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What’s new in natural beauty?

We take a look at the up and coming trends in the world of natural beauty

The world of natural beauty is constantly changing and evolving with new products and brands coming to market all the time. Here we take a look at some of the newest trends to emerge in 2017 and the products and ingredients to look out for.

Essential oils
Essential oils are predicted to make a big comeback this year. “Essential oils have been around for many, many years but have been forgotten about a bit,” says Shona Wilkinson, nutritionist at “Their return is in line with the 2017 theme of ‘natural’ and ‘holistic’ products.” Sonja Dymalovski, a skincare expert with What Skin Needs adds: “We can see that in terms of skincare ingredients, we are going back to basics – less is more! Essentials oils are packed with vitamins, amino acids and antioxidants so they won’t dry your skin. Instead, they can smooth fine lines and heal blemishes at the same time.”

Omega-3 from algae
Omega-3 is a key nutrient for supporting soft, nourished skin. Experts are predicting that the market for omega-3 from algae is likely to increase, in line with the growing demand for environmentally-friendly and sustainable products. Shona Wilkinson says: “We know that there is a real concern about the sustainability of fish due to overfarming of our oceans. Omega-3 from algae allows us to have the benefits of the nutrient without affecting our fish stock.”

“If you want great skin, you must heal your gut first,” explains Shann Nix Jones, author of The Good Skin Solution: Natural Healing for Eczema Psoriasis Rosacea and Acne. “An emerging trend is the use of probiotics in skincare. Research from the American Academy of Dermatology shows that the benefits of probiotics extend beyond the digestive tract to the skin. Skin prone to autoimmune conditions including eczema, rosacea, psoriasis and acne has shown improvement with daily probiotic use, giving dermatologists reason to consider supplementing traditional skin therapies with a dose of this beneficial bacteria.”

Intelligent skincare
A trend to watch out for in 2017 is that of ‘intelligent’ skincare. “This incorporates carefully selected premium quality ingredients at peak potency,” says Agnes Donazy of Pure and Light organic skincare ( “It involves brands creating their own base creams and manufacturing in small batches to minimise storage times. Intelligent skincare combines aromatherapy, herbal medicine and homeopathy to create complex formulations that sense and intelligently adapt to the skin condition and its changing requirements.”

Green power
Avocados have long been used to make nourishing skin masks, but a number of natural beauty brands are now using the green fruit in their skincare products. “Avocado is a great source of vitamin E, which is essential to maintain general health, but it is also known as the ‘youth vitamin’ with its anti-ageing properties’, explains leading nutritionist Dr Marilyn Glenville (

Margaret Weeds, the founder of natural and organic skincare brand Odylique ( adds: “Avocados are full of vitamins, minerals and phytonutrients, and add a creamy, nutrient boost to smoothies. But their antioxidant vitamins A and E and omega-3 fatty acids are prized for their skin-caring benefits too. Avocado oil is absorbed deep into the skin to promote hydration, collagen production and tissue repair.”

Spiritual skincare
“Wellbeing and health practices are being combined into skincare lines,” explains Imelda Burke, author of The Nature of Beauty (Ebury, £20). “Health disciplines such as Ayurveda give us new ways to choose our skincare based on your dosha (or type) and crystal elements are being combined into what has been dubbed ‘spiritual’ skincare – trends such as these are becoming more obvious in the marketplace.”

New textures
“Expect to see natural and organic skincare sheet masks, face brushes for toning the skin and more variation in textures – with products that change colour or texture (from beads to oils) when in contact with the skin,” says Imelda Burke.

Vegan hair products
Vegan hair products are going to be one to watch this year, according to Karine Jackson, former London Hairdresser of the Year and organic colour expert ( “We’re so much more conscious of what we’re putting into our bodies with food and drink that it’s filtering through to what we put on our skin and body and the products we use in our hair,” says Karine. “There are more and more options out there for people to make a switch. We’re noticing it more and more in London and it will definitely spread throughout the UK. Vegan colour doesn’t mean a compromise on trend – we can achieve anything from the usual blondes, reds and brunettes to blues, pinks, yellows, greens and everything in between.”

Naturally beautiful hair
“Naturally beautiful hair trends are big for this year,” says Rae Palmer, former Southern Hairdresser of the Year, WeLove Salons, Petersfield. “Think tumbling summer waves and glossy, thick hair. Your hair and scalp need the best pH-balanced products but also the right protein and moisture ingredients in the products. Also remember there’s no such thing as a hair type – your hair changes with your diet, health and so on, so what works at one time might not be right forever. Using the best products is essential but they only treat the hair and layer of skin/scalp you see. Therefore, ultimately, the best way to think about getting the best from your hair and healthy scalp is through your diet.”

Glossed everything
“After the big trend of matte lips it was great to see lipgloss making a comeback for 2017,” says Rebecca Goodyear, brand consultant for Kinetic Natural Products Distributor, who supply leading beauty and health brands including Pacifica, Antipodes and Avalon Organics. “Lip gloss helps lips appear fuller as it gives depth. The shine makes the lips appear healthy and more youthful. It’s not just lips, however, that are up for a glossing. Glossy eyelids are still a big look, and the gloss trend has also moved to cheekbones and collarbones – think about how you would use a highlighter and try substituting your highlighter for either a clear or nude gloss.”

Lipstick as blusher
“Make-up artists frequently use lipsticks on the cheeks, but the success of pulling off this look all depends on the quality of the lipstick,” says Rebecca Goodyear. “Ideally, you want a product that’s not too matte, not too glossy and fairly sheer. The colour needs to be considered carefully; the shade needs to be fairly neutral. Think pale pinks, beige-pinks and corals and be sure to use a primer on your skin first to create a long-lasting barely there but beautifully blushed look. Wear the same colour on both your lips and cheeks to tap into the monochromatic make-up trend of 2017, in a stylish and modern way.”

How to get fresh, glowing skin

“The newest trend for spring 2017 is fresh, glowing, smooth skin,” explains Birute Thomas, make-up artist at WeLove Salons. “To have healthy, beautiful skin means understanding your skin type and creating a skincare regime that meets your needs, as well as finding the time to follow the regime morning, day and night. We all know about the importance of cleansing, toning and moisturising daily but I would also like to acknowledge other beauty treatments that come in many forms:

  • Serum – delivers targeted natural ingredients depending on the type – such as anti-ageing, brightening or soothing. Serums also deliver key natural ingredients that help refresh, rejuvenate and renew the skin’s appearance. Apply daily – morning and evening – after cleansing and toning and before moisturiser; a little goes a long way.
  • Eye cream – can reduce the appearance of puffiness, smooth the look of fine lines, brighten dark circles and replenish moisture. The skin around the eyes is delicate and thin; it loses moisture rapidly so needs to be treated with care. Choose one with plenty of botanical ingredients in it.
  • Face mask – the benefits are endless. Face masks draw out impurities from beneath the top layer of the epidermis. They also exfoliate, tone, hydrate, protect and leave skin feeling smooth and soft. Look out for masks containing a variety of specially selected essential vitamins, antioxidants and peptides.
  • Moisturiser – Both hydration and protection are critical for a soft, smooth complexion, even for oily skin. Use a suitable moisturiser for your skin type that is non-comedogenic (i.e. doesn’t clog pores). Select an appropriate day and night moisturiser, as they each deliver unique benefits.
  • Day cream – with SPF; delivers hydration and other benefits such as anti-ageing, oil absorption, as well as broad spectrum UVA/UVB protection.
  • Night cream – contains key ingredients at effective levels to support the skin’s natural nightly restorative process and provide moisture barrier protection during sleep.

Regardless of your age, it’s always important to hydrate, exfoliate and protect your skin!

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