A growing preference for natural products free from chemicals, along with a concern for the environment drives the demand for herbal beauty products, which includes our indigenous herb, Rooibos.
Currently, the global herbal beauty products market is valued at US$78,5 billion and it is anticipated to grow at a compound annual growth rate (CAGR) of 5,2% within the next few years.
Adele du Toit, spokesperson of the South African Rooibos Council (SARC), says that not so long ago, natural products were sold primarily in health food stores and at farmers’ markets. “It was very niche and the beauty industry did not take it seriously. However, sleek new natural alternatives to mainstream beauty products are now exploding onto the scene.”
Natural products are all the rage
She says there has been a universal shift towards ‘clean beauty’ across all cosmetic categories, with half of consumers seeking out organic, herbal brands. Consequently, it drives a growing preference for products that contain Rooibos.
“Consumers are on a journey of exploration. They are enjoying new products and experimenting with new brands. This is part of a larger generational shift of younger consumers seeking out locally made, artisanal, natural products in all consumer categories.
“Beauty products made from botanical and/or herbal extracts offer environmentally conscious consumers a choice of natural ingredients that dermatologists consider the best form of skincare. Moreover, these products are suitable for all skin types and are available in a variety of products.”
While herbal products aimed at women still account for the largest share of revenue (72,4%) worldwide, the men’s segment is gaining momentum. According to market analysts, it is forecasted to grow by a CAGR of 5,6% between now and 2027. With that said, plant-based haircare and anti-ageing products targeted at men are most in demand.
Rooibos beauty products catch on
Along with shea butter, coconut oil, liquorice extract and frankincense oil, Rooibos has also caught the eye of many local and international beauty companies that have incorporated Rooibos extracts in skin, hair and nail care products, as well as makeup and even fragrances.
“Rooibos extracts contain concentrated plant ingredients that are packed with antioxidants and helps to prevent wrinkles, ageing and acne.
“Apart from the United States, the European beauty market, especially in Western Europe, is a good market to explore for natural ingredient exporters in developing countries such as South Africa that are looking for opportunities to promote their products,” remarks Du Toit.
The increasing global demand for Rooibos pushed exports up to more than 7 600 tons last year, including tea and extract. – Press release, SA Rooibos Council