Beauty means more than just covering up imperfections; it shouldn’t feel like an illusion or a temporary solution. For millions of people around the world, beauty begins with wellness from within. Topical solutions still play vital roles in maintaining and protecting health, and people are paying close attention to what’s in the products they put into and onto their bodies.

For many shoppers, free-from messaging conveys simplicity and offers assurance that there isn’t anything toxic or otherwise harmful in the product. While perceptions of “natural” and “clean label” may vary, many people perceive less to be more, especially at a time when we’re all bombarded with sometimes-conflicting information from various sources.

Presenting what’s in your product and why, without ambiguity, taps into consumer demand for transparency. For those products with hard-to-pronounce or unfamiliar ingredients, there’s an opportunity and a need for education and awareness building. For example, according to a recent consumer survey, when buying personal care products, 79% of women said they are at least sometimes confused about ingredients listed on the package label, and 49% would pay more for products with ingredients they understand or recognize.

Demand for natural beauty from within products need not be divorced from science and innovation, as new research uncovers the mechanisms behind aging well throughout the lifespan. As expert Danielle Lin, C.N., writes for our lead story, “If you are an innovator with substance and an entrepreneurial spirit it couldn’t be a better time to enter this vibrant industry. The main difference now is that rather than trying to just get back to ‘natural,’ companies on the fast track to transformation are raising the bar for the next level of success by marrying Mother Nature with science and technology—proving that natural ingredients combined with advanced delivery methods can create products that are more effective than ever before.”