Natural has become a must-have marketing claim in cosmetics. But behind the “clean” promises, a real strategic war is under way between local brands and the big international players (episode in French).
In this episode, we look at the strengths and weaknesses of each side:
🔹 Local brands, closer to their terroir, with recognizable ingredients and a craft-led approach.
🔹 International brands, backed by certifications, R&D teams and huge marketing budgets.
We cover:
• How consumer expectations around natural products are changing
• Why local sourcing and ingredient traceability matter
• The risks of greenwashing and how to avoid them
• Practical ways to position a local brand against the global giants
A must-listen for any brand that wants to win in natural skincare without compromising on authenticity.