A term continually popping up at events and industry seminars is “consum’actor,” and while the word may look strange, it refers to a profound change taking place in the world.
Consumers are no longer content to be passive recipients of companies’ goods and services but are embracing thoughtful consumer habits – guided in their choices by ethical and environmental considerations. In its truest sense, this consumer reflects the ideology of 20th century French League of Consumers who founded the slogan in 1909: “I spend, therefore I am”.1
More recently, ethical consumption hit mainstream in the 1990s with the boycott of brands like Nike and Gap2, which highlighted unethical manufacturing practices. This also ushered in an era of ingredient scandals in the food and beverage industry including the use of Sudan Dye and illegal colourants and flavourants, while subsequent investigations revealed the use of harmful additives and preservatives in the skin-and personal care industry. These disclosures led to the development of not only a more safety-and quality-oriented industry, but also the rise of the informed consumer.
While consum’actors are still a minority, it is a powerful one – especially in the era of social media where committed consumers are willing to become brand ambassadors for products that meet their ethical targets.
This ties into information by trend consultants Bain & Co. Their research concluded that increasing retention of customers by even a small percentage (5% for instance), could lead to a rise in sales of between 25% and 55%.3 This is a powerful endorsement, and one way to drive these consumer communities is by highlighting the ethical roots and traceability of your products in line with future strategies. 3
Partnering with a highly specialist ingredient processor such as Novastell and its supplier partners will enable you to formulate and develop a distinctly ethical range of products for personal care, nutricosmetics and food supplements. We list some of our products that can assist you on this journey.
Hemp oil
The popularity of CBD and hemp infused beauty products is undisputed. Market Data Forecast indicates that the category, valued at $82.45mn in 2021 is predicted to reach $1.253.51mn by 2026 – showing an incredible growth of CAGR (Compound Annual Growth Rate) of 37.3%. This ingredient is hot, hot, hot!
Hemp oil can be used for all types of skin, offering a proven solutions to dryness, acne, sensitivity, and inflammation, while its proven antioxidant properties can reduce painful and inflammatory skin. According to the EU (European Union) cosmetic ingredient database, hemp-infused oil can be used as a surfactant, cleanser, emollient, and skin conditioning agent. The success of these ingredients is driven by the fact that hemp molecules are easily absorbed in the skin.
Hemp oil is obtained from the seed, and the oil offered by Novastell is 100% French from seed to oil. To take full advantage of all these exceptional properties on our body and our skin, hemp oil can be used in cosmetics but also as a food supplement.
The fatty acid composition of hemp oil, and more particularly omega-3 fatty acids, gives it multiple properties, as does its vitamin E composition, which offers antioxidant properties.
Black Cumin Oil
Nigella sativa seeds, also known as black cumin, have been used in traditional medicine and cosmetics since ancient times. Nigella seeds were found in the tomb of Pharaoh Tutankhamun and their oil is cited as one of Queen Nefertiti’s beauty secrets.
This oil is still very popular today, in fact, it is used in many formulations in both dietary supplements and cosmetics for its broad properties as antioxidant, anti-inflammatory, anti-fungal. All scientific evidence points to thymoquinone as its active ingredient, a component that is essential to monitor to ensure the quality of the oil.
Primarily known for its use to promote gut health, Black Cumin Seed Oil is used in skin care applications to hydrate, soothe acne, burns, and other unwanted blemishes. With its high concentration of antioxidants, it can also work at reducing the appearance and signs of ageing, such as fine lines when used as a carrier oil in moisturisers.
Novastell offers this cold-pressed black cumin oil standardised to 3% thymoquinone content through two commercial brands, both of which have been scientifically studied. ThymoQuin® is dedicated to food applications, and B’utyQuin® is intended for cosmetic applications.
Tibetan Sea Buckthorn oil
Known as “holy fruit,” in Tibet, this centuries-old compound used to treat coughing, digestive problems, skin issues, wounds, and burns – even depression. More recently, science has discovered that it offers a very dense nutritional content of Omega 3 6 7 9, vitamins, and antioxidants.
As one of the most potent plants, Sea Buckthorn is rich in proanthocyanin, flavonoids, and polyphenols with an antioxidant ability seventy times stronger than vitamin C. Wild-harvested and sustainable Sea Buckthorn contains the full spectrum of Omega’s but with the highest known concentration of Omega 7 known in the animal or plant kingdom.
As a novel unsaturated fatty acid, Omega 7 that was initially discovered by scientists at Harvard Medical School in 2008 with research showing that it may assist in preventing cardiovascular disease, cholesterol accumulation and lipid deposits in blood vessels, in addition to aiding mucous membrane regeneration in the ocular, oral, respiratory, intestinal, vaginal, and skin tissues and truly the perfect fit for those brand owners looking to develop products for the ever-growing beauty from within market. 4
The market for personal care and nutritional oils was valued at $960.3mn in 2017 and is expected to register a CAGR of 6.1% to 2025, and its continued growth is linked to the multifunctionality and compatibility with other ingredients during the formulation and development phase of new products.
Novastell’s range of specialist skincare compounds and materials include French Hemp Oil, Tibetan Sea Buckthorn, Black Cumin Oil with a full portfolio of anti-ageing agents such as tocopherols and Vitamin E. But why not talk to our team of experts and discover the science behind our products or further advice on how to formulate the perfect skincare product for your brand!
Reference:
1,2 Consum’actor: when consumers change the rules of the game – Trendsformative
3, Emollients & Oils for Personal Care and Cosmetics Market Report, 2025 (grandviewresearch.com)
9Sea Buckthorn | Organic, Innovative, Clincially Proven — Puredia
Innovations in Food (& Beverage) Technology is a quarterly magazine distributed globally both in Print and Digital formats. www.innovationsfood.com. Twitter: @Innovfoodtech. Instagram: @innovationsinfoodtechnology. Linkedin: www.linkedin.com/in/terry-prior52
