One bad drought can mean big trouble:
As for established companies, many are trying to find ways around both the scarcity and price issues. The first is to work directly with the farmers. Other brands are getting more creative — Brown says Pai is in the process of developing ways to get better access to anti-inflammatory echium, the star ingredient in its, hinting that she's even considered putting a greenhouse on the roof.
While this method can lead to materials that are made in bigger quantities, are less dependent on weather and are ultimately cheaper, it opens up a debate much like the one surrounding the use of GMOs in food.
By and large, the brands operating in the natural beauty space are hoping that the current momentum the category has going will also help to facilitate the changes they're hoping for. For Carriol, whose lanolin-containing products are regarded as more environmentally friendly alternatives to petroleum-based Vaselines and Aquaphors, that has been the case, to an extent. "Blogs and consumer demand for natural, non-petroleum alternatives are really heeded to by retailers," she says.
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