The organic cosmetics market in Belgium

Cosmetics are beauty or care products belonging to 5 main categories:

toiletries (soaps, shower gels, deodorants, toothpastes, etc.),

skin care (creams, lotions...),

hair care (shampoos, masks, dyes, oils...),

make-up (powders, foundations, lipsticks, eyeshadows...),

fragrances and perfumes (eaux de toilette, perfumes...)

there are a number of grey areas in the use of the term "organic", with consumers often confusing natural products with organic products. The main criteria for qualifying as "organic" include the absence of certain potentially harmful chemicals (parabens, phthalates, aluminum salts, petrochemicals , etc.) and the presence of at least one organic ingredient.these products are certified by various private labels (not the European label, which only applies to food products), which ensure that they meet a number of criteria .

The global market is booming, with major cosmetics groups such as L'Oréal increasingly offering organic products and even brands. Organic" is a way of renewing certain product ranges and winning the trust of consumers. Confidence is key to winning market share, hence the proliferation of different labels or the marketing of independent brands through specific distribution channels such as specialist retailers. We should also mention the success of online sales, a real growth driver for both large and small players.

In Belgium, cosmetics sales fell by over 4% between 2018 and 2019 in value terms, but the "organic" segment continues to grow. The organic segment is seen by players as an interesting growth relay in a rather mature market. Among the main players, major cosmetics groups such as L'Oréal, Clarins and Yves Rocher compete with various Belgian brands specializing in the organic segment.