Natural is back, baby. And in a big way. According to consultancy company Kline, the natural cosmetics and skincare market is estimated to be worth $33 billion, accounting for 13% of the overall global beauty market. This huge demand is fuelling the growth in natural skincare products which begs the question, are all green beauty brands created equal? Not necessarily, believes Sasha Hull, the c0-founder of Original Human, an eco-luxury plant-based skincare brand.
Hull is excited to see the movement grow, but warns of brands using the natural trend as an easy marketing ploy. “It’s definitely become more widespread, which is brilliant, but ‘greenwashing’ practices or the act of simply changing the marketing without looking at the product, its ingredients or how it’s produced from some brands is disappointing”, says Hull.
It’s these core values of quality, efficacy and sustainability that inspired her to create Original Human, as a way to address problematic skin concerns like acne based on her own personal experiences. Hull says, “The solution was to turn to natural, minimalist and clean, which in this case, was plant-based ingredients that are gentle but effective. Often, less is more. This is where the concept of Original Human comes from. Very often the best solution is something we intuitively connect, and it’s about embracing that.”
“Do what right for you. In today’s age, there is so much pressure to always do more and be more and go further. What’s right for one person though, isn’t necessarily right for another and it’s important to recognise that”
And that intuition has led her back to her roots. With a focus on luxurious, lightweight face oils, all Original Human ingredients are sourced from South Africa (where Hull was born). The company is also exploring the use of rare botanicals from the diversely rich region of the Cape floral kingdom on the southern tip of Africa. But throughout this process, it’s important to Hull that the company supports and empowers local suppliers, whilst restoring any impact on the environment; for example, planting trees to replenish any natural resources that they use.
By focussing on face oils, Hull has been able to tap into a universal beauty need, while championing the ‘less is more’ philosophy. “They’ve been around for thousands of years, used in cultures all over the world because they are effective at addressing a wide variety of skin concerns. They’re also convenient and multi-tasking gems, which again speaks to that movement of quality over quantity and demanding more from what we use on a daily basis”, says Hull.
It can be a tricky path to navigate the world of natural beauty but Hull simply believes it should always start with your personal values and being informed so you can feel good about the choices you make. “Do what right for you. In today’s age, there is so much pressure to always do more and be more and go further. What’s right for one person though, isn’t necessarily right for another and it’s important to recognise that”.