The UK’s certified organic beauty and wellness market was dented by the cost of living crisis in 2023 (-8% on 2022). But the sector is confident that “new narratives and opportunities” – driven by a renewed focus on controversial chemicals in cosmetics and increased awareness of greenwashing – will help see a return to growth in 2024. 

These are among the headline findings of the 2024 Soil Association Organic Beauty and Wellbeing Market Report, published this week. 

While there was an overall decline in 2024, following 12 consecutive years of market growth, there were strong performances from some sub-categories. Mother and Baby grew by a remarkable +65%, reflecting a particularly strong category for organic where it is over-indexed in baby food, with two thirds of baby food products in the UK being certified organic. Meanwhile, Health and Personal Care products – which include oral care, deodorants, feminine hygiene, medical devices, and supplements – grew by a solid +6%5. This reflects a wider market trend which has seen consumers prioritise products with a healthcare focus, which we will discuss in detail later in this report.

The 30-page report (which can be downloaded here for free) profiles a number of trailblazing organic beauty and wellness businesses, updates the regulatory picture for natural beauty, offers a handy explainer on the COSMOS organic and natural beauty standard and the Soil Association Health & Beauty Standard – and explores the consumer sustainability concerns that will the future of the natural beauty category.