Future perfect: organic beauty in 2012

Future perfect: organic beauty in 2012
From natural facelifts to slow beauty, Ruth Styles takes a look at the trends, products and brands set to hit the big time this year

The resort collections have already arrived and spring/summer are less than a month away. Hardly surprising then, that along with sartorial updates, the glossies are full of new season beauty trends as well. Whether it’s the new generation of high tech foundations, the skincare secrets of French women or the pastel-hued palettes soon to hit beauty counters, spring is officially in. But there’s a problem with all the summer loveliness: green brands aren't getting much of a look in. And that’s a shame because the organic and natural beauty world has been coming up with a few trends of its own. What’s more, according to Natural Wisdom’s Maeve Smith, organic and natural products can and do offer better results than their conventional competitors. ‘I believe that natural products deliver superior results compared to conventional highly processed, synthetic, chemical skincare,’ she says. ‘When I moved back from Ecuador, I was 35 years old and to my dismay, as my tan faded, I noticed areas of significant sun damage. I have been using Natural Wisdom skincare every day since then and I can honestly say that you have to look very carefully to see any evidence of sun damage now.’

And Smith isn’t the only convert. A recent study by Organic Monitor found that 89 per cent of UK consumers actively try to avoid synthetic chemicals in cosmetics, with a third citing the use of parabens as a particular concern. What’s more, 31 per cent of consumers worldwide cite sustainability as a key reason to choose a product. So what’s going to be huge in 2012? According to market analysts, Mintel, earth, air and water based products are set to be massive with increased interest in naturals resulting in greater demand for cosmetics containing muds, oxygen and minerals. ‘Research into new materials from Latin America, Eastern European lakes and shorelines and the deserts of Asia will no doubt yield more earthly elements for the cosmetics of the future,’ says Vivienne Rudd, Senior European Beauty Analyst at Mintel. But mud and minerals aren’t the only treats the green beauty business has in store this year. Whether dirt is your thing or not, here’s what will be big in beauty this year.

Embracing Ayurveda
Along with earth, air and water, holistic is set to be a beauty buzz word for 2012, with a greater focus on products that combine overall wellness with wrinkle-busting prowess. And what could be more holistic than the UK’s first Ayurveda-based beauty range? You’re probably familiar with skin types but what do you know about doshas? If you don’t know your doshas from your dodos, find out at Ayurveda Pura, where an online questionnaire helps you work out whether you’re a Vata, Pitta or Kapha. Once you know your dosha, check out Holistic Essentials, Ayurveda Pura’s skincare range made with Ayurvedic principles in mind. With no animal derived ingredients and no parabens, the lotions and potions in the range are made from 100 per cent natural ingredients and come in recyclable packaging.

Find out more: www.ayurvedapura.com

The natural facelift
‘Tonal’ beauty is one of spring’s key make-up trends, showing up on catwalks including Preen, Narcisco Rodruigez and Diane von Furstenburg. Translated from fashion speak, tonal means gorgeously fresh skin enlivened with a single neutral, be it blush, shell or taupe, used on everything from eyes to lips. Good skin is utterly essential and if you’re in need of a little extra help, Faith Lift is perfect. Billed as an organic non-surgical facelift, Faith Lift is based on herbal extracts containing naturally occurring polysaccharides that tighten up the skin as they dry. I was very sceptical [initially] as the "natural" method always seemed to me [to be] the "weaker" alternative,’ says beauty wholesaler, Enhance Direct’s Jane Newton. ‘However, when I tried it, I found the tightening effect was stronger than in the synthetic alternatives and the results instantly noticeable.’

Find out more: www.tibbyolivier.com

Slow beauty
You’ve heard of slow food but in 2012, slow beauty is set to take centre stage. So what exactly is slow beauty? According to SpaRitual founder, Shel Pink, it’s all about reconnecting with ourselves. ‘Slow Beauty is about changing perceptions and metaphors on how we approach beauty and ageing,’ she says. ‘It’s not about quick fixes, and it’s not product-centric. It’s a lifestyle about the gracefulness of ageing and honouring your true self.’ So how can you get involved? Start by slowing down your morning routine by adding dry-brushing pre-shower and indulging in a spot of self-massage afterwards. While Pink prefers pure sesame oil, the nutty smell can be a little overpowering, so try Spiezia’s Organic Body Softening Oil (£20.50, www.spieziaorganics.com) which blends sesame oil with jojoba and sweet almond oil, plus a few drops of sweet-scented geranium and mandarin essential oils.

Find out more: www.sparitual.co.uk

The natural beauty world’s riposte to St Tropez has finally arrived in the shape of Irish natural cosmetic brand Karora’s Self-Tan Mist, £21. Cruelty-free, paraben-free and 100 per cent organic, the formula contains nourishing argan oil and produces a natural, golden glow. Better still, there’s no biscuit smell. If you’re a first time tanner or just terrified of streaks, check out the Gradual Bronzing Moisturiser, £16, which offers SPF15 sun protection and builds up a gentle, natural-looking tan gradually.

Find out more: www.karoracosmetics.com

Beauty with heart
While there’s no shortage of organic and natural brands, companies that do more for the world at large are few and far between. All that could be about to change however, thanks to the growing number of brands taking their cue from the likes of Dr Bronner’s and giving their company an ethical as well as environmental conscience. Among them is organic skincare brand, Natural Wisdom, whose founder, Maeve Smith, donates part of her profits to The Smile Train and the Somalia Relief Fund. ‘As a socially responsible company we want very much to be a force for good things in the world,’ explains Maeve. ‘We are passionate about being part of the solution and not a part of the problem. The Smile Train changes peoples’ lives to a phenomenal degree. With a fairly simple operation that costs relatively little, the fate of a child is changed.’

Find out more: www.naturalwisdom.co.uk


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