Natural cosmetics in pharmacy: opportunities and challenges

In pharmacies, natural cosmetics are no longer selected simply to follow consumer trends. They are increasingly integrated into a broader health and skincare strategy, where products are evaluated for their functionality, efficacy and suitability. While aesthetic appeal and brand identity continue to influence purchasing decisions, particularly among certain consumer groups, they are no longer the sole drivers. This evolution reflects not only a shift in the market, but also a change in how the category is perceived – by both consumers and healthcare professionals.

Recent growth figures underline this evolution. In France, pharmacies have recorded a 10% increase in value and a 7% increase in volume, making them the most dynamic channel in the market. Such performance suggests more than passing interest; it points to structural transformation[1].

At the same time, today’s consumer is more informed and discerning. Ingredient literacy has improved, expectations around transparency have risen, and purchasing decisions are increasingly driven by values as well as performance. Safety, traceability and credibility are central considerations. Proximity also matters: 57% of Spanish consumers state that local brands are their first choice when shopping[2]. Sustainability, meanwhile, is no longer optional; it is a baseline expectation.

Within this context, pharmacy plays a distinctive role. Unlike mass retail, it is viewed as a setting for professional judgement rather than trend-led consumption. Consumers visit pharmacies not only to buy products, but to seek reassurance, advice and rigour. When selected carefully, natural cosmetics sit comfortably within this healthcare-oriented environment.

Understanding today’s consumer needs
Consumers are no longer satisfied with a simple “natural” claim. What they are looking for coherence between formulation, evidence and sustainability. Natural origin is valued, but it must make sense within a broader narrative of safety, performance and responsibility.

Clarity is central. Shoppers increasingly want to understand what ingredients do and why they are included in a formula. Labels that explain the function of key actives in accessible language are far more persuasive than long botanical lists with little context. In this respect, trained pharmacy staff play an essential role, as their ability to interpret formulations and provide tailored advice transforms a purchase into a guided decision.

At the same time, conversations around “clinically proven” and “science-backed skincare” are rising significantly in online discussions[3], reflecting growing consumer interest in substantiated claims. This is not limited to one specific subcategory, but visible across skincare segments. The message is clear: consumers no longer see natural origin and scientific validation as opposites. They expect natural formulations to be supported by credible testing and transparent data.

Sustainability expectations have also evolved. Green-coloured packaging alone is unlikely to convince an increasingly critical audience. Greater attention is being paid to responsible sourcing, supply chain transparency, environmental impact and even practical initiatives such as refill options. For pharmacies, maintaining credibility means being vigilant about overstated or vague environmental claims.

Product innovation is adapting accordingly. Hybrid, multifunctional products are gaining traction – formulations that combine natural ingredients with dermatologically validated performance and address multiple concerns in a single step. For consumers seeking simplicity, time efficiency or better budget management, these “two-in-one” solutions offer practical value without compromising safety or quality.

Opportunities for pharmacy
Natural cosmetics offer pharmacies a clear way to stand out from mass retail and online channels. Here, expertise and personalised guidance take priority over trends or price.

The category also supports patient loyalty. Skincare is routine-based, and tailored recommendations – for sensitive skin, pregnancy or specific concerns – encourage repeat visits and long-term engagement. Professional advice is key: 62% of consumers trust primary care doctors, pharmacists or other healthcare professionals as their main source of information for personal care products[4].

There is also an economic benefit. A carefully curated range, combined with consultation, can boost repeat purchasing and help build a coherent, high-value category. Natural cosmetics add most value in pharmacy when they are curated and recommended with professional guidance, rather than simply displayed on the shelf.

Real challenges
Natural cosmetics also come with real challenges. The main issue is ensuring that claims such as “natural,” “organic” or “vegan” genuinely reflect the product’s formulation. Without clear legal definitions at EU level, consumers may find it difficult to know whether a product truly meets these standards. For example, a product marketed as “vegan” could still contain petroleum-derived ingredients, which might not align with consumer expectations, while a product labelled as “natural” might have only a small proportion of ingredients from natural sources.

This regulatory gap increases the risk of consumer confusion and of shoppers falling for greenwashing, sometimes believing a product is truly “natural” or “vegan” when it may not fully meet their expectations. For pharmacies, this underlines the importance of careful product selection and professional guidance. Choosing products with independent third-party certification, such as NATRUE, rather than relying on unverified brand claims, and providing informed advice helps pharmacists ensure that consumers can make confident, trustworthy choices. Familiarity with recognised certifications is therefore essential to support both recommendation and credibility.

Importantly, regulatory changes are expected to take effect later this year. This gives pharmacy professionals the opportunity to update their knowledge, understand evolving definitions, and ensure that the products they recommend comply with the law, safeguarding both patient trust and professional credibility.

Article written by Paula Gómez de Tejada, NATRUE Global Communications and Public Relations Manager. Originally published on El Botiquín Natural (available here in Spanish.)

References:

[1] https://www.premiumbeautynews.com/en/france-a-sluggish-beauty-market,25437

[2] “Global Beauty and Personal Care Trends”. Mintel, 2025.

[3] “Global Beauty and Personal Care Trends”. Mintel, 2026.

[4] “A new view of care”. Kantar, 2025.