The natural beauty industry is booming worldwide, and New Zealand, with its clean green image has an opportunity to be at the forefront. However "clean green" needs to be more than an image, and consumers need to arm themselves with knowledge before choosing products, say Kiwi natural beauty businesses.
"'Clean green' needs to be more than just an image, it needs to be a reality and more needs to be done to be genuinely green here. For example, cleaning up our rivers, promoting organic farming, " says Steve Humphries, who owns Hebe Botanicals with wife Sandra.
The company's philosophy is that natural products are more effective, safer, and better for the environment than synthetic alternatives. Hebe's products - which include soaps, shampoos, massage oils and even pet shampoo - do not use synthetic preservatives, fragrances or any other synthetic additives.
Steve says that natural beauty is a real green proposition not a marketing tool.
"It is a real position for genuine companies, and a marketing tool for others that greenwash. Compare a natural liquid soap made from olive oil to a synthetic handwash detergent, the ones on sale in a supermarket. The natural soap is made from a renewable resource, can be made on a small scale by local companies, cleans as well as any synthetic detergent but without stripping the skin of oils [and so doesn't require additives to repair the skin] and doesn't need a preservative system."
Steve says it is essential for the buying public to be discerning and to know how to distinguish companies that make genuine natural products and are environmentally friendly.
"Consumers need to be knowledgeable and demand truly natural products ... Organic is more than just ensuring a product is pesticide-free, it is very much about sustainable farming and better protection of the environment."
Steve says the danger is some big brands 'greenwashing' will jump on natural beauty bandwagon: "For example, using the term 'plant derived'. This is fine if it is meant to show it is from a renewable resource. But it is often used to make a synthetic chemical appear to be a natural product."
Steve says there needs to be agreed definitions for terms such as 'natural'. More than 20 different standards are currently being used globally.
However, Alice Brotherston from Niugini Organics said it would be difficult to regulate. Her company is 100per cent certified organic under the Organic Food Chain Australia - No. 0564 and uses 100per cent organic virgin coconut oil in its products. While coconut oil is marketed as being in many products now, Brotherston says quality varies. "Nuigini Organics uses premium grade so you can cook with it, eat it and use it on your body.
"Coconut oil is becoming more and more popular as a beauty product, with ladies now using it to moisturise, remove makeup, clean teeth, [as] hair conditioner, after-sun, and [it's] great for eczema and dermatitis sufferers. As it is anti-fungal and anti-inflammatory, it may also be used on grazes, bites and bruises, swollen and sore muscles, aches and pains."
As well as the product itself, Brotherston says consumers are growing more discerning about packaging. "Our jars are a reusable Kilner jar ... we need to look after the world we live in as well as ourselves."
Linsey Cleary from Savvy Touch says more people are turning to natural products for health purposes. "People generally think if it is natural, it is better for you."
Savvy Touch's shampoo can assist dry scalp or psoriasis. It produces a cooling gel for joint soreness, arthritic pain or sport injuries condition and cream, and a smoothie cream for dermatitis and eczema. Its top-selling item is Eze Breathe, described as "rocket fuel for minor respiratory complaints, sinus, coughs, coughs or blocked noses". The firm also produces a fly repellent called Faark Off.
The company even produces a natural range for horses, including shampoo and conditioner and shine spray and detangler.
Corrin Miller, owner of Smoooch Natural Products,says her firm doesn't use any ingredients in products that that customers couldn't eat. Moisturiser, face and eye makeup removers, can work well internally and externally, she says.
Naturally the best products
Samantha Wilkie checks out what's on offer at the Down to Earth Expo
A big animal advocate, I decided to ditch all beauty products tested on animals a few years back, so the switch to all natural products was an easy transition to make earlier this year. I'm always excited to discover new, effective all-natural beauty products and these ones from two Down to Earth Expo exhibitors are no exception.
Niugini Organics Coconut Soap Unscented
This generous soap bar has a beautiful understated hint of coconut. It lathered well in the shower and didn't dry my skin out like other soaps can. Made from 100 per cent organic virgin coconut oil, I was very happy to read that it contains no harsh chemicals or artificial perfumes. Other scents available include Lavender and Patchouli. Price $5.50
Niugini Organics Coconut Oil Organic Virgin
While you might normally have this jar of 100 per cent certified organic virgin coconut oil in your pantry as a great alternative to cooking oil (it's totally cholesterol-free and high in lauric acid), I couldn't help using it as a moisturiser. This oil was easy to spread and not too greasy. The smell of coconut reminds me of summer vacations, so the lovely light aroma left behind kept transporting me to a tropical island throughout the work day. Niugini Organics coconut oil is unbleached and not deodorised, it's wild harvested, so no fertilisers or pesticides are ever used and it contains no preservatives or additives. Price $30 - 650ml
Savvy Touch Mango Butter Sunshade (SPF 30)
What's the best flavour combo with coconut - mango! I was really excited to try the Savvy Touch Mango Butter Sunshade as I'd found it difficult to find a natural high factor sunscreen that doesn't cost the earth. It's a similar price to many other 250ml sunscreens on the supermarket shelf but has a much better smell. The pump bottle makes it easy to
apply, it spread far and my skin was left feeling moisturised but not white and greasy. Price $25 - 250ml
You can find these products, along with a great range of other natural and organic beauty and health alternatives, at the Down to Earth - Sustainability & Lifestyle Expo. November 28-29 at ASB Arena, Mount Maunganui.
Motorists should avoid SH2 East between Stanley Rd and Fraser Rd.