Kerfoot Group has revealed five natural oils that are reportedly resonating with consumers in personal care and cosmetic applications amid the COVID-19 pandemic.

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Plant-based oils have been known for versatility and performance in personal care applications and due to the increasing globalization of ingredients, the choices available to brands and manufacturers are broadening. To brands, this means that oils can be selected for nutritional qualities, which must be aligned with the consumer demand for quality, authenticity and provenance.

“It’s fascinating to see how purchase decisions are being made under these market conditions today,” says Simon Corner, sales and marketing manager at Kerfoot. “For the consumer, there is a renewed focus on moisture and the natural oils that can provide this. As we move deeper into ‘the new normal,’ shoppers are searching for products that can protect or restore the skin. More time spent indoors as well as the necessary personal protective equipment that is common today has put the spotlight back on hydration for many of us.”

Corner notes the five most trending natural oils that consumers are starting to gravitate toward is coconut, grapeseed, jojoba, argan and olive oil.

“We are seeing marked growth in several plant-based oils in skin care applications and one of the qualities that unite them is that they provide hydration,” continued Corner. “Natural oils can be a powerful and attractive addition to personal care formulations. Coconut Oil has been growing for some time but is accelerating in today’s market. The distinctive aroma of coconut is also proving a hit as consumers can’t go on holiday physically. It also offers powerful hydrating qualities that don’t just nourish and soothe skin and hair–but locks moisture in as well.”

Previously: Beginner's Guide to Natural/Organic

Kerfoot has worked closely with brands from artisanal manufacturers to large-scale multinational brands, which is how Kerfoot is able to learn these insights into consumer trends. The company offers a portfolio of more than 500 natural oils, kinds of butter, waxes and bases to the personal care sector.

Corner continued to note how grapeseed is an oil that is not as commonly used but is starting to become a rising trend with consumers. Grapeseed is seen to be ideal of body butters and face creams due to its moisturizing properties. Corner states that the grapeseed oil’s light texture makes it a versatile for formulations and the linoleic acid not only helps moisturize but also reportedly reduces the size of pores.

“Across the sector, consumers are demanding that products do more than one job, which often means that ingredients need to play more roles. Because of this, we’re also seeing an upswing for jojoba and argan oil, two natural oils that lock in moisture but can also offer more,” continued Corner. “Jojoba, for example, has a similar structure to the skin’s natural oils, which can nourish and moisturize without feeling slick or oily to the touch and is ideal for sensitive skin. Similarly, the argan oil’s ability to protect skin by restoring elasticity alongside its anti-inflammatory qualities is making waves in the sector. This upward momentum is likely to continue being introduced in new product development projects as we move forward.”

Olive oil is not only a kitchen favorite but being more utilized in personal care formulation as a hydrating ingredient for shampoos, conditioners, hand creams, balms and moisturizers, says Corner.