VIVANESS 2020: a breath of fresh air for natural and organic cosmetics
Innovative, independent, international and young are the characteristics of a new aspirational generation of beauty brands. Two VIVANESS formats offer them the ideal platform. For the 10th time, international natural and organic cosmetic start-ups, newcomers and niche brands will present themselves at the special show Breeze during VIVANESS from 12-15 February 2020. The “Innovation made in Germany” pavilion provides a venue for natural talent from Germany. The more than 35 companies on these two special display areas are sure to bring a breath of fresh air to the new Hall 3C and the entire natural and organic cosmetics sector.
It’s no secret that independent, innovative young companies with a mission are increasingly influencing the beauty sector and setting trends. At the beginning of the year, Tina Müller, CEO of Douglas GmbH, explained: “The founder stories of the indie brands are just as individual as the understanding of beauty in our society.” At Douglas, sales of these brands grew three times faster than established brand names in the last seven years.
This general trend in the beauty market also applies to the natural and organic cosmetic sector. Increasingly, consumers are seeking individualised natural products tailored to their personal needs. They want these products to suit their lifestyle and beauty care rituals but at the same time satisfy ethical requirements and avoid damaging the environment. “Our world is changing at breakneck speed with huge ramifications,” said Wolf Lüdge, Managing Director of naturkosmetik verlag, at the Natural Cosmetics Conference in Berlin in the autumn. “The concept of ‘living consciously and mindfully’ is becoming less of a trend and more of a necessity.” Innovative solutions are not just required in the formulations of natural and organic cosmetic brands but also in their packaging. For a growing number of conscious consumers, sustainability and avoiding plastic are becoming more and more important. Striking proof of the need for forward-looking solutions is the sharply increasing number of people using natural and organic cosmetic products for beauty and skin care. According to Elfriede Dambacher from naturkosmetik konzepte, natural and organic cosmetic sales in the German market were up eight percent in the first half of 2019 to EUR 1.26 billion.
At VIVANESS, for example at the special show Breeze, global trends start to take shape. These include innovations in the areas “beauty from within” and “diversity”, or individualised products for facial, body, beard and hair care. Ethical consumption is making inroads around the world, especially among the younger generation. As a result, sustainable and functional packaging concepts and refill systems are attracting more and more attention.