The market trend makes it quite clear: cosmetic consumers are informed consumers and prefer natural cosmetics. As awareness of sustainability increases, so will the consumption of natural cosmetics. Therefore, it is expected that in the coming years most brands will adapt their products to this trend. But the average profile of cosmetic consumers not only wants to know about the ingredients & the effects of these on our skin or hair, but they also care more and more about the processes, thus the reduction of plastic or the “cruelty free” is increasingly present in most brands.

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