
Since at least the nineties and arguably even before that, the trend has been towards making personal care products that are as natural as possible. The cosmetics business has gone green, both metaphorically and in the case of the labels often literally too. In fact at one point all the labels in the Body Shop were green. ‘Natural’ has become the marketers’ adjective of choice. The Body Shop was of course a pathfinder and pioneer in the world of natural cosmetics in the seventies, but the mainstream was close on its heels. You only needed to turn the television on to see this. Timotei ran adverts that were designed to suggest that their raw materials included wicker baskets full of wild flowers gathered by a blond woman in her nightdress. Continue reading →