Essential Oils take it to the Next Level
Over the past years, oils have become a staple in the beauty supply store, commonly located near the register. Some stores even dedicate an entire section of a shelving unit to display a wide range of oil products that are enough to take on a small specialty store. For retailers, oils are a “steady seller regardless of the economy.”
How did oils avoid being a short-lived trend item and become a staple in the beauty market? Why do customers, especially African-Americans, so often buy so many oils? If you don’t know how to answer these questions, you’re just selling a fragrance in a glass jar, but if you truly understand the needs of your customers, they can be a goose that keeps laying golden eggs.
1. What’s behind the rise of oils in the beauty market?
Until the 2000s, a major trend in the beauty industry was “oil-free” products. This is because most consumers used to have a perception that products with oils cause breakouts and greasy skin.
After being cold-shouldered by consumers for being “sticky, heavy, and thick,” oils have met with a drastic shift of wind by the green and wellness movement in the beauty world. Beauty oils made of natural ingredients have been recognized as ‘premium products’ by beauty consumers because they are in line with the wellness trend and are an all-in-one product that moisturizes, nourishes, anti-ages, and protects the skin. It’s like turning your life around from being an ugly duckling to a swan. Nor is it a temporary boom. Far from being a trendy item, oils have been gradually expanding in the beauty market for more than a decade to become a beauty staple.
As oils began to gain traction due to the synergy of product efficacy and the need for natural ingredients, leading brands were quick to spread the word about how to apply oils and introduce all sorts of oil product segments to the market. Currently, there are more than 50 natural oils widely used in the market, including Lavender, Rosemary, Eucalyptus, Peppermint, Lemon, Frankincense, Rose, Jasmine, Cinnamon, Orange, Myrrh, and Tea Tree. Oils have a variety of flavors and properties depending on the ingredients, and their uses are becoming more and more widespread. There are tons of videos on social media about “smart oil use” made available by beauty gurus.
Experts agree on the growth potential of the beauty oil market. According to the ‘Cosmetic Oil Market Report’ published last year, the global beauty oil market was valued at $6 billion in 2022 and expected to grow at a compound annual growth rate (CAGR) of 12.3% during the forecast period of 2023-2032 to reach approximately $19.05 billion by 2032. By source, plant-based oils accounted for the largest market share; by application, the hair care products accounted for the largest market share; and by region, North America accounted for the largest revenue share. North America is expected to lead the global beauty oil market, according to the report.
The ‘Cosmetic Oil Market Size, Share & Trends Analysis Report (2019 to 2025)’ has projected the global cosmetic oil market size to grow at a CAGR of 5.2% through 2025 while identifying the share of each oil. The report pointed at various properties of oils, such as antibacterial, moisturizing, and anti-inflammatory, as key growth factors, and predicted that consumer expectations for organic and natural beauty products, as well as increasing skin problems caused by environmental pollution, hormonal imbalances, and genetic diseases, will continue to drive demand for beauty oils.
Despite the difference in projected growth rates, both reports agree that the beauty oil market is set to expand. Oils’ potential for growth in the OTC market is even greater. This is due to the skin and hair characteristics of their primary customer base, African Americans.
Their skin is often very dry and tends to look ashy or whitish when it is overly dry. This means you’ll need a thicker-textured lotion or oil, such as cocoa butter, shea butter, coconut oil, or petroleum jelly. The same goes for hair. Fine, textured hair has curls, coils, and kinks that make it difficult for the scalp’s natural oils (sebum) to reach the ends of the hair. It will not only cause the hair strands to become dry and brittle but also lead to loss of shine and elasticity. Also, fine hair needs more natural oils secreted by the scalp than other hair types, making their scalp even drier. The constant lack of natural oils is a common cause of dandruff and hair loss.
Breaking this vicious cycle, oils have become the beauty elixir that understandably appeals strongly to African American consumers. This is why oils are taking up a larger and larger space in beauty supplies.
2. Benefits and uses of oils: “a drop of elixir”
The most common types of oils on the market are essential oils and fragrance oils.
Essential oils are 100% natural ingredients extracted from the leaves, stems, roots, fruits, and flowers of plants and are known for their fragrance and medicinal properties. Different oils have different effects and are used for different purposes, such as skin care, respiratory problems, and headache relief.
Fragrance oils are literally oils that give off a scent. Unlike essential oils that are extracted from nature, these are artificially produced oils to create a variety of scents, not available in essential oils, and are used in cosmetics, perfumes, and air fresheners.
Although many retailers carry fragrance oils in a variety of scents as perfume substitutes, we’re going to focus on essential oils with beauty-related benefits. As mentioned earlier, essential oils are versatile, and the hair oils are the most frequently used oils, followed by face oils, body oils, and aromatherapy oils, in the order. Black consumers, in particular, are known to utilize beauty oils in various ways:
– Hot oil treatment
– Pre-poo wash
– Scalp massage for hair treatments such as hair loss control and hair growth
Scalp massage for hair treatment for hair fall control or hair growth
– Lock in moisture
– Heat/sun protection
However, essential oils can be both beneficial and poisonous depending on application. For example, it’s not uncommon for people to apply tea tree oil, which is supposed to be great for acne, and then have a serious break out. In fact, essential oils are highly potent and can cause irritation, so they should be diluted with a carrier oil.
To avoid the side effects that are common when applying stronger essential oils directly to the skin, they are often blended with an unscented or weakly scented plant-based oil, which is called a carrier oil or base oil. Unlike essential oils, which vaporize and act as a strong fragrance, carrier oils do not have a strong fragrance that can disperse in vapor.
There are quite a number of carrier oils, and each has different benefits. The mainstream oils include almond, jojoba, grapeseed, sunflower, coconut, avocado, olive, rosehip, and argan oils, with varying usage, matching and benefits.You can showcase essential oils that work well with their respective carrier oils close together to create a complementary selling effect.
Eight carrier oils for skin, hair, and body care
One of the best carrier oils for skin care, argan oil contains omega-6 fatty acids, linoleic acid, antioxidants, and vitamins A and E. It is highly moisturizing and plays a big role in both hair and skin care. It is widely known for its ability to moisturize hair strands and has been shown to improve skin elasticity, anti-aging, hydration, acne, and complexion.
Essential oil blends with lemongrass, lavender, and chamomile.
It contains saturated fatty acids, which help the skin retain moisture and create a smooth, even skin tone. Its antibacterial properties make it the best carrier oil for relieving skin conditions such as acne, eczema, and psoriasis. Rich in vitamins and minerals, it is also effective for dry and damaged hair and is considered a particularly good oil for hair growth.
Essential oil blends with oregano, sulfur, rose, and tea tree.
It is similar to human sebum, which makes it good for oily skin because it acts as an emollient to help soothe the skin and unclog pores and hair follicles. It can be used to moisturize, protect and cleanse the skin, prevent razor bumps, and improve hair health.
Essential oil blends with sandalwood, sulfur, geranium, lavender, and tea tree.
It is rich in vitamin C, which has anti-aging properties. It contains essential fatty acids that promote cell and tissue regeneration, reducing the appearance of melasma, age spots, and eczema, and improving skin tone and texture.
Essential oil blends with lavender, rose, myrrh, sulfur, and jasmine.
It contains 80 to 100 times more antioxidants and omega 3, 6, and 9 fatty acids than you would get from eating fresh broccoli. It’s a great moisturizer that feels light and non-greasy.
Essential oil blends with jasmine, rose, and rosemary.
Its emollient properties improve complexion and skin tone, and when combined with tea tree or lavender oils, it helps to penetrate pores and hair follicles to gently cleanse the skin. Featuring fast absorption, it seals in moisture to soften hair and increase hair elasticity to revitalize fine, frizzy hair.
Essential oil blends with lavender, tea tree, and orange.
It reduces inflammation and prevents the growth of bacteria, which helps prevent skin problems. Effective in treating skin conditions such as seborrheic dermatitis, psoriasis, acne, and atopic dermatitis, it is rich in fatty acids and vitamins that coat the hair and seal in moisture while protecting keratin.
Essential oil blends with lavender, frankincense, rose, and tea tree.
It is a carrier oil that reduces inflammation, increases collagen production, and helps natural healing of wounded skin. In addition to vitamins B and E, it is rich in amino acids, folic acid, iron, and protein, and it penetrates deeply into the hair strands to nourish and moisturize them. It’s also a highly potent moisturizer, which works great for your face, cracked heels, and dry cuticles.
Essential oil blends with frankincense, cinnamon, and rose.
Some oils are more popular than others! Lately trending, three carrier oils
This oil is pressed from castor beans after they have been roasted or blackened, and is often called “Jamaican black castor oil” because it is native to Jamaica. It is popular in hair and skin care for its ability to stimulate hair growth, prevent scalp infections, treat acne, and balance pigmentation.
Essential oil blends with argan(carrier oil), lavender, rosemary, tea tree, etc.
Hemp seed oil is obtained by pressing hemp seeds and has an ideal ratio of omega 6 and 3, which are unsaturated fatty acids. The moisturizing properties of the oil keep the scalp and hair moist to prevent dryness while adding softness.
It is effective in treating skin conditions such as atopy, psoriasis, eczema, and acne, and it is also known to promote hair growth and vitality.
Essential oil blends with peppermint, eucalyptus, frankincense, rosemary, etc.
Harvested from the marula plant in South Africa, this oil is rich in antioxidants and fatty acids that protect and strengthen skin and hair. It is a lightweight, fast-absorbing carrier oil that is widely used in skin and hair care routines. It is effective against aging/wrinkles and is rich in vitamin C, making it great for complexion.
Essential oil blends with jojoba(carrier oil), lavender, chamomile, tea tree, etc.
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In addition to its soothing scent, it is also known for its excellent healing properties. It reduces inflammation, moisturizes skin, and heals scarred tissue.
Its natural antibacterial and antifungal properties make it an excellent choice for acne and other skin conditions like eczema.
It should be mixed with a carrier oil before use.
It improves skin complexion, reduces wrinkles, and acts as an anti-aging oil. It improves the complexion of the skin as well as soothing and reducing inflammation.
It has anti-inflammatory properties that soothe irritated skin and help cell regeneration for healthier skin. It is known to improve circulation in the scalp, which promotes hair growth.
Its cooling and refreshing properties can help reduce itching and burning. It acts as a natural astringent to keep your skin clear and healthy, and you can add it to your shampoo if you have a dry, itchy scalp.
It contains a natural astringent that restores skin elasticity. It is also excellent for reducing wrinkles, scars, and other signs of aging.
It’s a powerful antioxidant that reduces free radical damage to the skin and helps heal minor cuts and abrasions. It’s also good for healthy hair growth.
Rose essential oil has long been used to improve complexion and soothe irritated skin. It is also known as an effective moisturizer for healthy and moist skin among Black women.
Beauty oils can provide numerous benefits, but individual skin types vary, meaning what works for one person may not work for another. It’s a good idea to do a patch test before applying a new kind of oil to your skin and make sure there are no side effects. It’s also important to use it in moderation as overuse can clog pores and cause breakouts.
3. What oil products sell well on Amazon?
Top 10 best selling carrier oils
|1||PURA D’OR Organic Fractionated Coconut Oil (16 fl oz)||4.6 7,171||$14.49|
|2||Handcraft Sweet Almond Oil (16 fl oz)||4.6 9.089||$9.99|
|3||PURA D’OR Organic Castor Oil (4 fl oz)||4.2 11,855||$14.99|
|4||Viva Naturals Organic Fractionated Coconut Oil (16 fl oz)||4.7 12,829||$14.65|
|5||Pure Cold Pressed Sweet Almond Oil (32 fl oz)||4.7 8,162||$19.95|
|6||J MAC BOTANICALS Organic Fractionated Coconut Oil (16 fl oz)||4.7 228||$9.99|
|7||Tropic Isle Living Jamaican Black Castor Oil (8 fl oz)||4.6 16,689||$14.17|
|8||Handcraft Avocado Oil (8 fl oz)||4.7 4,118||$8.95|
|9||SVA Organics 100% Pure Tamanu Oil (4 fl oz)||4.5 2,321||$9.94|
|10||Plant Therapy Clear Complex Carrier Oil Blend (4 fl oz)||4.0 38||$15.99|
Top 10 essential oils
|1||HIQILI Tea Tree Essential Oil (3.38 fl oz)||4.4 24,552||$8.99|
|2||MAJESTIC PURE Peppermint Essential Oil (4 fl oz)||4.5 95,101||$14.95|
|3||Cliganic USDA Organic Peppermint Essential Oil (0.33 fl oz)||4.6 61,148||
|4||Gya Labs Pure Australian Tea Tree Oil (0.34 fl oz)||4.4 130,494||$6.99|
|5||Brooklyn Botany Lavender Essential Oil (4 fl oz)||4.6 10,208||$9.49|
|6||NaturoBliss 100% Pure Natural Undiluted Eucalyptus Essential Oil (4 fl oz)||4.6 44,628||$9.99|
|7||EVOKE OCCU Rosemary Essential Oil (4 fl oz)||4.4 4,194||$9.99|
|8||HBNO Peppermint Essential Oil (4 fl oz)||4.5 4,341||$9.99|
|9||Siva Lavender Essential Oil (4 fl oz)||4.5 4,170||$9.99|
|10||Organic Tea Tree Oil (1 fl oz)||4.5 18,244||$11.66|
5. List of recommended oils for the OTC market (in alphabetical order)
Absolute New York
Jamaican Black Castor Oil
Based on 100% natural, chemical-free Jamaican black castor oil, each unique blend of oils are created for eight distinct concepts. All Jamaican Black Castor Oil products can be used on both hair and skin and is known for its moisturizing and scalp strengthening properties. Among the product lineup is a beard oil with tea tree & peppermint oil that prevents itching, thickens the beard, and adds shine. It comes with a dropper cap to make it easy to adjust the amount when using it.
1) Rosemary Mint Black Castor Oil
Strengthen your hair with a combination of rosemary and peppermint oils, which promote micro-circulation in the scalp. Also included is black castor oil, which promotes healthy hair growth.
2) Biotin Black Castor Oil
With biotin that improves the quality of keratin, it has a positive effect on fine and brittle hair. A great solution for replenishing hair oils and promoting fuller hair growth.
3) Rice Water Black Castor Oil
Rice water is rich in protein and flavones, which prevent moisture loss and moisturize hair. This excellent moisturizer heals split hair ends.
4) Rose Water Black Castor Oil
Packed with vitamins (A, B3, C, and E), rose water is nourishing, moisturizing, and healing. It’s also great for anti-aging and protecting hair color.
Ebin New York
1) Hair Gro Growth Oil
It effectively penetrates the hair and scalp to promote hair growth. It can be used on all hair types, and you can expect to see a difference in 45 days.
2) JBCO Original
A multi-purpose product that can be used for both hair and skin. It purifies the scalp and strengthens the hair follicles to nourish and promote healthy hair. It creates a coating on the skin that prevents moisture loss and reduces the appearance of wrinkles.
3) Smooth Oil Mango Papaya
It helps soften the hair cuticle and reduces frizz. It moisturizes the skin and fights against skin aging.
4) SRRP Growth Oil
This product is perfect for hot oil treatment and can be used for scalp massage, circulation boost, and hair growth.
Narula Biotin Oil Serum
Made with natural marula oil from South Africa, this biotin oil serum penetrates quickly into the hair for a lasting shine and bounce with a light feel. A total of six products were organized in one display unit: four oil serums, Black Castor, Marula, Argan, and Tea Tree; a Biotin Black Castor; and Biotin Marula Oil Shine Spray. Castor with Biotin Oil serum is especially effective for hair loss prevention and scalp health, and the mist spray is designed to evenly distribute the content on your hair with just a few spritzes and will keep your hair shiny and bouncy all day long.
Jamaican Black Castor Oil Spray
Made with 100% pure Jamaican Black Castor Oil extracted from the finest castor beans, this spray-type product delivers convenience, versatility, and quality at once. Containing essential nutrients, vitamins, and omega fatty acids, this oil spray nourishes, strengthens, and promotes healthy hair growth while soothing the scalp. Available in seven premium essential oil types: Original, Peppermint, Rosemary, Tea Tree, Lavender, Ginger, and Rosemary Mint.
100% Virgin Oils
An essential oils line made of 100% pure essential oils with no added fillers, additives, or carriers. They are formulated for body/skin care, hair nourishment, and scalp massage. Plant-based oils soften and moisturize dry, rough skin, and they leave no greasy residue when used as a massage oil. Jamaican Black Castor Oil line (Original/Argan, Lavender, Peppermint, Rosemary, and Tea Tree blends) and Aloe Vera, Black Seed, Hemp, Neem, and Rice Bran oils make up the total of 11 products.
Jamaican Mango & Lime Black Castor Oil
Organic castor seeds are roasted, ground, and boiled to extract a dark brown, pure, 100% organic oil that is the only Jamaican black castor oil approved for export by the Jamaican government. It strengthens hair from the roots to the ends, treating dry and damaged hair, and its high ash content promotes healthy hair growth. There are 14 varieties of black castor oil products, each with a unique blend of ingredients.
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VIA Natural Ultra Care Oil for hair, scalp, and body brings a natural formula enriched with essential oils to make your hair stronger, shinier, and healthier. It penetrates deeply into the skin, cuticles, and nails to restore moisture balance and leave them soft to touch. Pro Growth Oil, Biotin Oil, Scalp Care Oil, Rice Bran Oil, Neem Oil, and Turmeric Oil have been added to the 2023 New Edition, bringing the total number of varieties to 19, and the compact size makes it easy to carry.