Abstract:

Cosmetics are commonly purchased products, considered nowadays to be necessities, and the cosmetics industry is one of the rapidly growing industries. It is estimated by Statista (2019) to be worth USD 545 billion in 2027, compared to USD 345 billion in 2018.

Currently, one of the main trends shaping the industry is natural cosmetics. According to the Mintel agency (2020), between 2020 and 2030 consumers will be expecting so-called "clean cosmetics", which will pertain not only to their composition, but also to the environmental and social impacts throughout the product's life cycle. This is the result of a higher social awareness – more and more consumers realize that making purchases is not only an economic act, but it also causes certain impact on other participants in the economy (Trivedi, 2019). Additionally, according to the Organic Trade Association (2021), the current strengthening of the natural cosmetics trend has been influenced by, among other things, the pandemic and the increased interest in environmentally- and health-friendly solutions.