Move over K-Beauty! There’s a new healthier trend taking over the beauty industry; Truly natural skincare. A step away from the synthetic and lab-created solutions of traditional beauty, natural skincare is focused on using real ingredients straight from Mother Nature to treat and nourish the skin. From influencers to beauty experts to the everyday skincare lover, this turn towards natural beauty is evident.
Aussie organic and multi-award winning brand Eco Tan and Eco By Sonya have witnessed the growth of truly natural beauty firsthand.
Last weekend, the Gold Coast-based brand’s annual Birthday Sale pulled in tens of thousands of orders worldwide, with one order being placed every 10 seconds over the 3-day event.
Eco Tan and Eco By Sonya Founder, Sonya Driver, says the switch to a more natural solution was inevitable.
“We lather so many chemicals onto our bodies daily without thinking. It becomes second nature – most don’t even glance at the ingredients!” says Sonya.
“The truth is that Mother Nature always offers a natural counterpart.”
Eco Tan and Eco By Sonya’s exponential growth is testament to the rising switch to more natural counterparts. Within the last two years alone, the Australian organic beauty and tanning company has seen growth of over 2000%.
With the rise of natural beauty, greenwashing has become a major issue within the industry. Many natural skincare brands’ claims of organic beauty prove to be inaccurate or misleading.
Sonya says that there’s a growing awareness about the toxicity of some traditional chemicals still used within the beauty industry.
“The most important thing is the ingredients,” says Sonya. “READ the ingredients! Look past the fancy packaging and marketing. The truth is always visible.”
With social media stars such as Georgie Stevenson and Tara Pavlovic getting behind natural beauty products, the shift towards more truly natural skincare options has only just begun.
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