Organic, natural and eco-friendly beauty brands face the trust test

The beauty business in India has seen a big shift in recent years. From being a largely unorganised sector, it now has a profusion of brands, multiple start-ups and a unicorn in the beauty marketplace, Nykaa. But buried in the boom is a trend that could chip away at much of its gains; the widespread use of labels such as ‘organic,’ ‘natural’ and ‘eco-friendly’ as brands seek a premium value, has led to spurious claims and increasing customer wariness. How do brands win and build trust in such a marketplace?   The demand for organic products (and other.....
Key stories on are available to premium subscribers only.

Already a premium subscriber?

Subscribe to get an across device (Website, Mobile Web, Iphone, Ipad, and Android Phone applications) access to Premium content, Breaking News alerts, Industry Newsletters, Stock and Corporate news alerts, access to Archives and a lot more.