Why More Brands Are Embracing Holistic Beauty and What It Means for Retailers

Why More Brands Are Embracing Holistic Beauty and What It Means for Retailers

Holistic beauty has emerged as a significant trend in the beauty industry, driven by consumers’ growing desire for clean, non-toxic skincare and cosmetic products. 
Beauty retailers should be highly interested in brands within the holistic beauty category due to shifts in consumer behavior. As consumers increasingly prioritize their overall wellbeing and seek more conscious choices, the demand for clean, non-toxic skincare and cosmetic products continues to rise. By incorporating holistic beauty brands into their offerings, retailers can cater to these evolving preferences, attract a larger customer base, and establish themselves as leaders in the industry.

Holistic beauty has gained significant momentum as consumers embrace a more comprehensive and mindful approach to beauty. Clean beauty products, non-toxic skincare, and makeup brands have become vital in meeting the demands of health-conscious consumers.

A comprehensive approach to beauty that considers the interconnectedness of the mind, body, and spirit, holistic beauty emphasizes the importance of overall wellbeing and seeks to enhance beauty from within by promoting balance and harmony. Holistic beauty focuses on using natural and sustainable ingredients, supporting ethical practices, and nurturing a positive self-care routine.

Closely linked to holistic wellness, holistic beauty recognizes that true beauty is not solely about external appearances. It takes into account factors such as nutrition, lifestyle choices, stress management, and mental wellbeing, understanding that these aspects significantly impact one’s overall beauty and radiance. By prioritizing holistic wellness, individuals can achieve a more authentic and sustainable form of beauty.

Photo by Monstera

Diverse-led beauty brands such as Address Oasis and TERRA-TORY are increasingly taking a more mindful and intentional approach to skincare. Address Oasis products are based on principles of self-care and daily rituals, designed to accompany moments from bath time to bed time. “The beautiful thing about rituals is that no matter where you are in your life, you are always deserving of one,” says Loran Wilson, the brand’s founder. “I started getting up a little earlier so that I could start my day by serving me first. I needed to start showing my body some love. And that’s how Address Oasis was born.” The result is a handmade, non-toxic, cruelty-free range of products designed to create ease and intention in women’s body care rituals via body washes, foaming scrubs and body butter.

Based in Freeport, NY, sustainable wellness brand TERRA-TORY believes in harnessing the power of food and nature to improve skin health, with a mission is to set new standards for the mentality and approach to personal care. The brand creates products derived from superfoods, handcrafted from high-quality ingredients found in nature. Formulated for daily use, TERRA-TORY products are designed to nourish, cleanse, soothe and protect, especially for those challenged with sensitive skin.

In response to growing consumer demand, the market for clean beauty products has expanded significantly, promoting a more conscious and transparent approach, which ensures that products are safe for both the consumer and the environment. Clean beauty embraces natural and organic ingredients, sustainable packaging, cruelty-free practices, and ethical sourcing.

Address Oasis body serum

Some of the best clean beauty products encompass a wide range of categories, including skincare, haircare, and cosmetics that are free from harmful ingredients such as parabens. These products often feature natural and plant-based ingredients, such as aloe vera, chamomile, rosehip oil, and shea butter. Non-toxic cosmetics prioritize the use of natural pigments, botanical extracts, and nourishing oils, providing both color and skincare benefits, ensuring that individuals can enhance their beauty without compromising their health or the environment.

By understanding and embracing holistic beauty, beauty retailers can tap into this growing market, cater to evolving consumer behavior, and establish their position as a trusted source for safe, sustainable, and effective beauty products.

5 Brands on Connect That Take a Holistic Approach to Beauty

Bree Probiotic Skincare

South Africa-based Bree Probiotic Skincare offers a simplified and sustainable skincare solution for all skin types. Each product is vegan-friendly, cruelty-free and never tested on animals, with its potential impact on the environment taken into consideration, from the glass bottles to the FSC-approved packaging. 

Honey Beauty

Founded in Lagos, Nigeria, Honey Beauty aims to make high-quality cosmetic products readily accessible to beauty lovers in Africa, and beyond. Its cruelty-free products are made to compliment the skin without doing any harm.

Olaedo Naturals

Since its launch in April 2018, Olaedo Naturals has been committed to helping individuals maintain confidence in their skin, regardless of any conditions they may face. Every product is thoughtfully created with comfort in mind, incorporating the expertise of certified cosmetic scientists. 


Promoting self-care, wellbeing and confidence is at the heart of nail art brand Bonmuz. with the belief that a little “me time” goes a long way, the brand creates nail care products that are easy to use, convenient and long-lasting.

Honam Naturals

Based in Toronto, skincare brand Honam Naturals incorporates African beauty secrets with Western beauty procedures to create unique and natural products that cater to a diverse range of skin types and combinations.


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