Nontoxic beauty is thriving—and the innovative, high-performance products entering the space are proving that the category has staying power.

Natural and organic personal care experienced an 8 percent sales increase in natural retail in 2015. What's driving this sales boost? Medical breakthroughs are proving some of the risks associated with cosmetics chemicals—and mainstream media is covering it. But interest in the space isn’t as closely tied to fear as it once was. Thanks to innovation and performance, demand is more about want than want not