Product Development


December 01, 2015

The focus on wellness has been creeping into the American vernacular for most of this decade, and its ascent seems to be escalating. When 7-Eleven starts offering quinoa salad, and Cooking Light magazine provides guidance on what to eat at McDonald’s, it’s clear that the wellness trend is deeply embedded and here to stay. And after years of emphasizing what to put in the body, it’s not surprising that we’ve moved to spotlight what to put on the body. There’s a growing understanding that outer beauty is a reflection of one’s inner self.

Modern “natural” personal care and beauty products surfaced on the retail scene as a fringe niche in the ‘70s, and consumers who elected to use them did so mostly out of concern about the toxic possibilities of synthetic ingredients or on moral grounds. Their concerns and commitments were serious enough that they were willing to sacrifice performance. Fortunately for consumers and product developers, the industry’s options are burgeoning. Improved ingredients and technologies have obviated the need for consumers to compromise. As demand has grown, companies at all stages of the supply chain have enhanced offerings, leading to … more increase in consumer demand. Once primarily the purview of indie brands, legacy brands are beginning to recognize opportunities resulting from this market shift in their formulations, packaging, and marketing.

As with any evolution, the trend toward natural products has created complications. Without widely-accepted standards for the definition of “natural,” consumers are confused and distrustful. Skepticism toward large corporations and go vernment is at an all-time high in general, making it even more important to influence the perception of conscious consumers. The FDA is making some noise about regulating the term for ingestibles, suggesting that a topical-use definition may follow. So while there is a “greenwashing” move afoot, many consumers are opting for more straightforward “free from” claims. Highest on the “unacceptable” list are sulfates, parabens, synthetic fragrances, PEG compounds, and mineral oil. Twincraft has been developing specialty soap and skincare products without these ingredients for years anticipating this consumer behavior trend.

The lifestyle emphasis on wellness may have begun with the baby-boomer graying of America, but there’s no question it’s been fully embraced by the generations that have followed. From farm-to-table and localvore culinary patterns to fitness challenges like supermarathons, wellness, defined by the National Wellness Institute as “conscious, self-directed and evolving process of achieving full potential,” is permeating the world of personal care and beauty. Brands and product developers will be well-served to cater to increasing consumer demand for products that address their needs.



Lucie Greene, worldwide director of JWT Intelligence explained that we’re seeing the “next generation of conscious consumer” to a CEW Global Trend Event in October. 26 October 2015

Lucie Greene offers deeper insights about the influence natural ingredients and products are having in the world of beauty. 27 October 2015

Driven by a desire for healthier lifestyles and an inherent need to know more about what they put on and in their bodies, consumers are asking more detailed questions about the contents of products. GCI Magazine 18 October 2015

Emma Reinhold, Trade Relations Manager at The Soil Association cautions about consumer confusion about “green” messages and advocates for meaningful certification standards. 8 October 2015

Katharine L’Hereux, founder of Kahina Giving Beauty, shared her insights about the naturals category in the upscale market. In her comments she reminds formulators that even with a strong interest in natural ingredients, customers require efficacy first. 24 September 2015

Judi Beerling, technical research manager at Organic Monitor addresses the topic of development, enhancement and replication of natural ingredients and what it means for the future of the personal care industry. 22 September 2015

Some major brands making natural personal care claims have had to defend them in court as the industry wrestles with standardized definitions. The Rose Sheet 15 September 2015

A growing demand for organic and natural hair care, skin care, and cosmetics products is expected, with steady growth forecasted through 2020. 27 August 2015

American women are reading beauty product INCI labels prior to purchase in pursuit of natural claims. Skin Inc. 10 August 2015

American women are likely to spend more on natural beauty products as they strive to avoid ingredients perceived as harmful. GCI Magazine 7 August 2015



Made with organic Castile soap base and other natural ingredients, Twincraft’s innovative gelée is a high performance cleanser for body, hands and/or face. It’s unique texture starts out the consistency of Jell-O™.  When water is added and the mixture is applied to the skin, it transforms to a lush, stable foam for cleansing. Watch it wiggle in a jar or squeeze it out of a tube for a unique product experience!