The DIY beauty trend is set to be one of the big features of the natural beauty category in the coming years, predicts one of the UK industry’s best-known brand owners.
In a video interview for Natural Products Global following the recent Natural Beauty Roundtable event, Chidley said: “I really do believe that customization and DIY beauty is going to become more mainstream. It’s been on the periphery for quite some time, but I think with bigger organisations and brands getting involved, and actively encouraging people to make their own products, it’s about to really take off.”
“DIY beauty has been on the periphery for quite some time, but I think with bigger organisations and brands getting involved, it’s about to really take off”
Chidley’s own business is at the forefront of the trend, she told us: “Beauty Kitchen is about using affective ingredients in your products, so we also encourage people to make their own beauty products at home.”
Commenting on the wider Roundtable discussion, she said: “The big take home was that everyone realises that sustainability is a challenge, and it’s not just about certification, ingredients, products, brands and commercials. It’s about all of those things. And it’s about how we can work together to make that happen, and about supporting the future of our industry.
“The biggest opportunity and biggest challenge for the sector are actually the same thing. The big trend at the moment is for natural products in the beauty industry. The challenge that is the big boys are also onto this trend – and I want us to lead with products that we offer the consumers, rather than it being the big boys.”
Speaking about her own business, Chidley commented: “Beauty Kitchen is a young independent brand, and we been going for about three and a half years. We’ve had the opportunity to sell our products through Holland & Barrett, a big corporate retailer who have leaned in and supported young independent business.”