Natural beauties on parade in Sydney

Thirty-five companies will be showcasing their natural and organic products at Beauty Expo Australia this weekend.

According to Expo director Julia Erben, the growth in natural beauty brands on display in the Expo reflects the growth in the “green market”.

“The natural splendor movement is quickly becoming the brand new norm for a lot of consumers seeking products and treatments that aren't only free from unnecessary chemicals and additives, but they are ethically responsible, eco-friendly and cruelty-free,” she said.

Indeed, according to the 2010 IBISWorld report on the Australian Cosmetic and Toiletry Retailing industry, “green trends are projected to stimulate alternation in the industry's product portfolio”.

“Some retailers will probably change products to focus on growing interest in products containing natural or certified organic ingredients, which are made from sustainable sources, have the freedom from various chemicals or have a lower environmental footprint,” the report said.

Julia added that major industry players in Australia are already adhering to this trend by “stepping up their efforts to incorporate greener ingredients and packaging for his or her products”.

“As socially conscious consumers, particularly millennials, become more attuned to the potential ramifications of where their money goes, the natural and organic beauty product segment is growing exponentially.

“Additionally, a rising trend toward a far more holistic method of health and wellness is also feeding in to the beauty industry, as consumers be conscious of the things they put in and on their health.”

All natural brands in the Expo (the following) will be highlighted with 'Proudly Natural at Expo' signage on their own booths (pictured above) and a symbol next to their listing within the show guide.