Article by: Perry Romanowski

We’re in the process of launching a new course about formulating natural cosmetic products.  You can see our latest video here.

Formulating natural cosmetic products

In the process of putting together this course I’ve been looking at the different ways that cosmetic companies market their products as natural.  While it seems that almost everyone has some kind of SKU or advertising targeting natural there are a number of brands that really focus solely on a natural positioning.  Here are the top 15 natural brands as of 2013.  Interestingly, it is big companies that dominate.  However, there is a big hole for companies like P&G and Unilever as they don’t have any top brands…yet.

Burt’s Bees (Clorox)
Aveda (Estee Lauder)
Aveeno (Johnson & Johnson)
The Body Shop (L’Oreal)
Nu Skin
Hain Celestial Group
Dr. Perricone, MD Cosm
Bare Essentials
Tom’s of Maine (Colgate-Palmolive)
Dr Bronner’s
Yes to Carrots
Aubrey Organics

Incidentally, if you are interested in natural formulating be sure to get our free formulating natural cosmetics report.



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    Another “natural” brand which is becoming huge is three:

    Three has an interesting marketing concept. Although the brand is considered “natural”, their products don’t look made by hippies, but more sophisticated… Out of curious, this brand – like Jurlique – is owned by a big Japanese cosmetic company called Pola.

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    I try to only use natural lines and some of my favorites are Tata Harper, Naturapathica, Shea Terra and Pai. There are some really wonderful high end lines out there…

    1. Avatar
      Perry Romanowski

      Interesting. Thanks for letting me know.

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