The global natural skincare products market size was valued at $10.84 billion in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 5.0% from 2020 to 2027. Much of this growth is due to what seems to be an endless supply of social media coverage from influencers, brands, and advertisers touting the latest and greatest product. 

Naturally, no pun intended, most of these products rely on lofty marketing promises to convey sustainable and organic practices. Unfortunately, the reality is that most products use ingredients that are derived from natural ingredients, without disclosing exactly what they are made from. According to the Food and Drug Administration’s guidelines on cosmetics labeling, the “FDA does not have the resources or authority under the law for pre-market approval of cosmetic product labeling. It is the manufacturer’s and/or distributor’s responsibility to ensure that products are labeled properly.”

The current market has turned into a case of “buyer beware”. The question now becomes, how do you find truly natural products and trust what is inside of them? To learn more, we spoke to AMIAS, a new natural brand inspired by the ancient land of Assos, found by the Aegean Sea in Turkey. AMIAS is special as its brand and brand identity are rooted in nature, focusing on delivering simple, yet effective natural products that rely on pure ingredients to produce beauty and hair products. 

To Better Understand a Company, Understand Their Story 

With a plethora of products on the market, consumers generally rely on face value branding to select a product. To avoid getting stuck with a product that misaligns with your beliefs, it is always important to understand where exactly a brand and product came from. In the case of AMIAS, the inspiration for launching a natural beauty line was a mix of necessity and history. 

AMIAS, which means ‘loved’ in Latin, was chosen to represent the self-love and self-care that people desire. The team behind AMIAS includes an eclectic mix of entrepreneurs with different backgrounds. Two are parents, one is a vegetarian, and one is currently pregnant. The team was struggling to find products that they felt comfortable using on themselves and giving to their families. Additionally, the team shares a core goal of limiting environmental impact whenever possible. 

AMIAS was started as a necessity to fill a gap in the market and solve real personal needs from the core team. This passion is reflected in the products themselves. AMIAS products use sugar cane to produce bottles, create soap bar paper from sustainable forestry, and even the flakes used in the company’s delivery boxes are biodegradable.

Just as important as sustainability are the ingredients used in AMIAS products. All products are free from commonly used harmful chemicals and AMIAS transparently displays accurate percentages of bio-based natural ingredients – without the marketing fluff. At the core of the ingredients are 100% natural essential oils which have the added benefit of producing strong fragrances. None of the products use SLS, SLES, parabens, silicone, or palm oil. Due to these rigorous standards, AMIAS products can be used for all skin types and are even suitable for vegans.  

Since launching earlier this year, AMIAS has received praise and seen traction from an engaged, international customer base of people looking for healthy, organic, environmentally friendly, and vegan products. This already includes repeat customers from countries such as Germany, Austria, the UK, Turkey, Saudi Arabia, and the UAE. 

AMIAS is currently being sold online on the company’s ecommerce website, offering 11 unique products that all follow the company’s mission. Currently, AMIAS products are shipped across the EU with plans to expand to other regions in the near future. The company is also currently expanding its range to include natural children’s and baby products.

If there is one takeaway from the current natural health and beauty market, it is to understand the people and inspiration behind a brand to understand how and why the products are made. In the case of AMIAS, it is clear that the founders live what they preach and this is noticeable in the quality and care put into each AMIAS product.

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