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

A number of organic and natural beauty products are seeking premium tag, but how do they win consumer trust?

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 characteristics subsumed