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Brief Published: 27 Mar 2019

Green Personal Care from Natural Products Expo West 2019

Mother Dirt

All-natural beauty has infiltrated the mainstream, and clean personal-care products are following behind. At the 2019 Natural Products Expo West in Anaheim, California this month, new products showcased alternative cleansers and even encouraged consumers to stay dirty.

  • Natural Grit: Since we first covered Massachusetts’ Mother Dirt in our 2016 report Bacteria Beauty, the quest for a healthy skin microbiome has gone mainstream. The brand’s signature product is a probiotic body mist, intended to replenish the skin’s naturally occurring bacteria removed by excess washing. Meanwhile, its new concentrated body wash and fast-absorbing body oil aim to protect the skin’s microbiome with a preservative-free blend of plant-derived extracts.

    As well as appealing to skin-savvy consumers (see Selling to Skintellectuals), they also provide an accessible entry point to the brand’s dirt-promoting philosophy for shoppers who want a gentler clean, but are still wary of bacteria.

  • On the Cutting Edge: As medicine cabinet staples like toothbrushes undergo aesthetic updates (see Beauty Tools 2018), Australian band-aid brand Patch reimagines the adhesive bandage as a fashionable product. The company offers four varieties of bamboo-based biodegradable bandages, including three with functional ingredients such as calming coconut oil, detoxifying activated charcoal and soothing aloe vera. A brand representative told Stylus that the activated charcoal bandage has become a cool accessory among Australia’s fashion set thanks to its jet-black hue.

  • Effective Alternative Cleansers: Having helped natural deodorant go mainstream, Portland-based Schmidt’s is now taking on oral care. Its new mouthwash line blends culinary ingredients like ginger and coconut with alternative cleaning agents, including aloe and tea tree oil.

    It’s a smart move to connect with the rising cohort opting for personal care products that resonate with their lifestyle – a topic we cover in Luxurifying Personal Care. After proving it can make a hard-working natural deodorant (a notoriously tricky category), it should be considerably easier to encourage consumers to trial natural mouthwash.