BEAUTY / / 59
BETTER AFTER THE BOOM OF NATURAL CREAMS, ORGANIC MAKE-UP IS THE NEW DARLING
Natural make-up products are taking up more and more space in any respectable beauty case. This is confirmed by a survey by Technavio: in 2016, the market of environmentally aware cosmetics grew 10% when compared with 2015, and will continue to grow in a constant trend until 2020. According to figures of Cosmetica Italia, in 2017 the turnover of the organic cosmetic industry has reached 950 million euros, equivalent to 9% of the entire turnover of the beauty sector. “Most consumers expect cheap and ecofriendly products,” declares Giacomo Fusina, founder of Human Highway, a survey company. The public asks, companies respond accordingly. Skin care brands were the first to find organic addicts: face and body creams, toning lotions, make-up removers, face masks, all boasting ecological certifications to avoid damaging skin hit by increasingly aggressive smog and sunrays. Today, make-up products are the new must-haves.