The rise of clean and conscious beauty


The Natural Beauty & Spa Show (part of Natural & Organic Products Europe) is back at ExCeL London with a focus on the rise of ‘clean and conscious’. Do you have the date in your diary? Okay, great. Now let us inspire you with what to expect at Europe’s leading natural beauty show … 

Staying ahead of customer decision-making is what makes Natural Beauty & Spa so unique. For 2020 the experts say it’s all about ‘clean and conscious’ with customers now seeking beauty products that are as sustainable as they are natural. It’s no surprise that the show has been pioneering this movement for some years; the business deals made across the show floor and industry-leading speakers sharing their insights have quickly helped shift this category from the alternative to the mainstream.

Welcome to clean and conscious beauty
Mitch McCarthy-Kalischer, assistant category manager at Holland & Barrett, says: “While ‘clean’ beauty is huge, it will evolve increasingly into ‘clean and conscious’ as customers want to proactively seek out products that are good for them, as well as the environment.”

Helen Yeardsley, beauty industry expert at Y Consultancy, agrees that ‘the most exciting trends of 2020 are simply more confident versions of their former selves’. 

“The power consumer turns activist – recognizing that individuals can be effective agents of change; and clean becomes conscious as consumers take a more mindful and informed approach to planet-friendly beauty.”

CBD and edible beauty
CBD has also been making headlines, and not only in healthcare. CBD- or hemp-derived beauty will continue to be in the spotlight, as more consumers become aware of the health and skin issues it targets. Exhibitors to see include CBD Beauty UK, Hemptouch and Zoetic.

“CBD will only continue to grow as a staple in people’s beauty routines and move increasingly into the mainstream. People will be looking more for products led with single ingredients, so they know exactly what they are putting on their body – avoiding long, complicated ingredients lists which don’t feel as natural,” says Mitch McCarthy-Kalischer at Holland & Barrett. 

Edible beauty is still going strong, as the link between skincare and health comes to the fore. Exhibitors to see here include: You Theory, Beauty-Pro, Om Beauty Supplement, Viridian and The Good Guru. 

“One of the biggest trends in the natural health sector is ‘edible beauty’: dietary supplements, nutrition and foods for anti-ageing, skin health and beauty. I see the tsunami of science research growing daily in this exciting emerging field,” says Star Khechara, guest speaker and founder of Academy of Beauty Nutrition.

It’s never been a better time to invest in this booming industry. All the suppliers you need to see will be here under one roof over two exciting days. From established hero products to trend-setting start-ups, there’s one thing for sure: the show is never behind on innovation or short of inspiration.

The exhibitor list is available to view at

Brand NEW Beauty

Ningbo Datoyo Import & Export Co is promoting its new biodegradable hairbrush and make-up brush made with certified materials (stand D38)

Mahi Naturals Distributors is launching its BioKap Hair Dyes. The Italian brand has just landed in the UK, offering permanent natural dyes that work in just ten minutes (stand E25)

BeautyPro is introducing a CBD oil-infused Sheet Mask. Rich in antioxidants, this biodegradable mask made of bamboo will help to nourish and soothe stressed skin (stand F21)

Midsona Denmark – Urtekram is showcasing its ‘Rise and shine’ range, made with spicy orange blossom balanced by warm spices (stand G40)

Milly & Sissy is introducing its zero waste (just add water) natural shower crème in three fragrances: Cherry Blossom, Shea Tree and Passion Fruit (stand B3)

Annabelle Minerals is promoting its Diamond Glow mineral highlighter made with natural ingredients  including blackcurrant seed oil, sunflower seed oil and vitamin E (stand C33)

Driu Beauty is introducing Scalp Exfoliant Wise Unisex Intensive. This rinse-off formula, with gluconolactone and salicylic acid, gently removes the layer of dead skin cells on the scalp and strengthens skin’s protective barrier (stand E18)

Corinne Taylor is showcasing its new luxurious aromatherapy body oils made with may chang, frankincense and cedarwood (stand D51)

Delhicious Body is promoting its 100% natural Ayurvedic mint tea body scrub, made with Indian black Assam tea and peppermint essential oil (stand B5)

Fair Squared is launching a range of ethical Fairtrade, natural and vegan products repackaged in carbon-neutral, zero-waste glass jars (Pravera, stand A24).

Innovations in eco-packaging
Packaging is still a big talking point this year. Unsurprisingly, the natural and organic sector is at the forefront of the campaign for change – bringing out a plethora of plastic-free offerings and recyclable alternatives.

“I think we are going to see an even bigger shift towards reusable products in 2020, and consumers will want to move away from anything disposable or packaged in too much plastic. Consumers are becoming much more educated about the environment and realizing that they have the power to implement change with their purchases. Any brands not following suit will be left behind and likely not succeed,” says Mel Jenkinson, founder of Glow Organic. 

To discover some eco-friendly packaging solutions, check out Lamazuna, Friendly Soap, Milly & Sissy, Corinne Taylor, Scence Natural Skincare, Flow Cosmetics, Georganics, Green People and many more across the show floor. 

Powerful topics, inspirational names
For two packed days of insights, education and inspiring stories, head to the Natural Beauty Talks Theatre. The free to attend programme will cover vital topics including CBD, edible beauty, skin allergy, consumer activism, vegan beauty and more.

In an exclusive panel discussion, beauty editor of Marie Claire and award-winning writer Lisa Oxenham will facilitate a session around the question: ‘What actually is organic beauty?’. She’ll be joined by Aurelia Ziomek, beauty buyer at Planet Organic; Emma Blockley from the Soil Association; Abi Weeds from Odylique; and Emma Thornton, founder of True Skincare.

Helen Yeardsley, beauty industry expert at Y Consultancy, will facilitate a must-see session on the ‘power consumer turned activist’. Inspired by the Greta Thunberg and #MeToo, it’s been shown that individuals can be effective agents of change, and this panel aims to examine how consumers shape brand behaviour. 

Exploring this trend further, Lorraine Dallmeier, CEO of Formula Botanica, will also take to the stage to talk about ‘a new natural’ and how the industry is redefining natural and clean beauty for the sustainability movement. Nick Tulloch, chief executive of Zoetic International, will give an overview of the increasing use of CBD in health and beauty. And founder of Academy of Beauty Nutrition, Star Khechara, will talk about anti-ageing beauty foods and how they are quickly becoming the ‘new skincare’.  

“We have secured some incredible speakers for key panels this year,” says Yeardsley. “I’m really looking forward to hearing more from the hugely inspiring activist influencers and innovators who are truly making a difference; and the leaders at the forefront of the conscious beauty movement championing ethical, sustainable, transparent and honest business practices.”

Details about the full seminar programme will be released shortly.

Sainsbury’s innovation pitch – a winner’s story
The Sainsbury’s innovation pitch is back in the Natural Beauty Talks Theatre after a successful launch edition last year. Shortlisted beauty and wellbeing exhibitors will once again pitch their products live in front of Sainsbury’s’ senior buying team (and other visiting buyers) to win follow-up conversations with the UK’s third largest supermarket chain. 

We caught up with Anna Brightman, co-founder of UpCircle, who received further meetings with Sainsbury’s after her winning pitch last April: 

How did you feel about winning with Sainsbury’s at Natural & Organic Products Europe? 

Over the moon! I was absolutely thrilled and it was a real boost for the UpCircle team. Even just the pitch itself was a fantastic experience. It was incredible to see so many people in the audience – with additional crowds of people standing at the back. Regardless of the winning or losing, being able to tell my brand story to that crowd was a worthwhile opportunity. I couldn’t have asked for better questions from the Sainsbury’s buyers – or better feedback! 

How has the last year been for you, since the pitch?

Hectic! 2019 was an incredibly busy and exciting year for UpCircle. From the time of the pitch to getting the products on the shelves of Sainsbury’s took just shy of six months – but the range is now fully settled in and performing well!

Since the pitch we also focused a lot on expanding our range. The UK produced 23,000 tonnes of fruit stone waste in 2012 alone, so we knew something had to be done there too. We’ve now released our ‘fruit stone range’, within which each product is made with the powder of a different discarded fruit stone. Nothing is safe from being UpCircled – only our imagination can limit us! 

Next up, we’re saving flower petals from florists and wedding venues. We have six products set to launch in 2020.

Our coffee range has now rescued over 120 tonnes of coffee. Based on our current growth rates we estimate that we will have saved an additional 1,000 tonnes in the next five years. Crazy!

What do you think attracted the Sainsbury’s buying team
to your brand?

Claims like vegan, cruelty-free or natural are now basic expectations. ‘Natural’ is the new ‘normal’ – we go a step further with waste-fighting formulations. We have a clear point of difference, and this is important. What other beauty brand can claim that their products have saved literally hundreds of tonnes of valuable ingredients from ending up in landfill?

Secondly – and this is key for Sainsbury’s – is our price point. Ethical, sustainable, fair trade, organic ingredients cost more, and it is also costly to produce handmade products in the UK. We commit to all these things while remaining determined to be a brand whose sustainable products are accessible to all. We do not want price point to be a barrier towards making sustainable choices or supporting a sustainable brand.

Do you have any tips for brands interested in pitching this year?

Be concise, be engaging and clearly articulate the USP of your brand. The story is vital to both retailers and customers. Richard Branson said recently: “The brands that will thrive in the coming years are the ones that have a purpose beyond profit.” Customers are demanding more – better ethics, more transparency, more personality – and Sainsbury’s want to take on new brands who are in alignment with this. Use this pitch to tell your brand story and demonstrate concisely how your products match the eco-conscious ethics of a modern shopper.

The Innovation pitch with Sainsbury’s will take place on Monday 20 April at 10.30am.




100% natural, plant based aromatherapy products for bath, body and home

Corinne Taylor
Tel: 01273 390 439
E-mail:  [email protected]

We bring you 100% natural, plant based aromatherapy products for bath, body and home, created and developed by qualified aromatherapist Corinne Taylor. We are committed to using only natural and organic ingredients of the highest quality, which are kind to both ourselves and the environment. Our award winning products are certified cruelty free and vegan friendly as well as being free from Palm Oil, SLS, parabens and synthetic fragrance. Our range includes Himalayan Bath Salts & Scrubs, Soy Aromatherapy Candles, Room & Linen Mists, Mineral Face Masks, luxury Body Oils and our best selling Dry Shampoo & Talc Free Body Powder. 


Bumi Naturals: Plant Based Face & Body Care

Bumi Naturals Limited
Tel: 07397 388 048
E-mail:  [email protected]

BUMI was born to celebrate and look after our planet with our handmade, 100% natural formulations, packaged in glass jars and eco-friendly labels. Our face and body care range relaxes, protects skin and combats damage caused by pollution by using proven ingredients such as Hemp Seed, Broccoli Seed, Lavender and Rosehip Oils. We pride ourselves on sourcing high quality, unrefined, certified organic ingredients from all over the world to make our beauty remedies. We don’t believe in fillers or ingredients that serve no purpose, and our products are rich and powerful as a result.


BeautyPro CBD Oil Infused Sheet Mask

Tel: 01273 32 32 32
E-mail: [email protected] 

The BeautyPro CBD Oil Infused Sheet Mask is developed with the environment and sustainability in mind.

The 100% plant-based formula is water-free and uses a distillation process for the purest deliverance of active ingredients. Rich in antioxidants, the soothing and nourishing benefits of CBD are infused into a biodegradable bamboo sheet mask. Registered by The Vegan Society | Approved by PETA


Golden Greens Collagen complex

World Foods Brand Management Ltd
Tel: 01782 366080
E-mail:  [email protected]

Golden Greens Collagen complex provides 100% active ingredients with no added to flavourings, colour or artificial sweeteners. Providing a whopping daily dose of 5g of clinically studied Naticol sustainable marine collagen along with 100mg of Hyaluronic acid and organic vitamin C.  It’s the cleanest beauty supplement available and provides excellent value for money ensuring long term loyalty from customers. Available is 10 and 30 day pouches. Available from your Wholesaler



Friendly Cocoa Butter Cleansing Bar

Friendly Soap

Vitamin A, antioxidants, and healthy fatty acids are all crammed into this gorgeous Friendly cleansing bar, with no space left for synthetic ingredients or any fragrance at all. The bar uses one third each of cocoa butter, coconut oil and olive oil, and its wonderful simplicity makes it a great choice for anyone with delicate skin. Packaged in a recycled plastic-free box.

Friendly are registered with The Vegan Society and Cruelty-Free International.


Cbd Massage Oils & Daily Routine (Cleanser & Moisturiser)

Tel: +385 91 604 5050  |  +385 1 2028 900
E-mail:  [email protected]

Meet our organic certified CBD beauty and spa range. Our star ingredient is CBD (Cannabidiol) from EU certified hemp. This potent ingredient restores natural balance to mind, body and soul. 

CBD Massage oil for Relief
A luxurious blend of organic cold-pressed almond and avocado oil, carefully blended with potent botanical extracts and infused with CBD. For functional and aromatic CBD massages.

There is nothing better than a gentle massage to relieve an aching back or stiff muscles and joints. Melt tension and soothe with our special blend of plant-based oils and botanical extracts. CBD soothes, calms and relives tension, while wild Mediterranean lavender relaxes and soothes the muscles and your mind. Hot ginger root extract warms the muscles, Frankincense and Helichrysum relaxes the mind and body to encourage flexibility.

Pro tip: Hot oil massage for best results. Try adding a little oil to your bath for extra relaxation and silky soft and supple skin. ( 4 different massage oil ranges: Relief, Senses, Sensual, Calming & Relaxing, available in 50ml, 100ml and 500ml for professional use).

Cleanser & moisturiser sets
Gently remove make-up and dirt that builds up on the skin during the day, while moisturising the skin at the same time. Calm and restore your skins natural radiance while maintaining your skins natural pH balance. 

Moisturise with lightweight, CBD infused nourishing moisturisers that leaves your skin silky soft. Packed with fundamentally beneficial ingredients to calm and balance your skin, prevent breakouts and restore natural skin tone. Ideal for sensitive and problematic skin types.   All Pura Vida Organic CBD skincare products are organic certified and most products are available in Vegan friendly. Our products are multi-functional and are packaged in eco-friendly, reusable and recyclable packaging. Available for professional spa use and home pampering sessions.


Antipodes Baptise H2O Ultra-Hydrating Water Gel

Kinetic Natural Products Distributor
Tel: 08450 725 825
E-mail:  [email protected]

Introducing the latest innovation from Antipodes, Baptise H2O Ultra-Hydrating Water Gel. This weightless, intensive formula immerses thirsty skin in pure, natural moisture. Deeply thirst-quenching without heaviness or oiliness, the formula is easily absorbed yet powerfully hydrates skin, all day and night. Plant-originated hyaluronic acid works with New Zealand manuka honey and harakeke gel to deeply hydrate skin. Mamaku black fern helps regenerate and foster healthy cells. South Pacific hibiscus flower gently exfoliates deadened skin cells to freshen your complexion. This formulation is clinically shown to increase skin hydration by 52%.


Sodasan 5 Litre Home Refill Range 

Pravera Ltd
Tel: 01557 870203

Encourage your customers to reduce their plastic use and purchase our new 5 litre home refill system. At Sodasan we have now developed the bag-in-a-box home refill range for our best-selling products to reduce plastic waste by 83%! These ecological boxes have the same formulation as the award winning, certified VEGAN products you know and trust.  Available exclusively from The Health Store and Pravera.

Available exclusively from The Health Store and Pravera


NeoCell Super Collagen Powder

Kinetic Natural Products Distributor
Tel: 08450 725 825
E-mail:  [email protected]

New Look! NeoCell Super Collagen offers 6600mg of BioActive NeoCell Collagen Type 1 & 3. Using NeoCell’s technologically advanced hydrolyzation process, large collagen molecules are enzymatically hydrolyzed into small peptides that are both bioavailable and bioactive in the body. The product is both non-GMO and gluten-free, and does not contain soy, wheat, lactose, starch, yeast or artificial flavourings. NeoCell is the world’s leading collagen brand and also a pioneer in the field of nutritional science. They are committed to finding the most innovative and effective nutraceutical supplements and offer the most bioavailable and bio-active collagen peptides on the market. NeoCell’s cGMP facility in Southern California houses state of the art manufacturing equipment.


Booming Bob Organic Skin Care, Body Care & Essential Oils

Tel: 07866 771 627
E-mail:  [email protected]

Booming Bob is an urban and innovative skin and body care brand, where the raw ingredients in each formulation are put front and centre in the spotlight, rather than hidden on the back. Each ingredient is selected for its function, purity and the impact it has on the environment.  Booming Bob is an oil-based skin and body care series, completely waterless, with only potent and nourishing organic oils, waxes and plant extracts used in every formulation. With RRPs from £2.99 to £16.99 and a margin of 35%. Zero Waste, with all products presented in glass and recycled cardboard.


milly&sissy Zero Waste Shower Crème

E-mail:  [email protected]

If you’re looking for the most innovative products to hit the bath & body category for years come and visit us at our stand B3! Our brand new milly&sissy ZERO WASTE shower crèmes, shampoos and hand wash have incredible eco credentials : they’re  VEGAN & CRUELTY  FREE ; Contains 99% natural ingredients; the bottle is REFILLABLE after every use, the sachets are RECYCLABLE  leaving no waste AND you add the water so we don’t need to transport it, giving huge savings in transport carbon emissions – genius! We’re looking forward to seeing you there!  Easy to use – add the water to the bottle, pour in the powder, give it a good shake and leave it overnight for all ingredients to make friends. Then wash away to your heart’s content!


Eco-Max Laundry Liquid

NatBrands Ltd
Tel: 01892 616871

Eco-Max Laundry Liquid is the best-selling eco brand in Canada for good reason and is now available in the UK! Certified by EcoLogo for minimal environmental impact, this vegan laundry award-winner is made with the highest quality plant-based biodegradable ingredients to lift away stains and dirt in hot or cold, hard or soft water. Available with pure essential oil fragrances of Lavender, Orange, Fragrance-Free and Baby in 3 sizes (1.5L, 3L, 6.2L). Gentle on skin, it is free from harsh preservatives, GMOs, optical brighteners & enzymes and uses only sustainable palm oil. Using just 30ml per wash, each 3L bottle can wash 100 loads and is fantastic value! Look out for promotions.

Available from: Tree of Life, Queenswood, Suma, The Health Store, Pitman Berryhill and direct from NatBrands Ltd


Salt of the Earth Ocean & Coconut Natural Deodorant Spray

Salt of the Earth
Tel: 023 8026 7143
E-mail:  [email protected]

Meet the latest addition to the Salt of the Earth range – the Ocean & Coconut Natural Deodorant Spray! Our newest scent uses 100% natural ingredients to provide effective protection against body odour without blocking the skin’s pores. With bottles made from 50% recycled plastic and 50% plant-derived bioplastic, our new natural deodorant is environmentally conscious, skin-friendly and COSMOS certified, containing no GM ingredients, parabens or synthetic colours, fragrances or dyes. 

Approved by both the Vegan and Vegetarian Societies, the Ocean & Coconut Natural Deodorant Spray joins Salt of the Earth’s extensive range of Leaping Bunny Approved body care products.