: Rhug Wild Beauty
Founders Lord and Lady
Newborough have championed
the highest standards of organic
and sustainable farming at the
Rhug Estate for many years
and, with an abundance of
wild plants and herbs growing
naturally on the Estate, the
Wild Beauty collection is
the natural next step in the
diversification of the farm. The
range of certified organic face
and body care products feature
sustainably sourced ingredients
from the Estate, including
homegrown organic oats,
honey, beeswax and water from
the Estate’s spring, as well as 10
foraged ingredients.
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