The new generation of natural cosmetics customers is more informed, conscious, and eco-responsible than ever! The cosmetics industry now has the responsibility to evolve quickly to meet the new expectations of its fans. This changing mentality has given rise to a growing demand for natural, sustainable and ethical beauty products. In this article, we will explore emerging trends in cosmetics, with a particular focus on the influence of Generation Z and conscious consumers:

Transparency at the heart of the marketing strategy: One of the main expectations of consumers of modern natural cosmetics is total transparency regarding the ingredients contained in cosmetic products. In the past, consumers were satisfied with the promise of better skin, but today they want to know more about what they are putting on their skin. This quest for transparency has led to a rise in the power of natural cosmetics, and its informed and responsible brands.

Natural cosmetic brands are committed to using natural and organic ingredients, while avoiding harmful chemicals. Consumers are looking for products that are free of parabens, sulfates, phthalates and any other potentially toxic substances. This trend towards naturalness reflects the growing concern for skin health and the environment.

Packaging in harmony with the eco-responsibility of the product: In addition to the composition of the products, the new generation of informed consumers attaches great importance to packaging. Excessive and non-recyclable packaging is increasingly frowned upon. From a new minimalist perspective, cosmetic brands are therefore striving to rethink their packaging to make it simpler, more sustainable, and more responsible.

Recyclable packaging, refills, and even plastic-free packaging have become the norm. Natural cosmetics customers are looking for products packaged in an environmentally friendly manner, reflecting their commitment to protecting the planet. In line with the spirit of gentleness both on the skin and on the planet, discover Prodigia’s article on Conscious beauty: a sustainable and natural approach.

Ethical Practices and Corporate Social Responsibility: Generation Z, in particular, is having a significant impact on the cosmetics industry. This amounts to a huge collective awareness of the power that individuals and groups hold as consumers! These young consumers are extremely sensitive to the ethical practices of brands and their social responsibility. They want to buy beauty products that are not only effective but also ethically produced, otherwise they call for a boycott and achieve this successfully through social media.

Brands that adopt sustainable practices, support charitable initiatives, and are transparent about their operations, enjoy a positive reputation with Gen Z. Conscious consumers seek to support companies that are actively engaged in environmental protection and societal well-being. In the Moroccan context, the most trustworthy brands are those who confide in their responsible sourcing of natural ingredients, such as ghassoul, prickly pear seed oil, and argan oil.

Want to learn more about Moroccan beauty rituals in relation to eco-responsibility? Consult the Prodigia article on Rhassoul clay: an ancestral beauty secret and an eco-responsible alternative.

Inclusive product ranges: Another growing consumer expectation is the inclusiveness of cosmetic product ranges. Being more conscious now, natural beauty enthusiasts want brands to recognize and celebrate the diversity of all skin types and ethnicities. Inclusivity has become a key value for cosmetic brands, and those that offer a variety of shades and products suited to all needs are enjoying growing success. A key element when it comes to thinking about hair products too. 

Changing consumer expectations of cosmetic brands is a major driving force in the industry. The search for transparency, concern for the environment, business ethics and inclusiveness are all factors shaping the new era of cosmetics.

At Prodigia, our formulas are composed of at least 95% natural ingredients and are developed in accordance with Cosmos standards.

Need advice?  Contact Prodigia!