# Authentic Ingredient Black-owned businesses bring heritage ingredients to the beauty market. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Jul 29, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/authentic-ingredient ## Key Figures - Trend score: 3.2/10 - Evidence articles: 5 ## What is the Authentic Ingredient trend? **Authentic Ingredient:** Black-owned business founders are tapping their heritage to make traditional African ingredients and practices available in the North American market. Although some of these ingredients have been co-opted by bigger brands, Black-owned companies stand out by offering support to native communities and using language that utilizes terms in-tune with the region of origin. ## The consumer insight behind the Authentic Ingredient trend Since there is a gap in the North American market for answering the beauty needs of Black people and people of color, many consumers from these demographics turn to familiar self-care traditions that they have inherited from their home country or their families. As a result, a desire for products with specific cultural heritages arises. For consumers in this space, authenticity and knowledge of ingredients and practices takes precedence and this motivates many to put their trust in businesses with ties to the country or countries in question. ## At a Glance - Evidence: 5 featured examples - Articles from: Jul 28 to Jul 29, 2020 - Published: Jul 29, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Africa ## Themes within the Authentic Ingredient trend ### Heritage Ingredients Black-owned businesses are bringing traditional African ingredients and practices to the beauty market, answering the needs of consumers who prioritize authenticity and knowledge of ingredients and practices. ### Ethical Sourcing Natural and organic ingredient sourcing, fair trade cooperatives, and partnering with small-scale farmers and local communities for ingredient procurement are becoming increasingly important to both consumers and companies alike. ### Cultural Representation As consumers seek out products with specific cultural heritages, companies that are committed to representing and preserving these cultural practices and ingredients in their products are poised to offer disruptive innovation opportunities. ## What the Authentic Ingredient trend means for industry ### For Beauty Industry From skincare to haircare, the beauty industry is seeing an increasing demand for products that are authentic, natural, and ethically sourced. ### For Sustainability Industry As consumers become more conscious of their impact on the environment, there is an increasing need for companies to prioritize sustainable practices and reduce waste throughout their supply chains. ### For Cultural Heritage Preservation Industry There is an emerging industry focused on preserving cultural heritage by offering authentic products and facilitating conversations on cultural practices and ingredients. ## Workshop question How might you revamp your business practices internally to be able to introduce a product with an authentic cultural experience? ## Trend signals for Authentic Ingredient Trend score 3.2 out of 10, from popularity 44%, activity 43%, freshness 9%. - Popularity: 44% - Activity: 43% - Freshness: 9% ## Examples of the Authentic Ingredient trend 5 featured examples from Jul 28 to Jul 29, 2020. - [Authentic Shea Butter Lines](https://www.trendhunter.com/trends/authentic-shea-butter): Hanahana Beauty Embraces Sustainability, Accessibility, & Transparency (Category: Social Good) Implication: The rise of authentic shea butter products creates opportunities for natural skincare brands to incorporate this ingredient in their formulations. - [Authentic African Black Soaps](https://www.trendhunter.com/trends/authentic-african-black-soap): Alaffia is Making Products with Centuries-Old Recipes Available (Category: Social Good) Implication: Opportunity for beauty companies to incorporate ethical sourcing and traditional production methods into their skincare product lines. - [Black-Owned Natural Skincare](https://www.trendhunter.com/trends/nyakio-beauty): Nyakio Beauty is Infused with Natural & Ethically-Sourced Ingredients (Category: Fashion) Implication: The natural skincare industry has potential for disruptive innovation by incorporating ethically-sourced ingredients and expanding product offerings inspired by different cultures. - [Tradition-Preserving Authentic Skincare](https://www.trendhunter.com/trends/authentic-skincare): Orobaa Utilizes Locally Sourced Ingredients from Africa (Category: Marketing) Implication: Opportunity for the beauty and skincare industry to integrate locally sourced ingredients and cultural authenticity into their product offerings. - [Enriched Luxury Skincare Creams](https://www.trendhunter.com/trends/luxury-moisturizing-face-cream): Epara's Luxe Moisturizing Face Cream Contains Powerful Oils (Category: Fashion) Implication: Luxury skincare brands can seize the opportunity to cater to the needs of people of color with enriched creams and specialized products. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)