Today’s latest beauty products are less concerned with masking the truth than those of yesteryear. Mintel Beauty Innovation, a new service monitoring beauty and personal care launches globally, sees a trend in manufacturers shining a light on ingredients and formulations.Mintel Beauty Innovation reports that over one in seven (16%) global beauty product launches this year has either been organic, ethical or all natural. In 2007, just one in nine (11%) new products fit these criteria. In the US, manufacturers are moving even faster. Nearly 30% of US beauty products launched this year were organic, ethical or all natural; up from 23% in 2007.

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