Environmental Aspects

Consumers are more in tune to the fact that eco-responsibility is increasingly important, not only personally but at multiple levels of awareness and are increasingly demanding of transparency from the brands they use.

Green and natural in home care focuses on the environmental factor of sustainability as protecting our natural resources, this continues to be the main driver behind the growth of natural household care products.

Despite the fact that green remains relatively niche in the home care market as compared to the beauty care market, natural home care products are starting to move into the mainstream due to concerns of exposure to harsh chemicals, and continue to evolve in terms of advanced formulations, improved standards of efficacy and costs. However, consumer skepticism still exists about the effectiveness of natural home care products vs. traditional formulations. As a result, touting the environmental aspects of the products is only beneficial to your brand if they are supported by proven efficacy and safety profiles.