Asian cosmetics players opt for natural and organic standards

By Simon Pitman

- Last updated on GMT

Related tags: Organic food

Asian cosmetics companies are turning to natural and organic certification programs in an effort to substantiate their product claims and differentiate them from the competition.

The European standard Ecocert has proved to be the most popular with Asian companies, with its label being adopted by companies in Japan, South Korea, Malysia and Australia, according to data from market researcher Organic Monitor.

The market for natural and organic cosmetics is fast developing in this region, and in turn companies are looking to distinguish their products from other manufacturers who have natural and organic product claims that could prove difficult to substantiate.

The move towards certification is part of a trend seen in Asian consumers to move towards natural and organic cosmetics as they, like their counterparts in Europe and North America, become more aware of health scares relating to harsher chemicals.

Certification leads to sales growth

Asian companies that are moving towards certifying their product ranges include Malaysia-based I-Green’s Buds Cherished Organics brand, which according to Organic Monitor has reported a significant surge in sales since its range was eco-certified.

On the back of its success I-Green has now started to export its products to neighbouring Asian countries, as well as Europe, and is also reported to be considering certification of other brands.

Another brand that is making a big impact is Australia-based Jasmin Skincare, which has built up a considerable market presence in the fast-growing China market.

Jasmin Skincare

Like the Buds Cherished Organics brand, the company says it is also experiencing a significant rise in sales since it started to market its products on the strength of its natural ingredients and the fact that it has achieved the Australian Organic Food Chain (OFC) standard.

According to Organic Monitor, Jasmin Skincare markets its product with the tag line ‘the best organic skincare in the world’, which, although the market researcher says is easy for other companies to refute, has proved to be a very successful stand to take with weary China consumers.

Australian and European brands head into China

Organic Monitor underlines the fact that many Australian and European natural and organic brands are moving in on the China market with the backing of internationally-recognised certification.

Contrary to this, big US brands such as Aveda and Nature’s Gate are also trying to tap in to market growth in China but without adopting certification standards.

Organic Monitor believes that this could put the bigger US companies at a disadvantage to their Australian and European counterparts, who currently appear to have moved one step ahead by affiliating with certification programs.

Dedicated workshops aimed at briefing Asian companies on certification standards will take place at the in-cosmetics event, held in Singapore on October 14th, which will be led by Judi Beerling, Organic Monitor’s technical research manager. For more information click here.

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