As consumers take a 360 degree approach to wellness, naturals have flourished globally, with the segment now representing a more significant proportion of the cosmetics and toiletries market around the world. In both Brazil and China, the dominance of nature-inspired brands was a predominant factor for the segment’s growth, while in Europe and the United States, truly natural indies take center stage. Due to the COVID-19 pandemic, the high single-digit growth rates recorded over the years are now questionable for the future, with certain categories impacted more than others. In this report, Kline explores the rise of the global naturals market, regional difference, hindrances to growth and the global outlook to 2024.

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