Due to a surge in mineral make-up in recent years there is a deepening scepticism from consumers over the true efficacy of the products, new figures show.
More than 30% of people questioned by market researcher Datamonitor admitted they were concerned about the authenticity of natural and organic claims made by cosmetic brands.
Vicky McCrorie, consumer analyst at Datamonitor said: In a market where brands have worked hard to convince consumers of the credibility of mineral make-up, the sheer number of new launches containing differing levels of minerals may make consumer trust difficult to keep.
While the consumer desire for natural cosmetics grows - in the US alone the number of new launches of mineral make-up reached 160 in 2009 - a lack of regulation has been blamed for increasing doubts.
With no official validation for mineral make-up, consumers will start to become sceptical as more and more brands launch make-up with mineral claims, McCororie continues. Therefore only the brands which have built the strongest trust with consumers like Bare Escentuals will continue their success.
More than 30% of people questioned by market researcher Datamonitor admitted they were concerned about the authenticity of natural and organic claims made by cosmetic brands.
Vicky McCrorie, consumer analyst at Datamonitor said: In a market where brands have worked hard to convince consumers of the credibility of mineral make-up, the sheer number of new launches containing differing levels of minerals may make consumer trust difficult to keep.
While the consumer desire for natural cosmetics grows - in the US alone the number of new launches of mineral make-up reached 160 in 2009 - a lack of regulation has been blamed for increasing doubts.
With no official validation for mineral make-up, consumers will start to become sceptical as more and more brands launch make-up with mineral claims, McCororie continues. Therefore only the brands which have built the strongest trust with consumers like Bare Escentuals will continue their success.
