The natural and clean beauty market bounced back from 2020, increasing by a robust 10% in 2021. This is due to consumers shopping in stores for the full year, compared to 2020, which experienced temporary closures and restrictions placed on brick-and-mortar shopping. Notable brands such as Lush and The Body Shop, despite not returning to pre-pandemic 2019 sales levels, recorded strong gains in 2021 as consumers returned to stores for an experiential beauty trip. As the market normalizes, growth is expected to soften in the natural and clean beauty market. Oral care was the only product class to record a decline in 2021 as brands pursued other areas of interest, such as deodorants and antiperspirants. Makeup and fragrances picked up strongly in 2021.

One of the more unique trends in 2021 was the rise of sustainability-focused products, particularly evident in hair care. Brands and retailers alike will continue to make efforts to expand messaging on climate commitments, sustainable sourcing, responsible packaging, and environmental giving.

Clean beauty claims continue to accelerate, with many conventional brands seeking to adopt the language. However, without government regulations or marketing restrictions, greenwashing will persist, allowing brands with less clean or fewer natural formulas to continue impacting the market.

For a glimpse of the latest dynamics and opportunities in the natural and clean beauty market, download Kline’s highlights report featuring select excerpts from our Natural and Clean Beauty Global Series report.