Tara Olivo, Associate Editor06.10.20
Natural-focused hygiene products have changed the look of hygiene aisles in supermarkets, pharmacies and other retailers. A decade ago shoppers were limited in choice when it came to natural hygiene products—if they had any at all—but today major national brands, store brands and smaller start-ups are all offering their own version of so-called natural baby diapers, feminine care and adult care products.
But what is a natural hygiene product? It really depends. Some brands market specific natural raw materials used in their products, like a cotton-based topsheet or sustainably-sourced fluff pulp in the core. Newcomers to the baby diaper market, like Nest and Dyper, are highlighting compostability in addition to their use of fibers found in nature, while other brands talk about being “free and clear” of certain ingredients or chemicals like chlorine, alcohol, dyes and fragrances. Add to this proposed and pending legislation in the European Union and the U.S. limiting the amount of single-use plastics that can be made, and it’s no wonder more companies are getting into the natural hygiene game.
“Products positioned as
But what is a natural hygiene product? It really depends. Some brands market specific natural raw materials used in their products, like a cotton-based topsheet or sustainably-sourced fluff pulp in the core. Newcomers to the baby diaper market, like Nest and Dyper, are highlighting compostability in addition to their use of fibers found in nature, while other brands talk about being “free and clear” of certain ingredients or chemicals like chlorine, alcohol, dyes and fragrances. Add to this proposed and pending legislation in the European Union and the U.S. limiting the amount of single-use plastics that can be made, and it’s no wonder more companies are getting into the natural hygiene game.
“Products positioned as
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