While the viral hype around Sea Buckthorn and Prickly Pear Oils captivated #BeautyTok, the main narrative was around transparency and planet-positive practices…
2024 Highlights:
- Transparency and traceability - Consumers placed greater emphasis on traceable supply chains, with a Shopify survey finding that 82% of businesses recognise sustainability as linked to improved company performance. Consumers are aligning their purchasing decisions with climate-conscious values, and that’s why business’ like O&3 share their origin stories and supply downloadable technical documents for every, single product on their website. Their clear certifications also help to create significant growth in consumer trust and revenue.
- Sustainability amid inflation - Despite ongoing inflationary pressures, consumers continued to prioritise sustainable and ethically sourced products, with a steady demand for items with attributes such as cruelty-free and low-carbon production. In personal care, cruelty-free products experienced a notable growth trajectory, reflecting consumer advocacy for animal rights.
- Local and ethical sourcing - Locally produced and family-farmed ingredients saw increased consumer support. This trend ties into the broader movement for community-focused and environmentally sustainable supply chains, aligning with values like regenerative agriculture. Some examples of this, would be O&3’s Castor Oil suppliers in India, as well as their South African suppliers of products including Kalahari Melon Oil and Baobab Oil.
- Performance of ESG-related Products - Products with environmental and social governance (ESG) claims outperformed their peers, reflecting the willingness of consumers to invest in brands that demonstrate tangible responsibility and impact.
The rise of natural collagen alternatives
Featured as one of O&3’s Top Natural Beauty and Personal Care Trends for 2024 in January, the growing demand for natural collagen alternatives has gained momentum, which is still relevant today, as consumers continue to search for these natural alternatives.
Renowned for their ability to enhance skin, joints, and muscle tone, collagen supplements are available in diverse formats, including capsules, powders, and liquids. It gained such popularity in skincare and supplements for its benefits to skin, hair, nails, and joints. Its appeal has soared over the past year, with people searching for natural ways to support their beauty and wellness routines.
Some great, natural and vegan-friendly alternatives to collagen include Jojoba Oil, Shea Butter, and Avocado Oil, as mentioned in O&3’s Natural Vegan and Vegetarian Alternatives to Marine Collagen where they spoke about how switching from collagen to vegan alternatives doesn’t mean compromising on the benefits.
Batana oil, the rising star in hair care
The global hair oil market was valued at $4.31 billion in 2021 and is expected to reach $6.04 billion by 2030, according to Emergen Research. This growth can be seen in the surging popularity of natural hair oils, such as rosemary oil and castor oil, on platforms like TikTok. This year, Batana Oil is a rising star in the industry. Mentioned in O&3’s June trend report, and starring as their product of the month in September, the demand for Batana Oil only seems to be increasing.
Batana Oil, also known as Ojon oil, is gaining popularity for its potential hair growth benefits. This natural oil, pressed from the nuts of the Ojon tree native to the Amazon rainforest has captured the attention of the beauty industry due to its potential benefits including its richness in fatty acids and vitamins known to promote healthy hair growth and shine.
It is being increasingly incorporated into various hair care products, such as shampoos, conditioners, and hair masks. However, its potential benefits may extend beyond hair growth, offering additional properties such as frizz control, increased shine, and improved manageability. And the natural and sustainable nature of Batana Oil also aligns with the growing consumer preference for clean and eco-conscious beauty products.
Wrapping up 2024
Throughout the year, it is clear that natural ingredients have remained at the forefront of beauty trends, with a heightened popularity in versatile, multifunctional oils.
2024 has shown that sustainability is no longer a niche concern but a defining factor for success in the beauty and personal care market. Brands that commit to transparency, ethical practices, and meaningful sustainability are not only winning consumer loyalty but also setting the benchmark for future growth.
So, as O&3 wrap up an extraordinary year, they are not only looking back; they are striding into the new year, ready to embrace an even brighter 2025, confidently bringing you quality natural ingredients and the trend predictions for the year ahead.
For more information and to stay updated on the latest trends, visit oand3.com. If you’ve got a particular product in mind, wherever you are in the world, don’t hesitate to call O&3’s dedicated team of oil experts on +44 (0)1765 522 120 or send an email to hello@oand3.com.
