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Learn WHY growth is happening with analysis across 22 health conditions.
The Condition Specific Report: Answering 'Why?'
Personal Care Special Report
Personal Care Special Report
Personal Care Special Report
Personal Care Special Report
Personal Care Special Report

Personal Care Special Report


What does personal care look like during a pandemic - and how can your business adapt to meet the needs of the new personal care consumer? In 2020, the marketplace has reflected this question, pitting the rise of DIY salon services and the growing necessity for self-care as stress relief, against an "I've Got Bigger Concerns" mentality. 

In this report, we explore how that market has grown, what trends are driving future growth and which ingredients are up-and-coming in the market. We also call out products and brands that we think are setting the stage for the next evolution of natural personal care.

The surprising truth of the market in 2020 is that it will grow faster than it did in 2019. The difference is small—sales nudged up to 5.5% from 5.1%, but this still charts out as a $16.5 billion market

This report shows that natural personal care is more than a few pricey hand creams and hemp-oil face treatments. Indeed, it’s a category that includes such 2020 standouts as hand soap and hand sanitizer, creating a category-level analysis that is nuanced, and this increase in growth is certainly not universal across categories.

12 categories included:
Hair Products
Bath/Toilet Soap
Oral Hygiene
Baby Care
Bath Items
Feminine Hygiene
Nail Care

28 Charts

Ingredient trends from NEXT trend database

Covering 12 Product Categories

Raw Data + PPT Slides

Table of Contents

Click through each chapter for more information and a detailed list of data charts.

Executive Overview

Category Trends

Ingredient Trends

Acknowledgements and Definitions

See what's behind our data

See who's behind our data

Bill Giebler

Content & Insights Director

Rick Polito


Claire Morton Reynolds

Senior Industry Analyst

Cindy Van Schouwen

Business Dev Manager


Gaia Herbs

Director, Brand Strategy

"As a brand and product development leader in the natural products industry, I have always relied on NBJ as valuable and primary sources for credible industry data and actionable insights on emerging trends."


Director of Marketing

"NBJ Reports are used by our Exec Team, Brand/Mktg/Sales leaders to support data-based decision making and gives us industry and competitive insights."

Native Botanicals


"The data and information vividly reflects the trends, challenges, regulatory impacts we have experienced as we have grown into the ‘adult-hood’ of an industry we are today"

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