# Free-From Private Label Cosmetics Clearly by Best Choice Personal Care Products are Aromatic By Michael Hemsworth | Published 2023-08-04 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/clearly-by-best-choice References: [storebrands](https://storebrands.com/awg-launches-private-label-personal-care-assortment) & [awginc](https://www.awginc.com) The Clearly by [Best Choice](https://www.trendhunter.com/trends/pure-wonder-by-best-choice) personal care products have been unveiled by [Associated Wholesale Grocers](https://www.trendhunter.com/trends/hello-world-by-best-choice) ([AWG](https://www.trendhunter.com/trends/private-label-cereals)) as a series of cosmetic solutions for consumers that have a free-from formula. The product range includes 11 varieties in total such as shampoo, conditioner, lotions and body washes that are each free from phthalates, sulfates, parabens and formaldehyde. The products come in three scent options including Tea Tree, Lavender and Citrus Thyme to give them a decidedly more nature profile for consumers to feel good about. Healthy and Beauty Care Category Manager at AWG Sara Sapp spoke on the Clearly by Best Choice personal care products saying, "We’ve seen this category double in dollar share since 2016, so we know consumers are looking for natural options in their health and beauty products. AWG’s Clearly by Best Choice brand is focused on the better-for-you consumer, so these products are a perfect fit for the brand.” ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 41% | Activity: 58% | Freshness: 17% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Natural Personal Care Products:** The Clearly by Best Choice personal care products cater to the growing demand for natural options in health and beauty products. - **Free-from Formulas:** The free-from formula of the Clearly by Best Choice products addresses consumer concerns by eliminating phthalates, sulfates, parabens, and formaldehyde. - **Aromatic Cosmetics:** The scent options of Tea Tree, Lavender, and Citrus Thyme give the Clearly by Best Choice products a nature-inspired profile, appealing to consumers seeking a more aromatic experience. ### Sectors Adopting This - **Retail:** Retailers can tap into the growing demand for natural personal care products by offering the Clearly by Best Choice range. - **Cosmetics:** Cosmetics companies can benefit from the trend towards free-from formulas by developing their own line of products with similar attributes. - **Health and Beauty:** The health and beauty industry can explore the opportunity of creating aromatic cosmetics that provide a nature-inspired experience to consumers. ## Related on Trend Hunter - [Free-From Private Label Cleaners](https://www.trendhunter.com/trends/nature-grocers-brand-household-cleaners.md) - [Premium Private Label Cosmetics](https://www.trendhunter.com/trends/real-root-by-sprouts.md) - [Scentless Personal Care Capsules](https://www.trendhunter.com/trends/bio-d.md) - [Sensorial Personal Care Products](https://www.trendhunter.com/trends/osana-naturals.md) - [Grocer-Launched Vegan Skincare Products](https://www.trendhunter.com/trends/vegan-skincare-products.md) - [Private Label Pet Products](https://www.trendhunter.com/trends/pure-wonder-by-best-choice.md) - [Coastal-Inspired Personal Care Sets](https://www.trendhunter.com/trends/personal-care-set.md) - [Performance Plant-Powered Bodycare](https://www.trendhunter.com/trends/nature-of-things.md) - [Free-From Deodorant Ranges](https://www.trendhunter.com/trends/toms-of-maine-deodorant.md)