International manufacturers of ethically sourced and sustainably produced beauty products are looking to flourish in the Middle East and African (MEA) natural and organic cosmetics market that was estimated to be worth between $2.25 billion and $2.5 billion in 2017, said a report.  

The growing global preference for clean, green, and sustainable beauty products has also taken root in the MEA, with analysts TechSci Research indicating the regional market for natural and organic cosmetics could grow annually by 12-15 percent over the next five years.  

That would place the retail value anywhere between $4 and $5 billion by 2022, driven according to TechSci, by increasing consumer awareness and demand for products that are not only better for their health, but better for the environment and society overall.  

The rising trend has been highlighted by a dedicated ‘Natural and Organic’ section being introduced for the first time at the upcoming Beautyworld Middle East 2018 exhibition, the wider region’s largest trade fair for beauty products, hair, fragrances, and wellbeing.

More than 60 of the 1,600-plus exhibitors at the three-day event will be part of the new section with their certified organic and natural products in tow, from shower gels, body lotions and children’s soaps, to fragrances, facial care products, and professional skincare and makeup lines.

“The green beauty business has transformed from a niche market to mainstream,” declared Ahmed Pauwels, CEO of Messe Frankfurt Middle East, organiser of Beautyworld Middle East, which takes place from May 8 to 10, at the Dubai International Convention and Exhibition Centre, in Dubai,UAE.

“Middle East consumers and beauty professionals are highly aware of the ethical and ecological issues that are of growing concern in today’s world, and are taking into account all these aspects in their purchasing decisions of beauty products, from the sourcing and types of raw ingredients used in manufacturing, right through to packaging, sales and marketing,” he said.

First introduced as a pavilion at Beautyworld Middle East in 2015, natural and organics has since flourished into its own major section, joining the show’s other key product groups of hair, nails and salon supplies; cosmetics and skincare; machinery, packaging, raw materials and contract manufacturing; fragrance compounds and finished fragrances; and personal care and hygiene.

Essentiq from Slovenia is a returning exhibitor this year, and will showcase its entire range of ECOGEA-certified organic cosmetics, including the launch of its new professional line of facial products comprising cleansers, bases, concentrates, and serums.

Tanja Bozinac, Essentiq’s CEO, said the company identified Asia and the Middle East as its key targeted sales markets through to 2019, and is looking to develop strong distribution networks via its participation at the event.

“All our products contain 98-99 percent natural or organic ingredients, with the remaining 1-2 percent comprising preservatives, stabilisers and actives, such as vitamins,” said Bozinac, outlining the company’s organic credentials.

“We’re constantly following new developments in the areas of bio-technology and natural/organic cosmetics, and we try to integrate the ones that we find sensible. Our goal is to produce high quality products within the frame of a common sense,” Bozinac said.

“We’ll officially launch our professional line at the event, and we’re very excited about this, as the line has been developed for several years in close cooperation with 15 Slovenian beauty salons,” added Bozinac.  “Through this cooperation, we’ve learnt the needs and recommendations of beauticians, and the concept of our professional line answers those needs.”

Polish manufacturer Yope is a debut exhibitor at event’s Natural and Organic section, and will shine the spotlight on its entire range of natural products, from liquid hand soaps, lotions, hand creams and shower gels, to cleaning agents for bathrooms, floors, windows and kitchens.

“Hand soap for children and aromatic candles are our novelties, but this is not the end,” Pawel Kosowicz, Yope’s CEO said. “We create new, universal products, which make every day better and turn ordinary moments into unique and pleasant ones thanks to their simple functions.

“Our products comprise over 90 percent natural and low-processed ingredients. We use natural and delicate ingredients, plant extracts, oils and butters if possible with Ecocert certificates. All our natural cleaning agents have Ecolabel certificates and are safe for the environment,” he added.

Kosowicz said the natural and cosmetics market is growing in Poland, and expects similar growth in the Middle East, adding: “Consumers care more about safe and natural ingredients, along with the ecological and environmental aspects of production, packaging and sales. It has now become very important to have recyclable or reusable packaging, biodegradable materials, and environmentally friendly products.”

Other headline exhibitors at the event include Oxymax from Australia, Italian company Bema Cosmetici, Anaha Lifecare from India, Bionigree from Poland, Romanian producer Skin Novels, and Maydi Frankincense from the UAE, it stated. – TradeArabia News Service