Natural and sustainable trends drive innovation in the beauty industry

The beauty industry is seeing a shift toward natural cosmetics and simplified personal care routines. The French family business Comme Avant exemplifies this trend, focusing on essential ingredients and transparency. Founded by Sophie and Nil after seeking gentle hygiene solutions for their child, the brand began with an organic olive oil soap and has since expanded into a full catalog including shampoos, creams, and solid perfumes.

In a different approach to sustainability, the brand Natura utilizes Amazonian biodiversity to drive cosmetic innovation. Through its Ekos line, the company incorporates 52 Amazonian bioactives into its portfolio. Natura works with 53 agro-extractive communities, involving over 13,000 families, to research and develop raw materials while respecting natural cycles and ensuring the safety and efficacy of its products.