The desire for natural cosmetics and personal care products has taken the industry into an exciting and challenging direction over the past few years. Indie brands and startups are now seen as proactive pioneers.
They are growing and flourishing while leading the way forward in the segment. These small companies are often being purchased by large multinationals to secure market share in an increasingly competitive landscape. Store shelves are lined with all things natural, constantly evolving through innovation and reacting to customer preference.
To capitalise on this growth, raw material suppliers and manufacturers are constantly using advanced chemistry and technology to unlock or discover the next unique natural ingredient. Natural waxes have existed far longer than the personal care and cosmetic industry. Natural waxes are simple, effective, safe and offer a multitude of performance characteristics that enable formulators to create cosmetic and personal care products tailor made to ride the natural wave that we find ourselves on.
What is natural? Why is it so fashionable?
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