No Propylene Glycol.

Schmidt’s Naturals also made sure to prominently reflect the product’s natural ingredients on product packaging, which was redesigned in bright, modern colors. On the cap, a label reads: “Award winning natural formula. No aluminum. No propylene glycol. No artificial fragrance.” All products contain plant-based powders to absorb wetness, with coconut oil and candelilla wax to provide the sticks’ “glide.” As Cammarata explains, it’s the right time for natural products to succeed. “Consumers are waking up, they want to know what’s on their body,” he says. “They want to know everything. Transparency is key to them.” Indeed, the natural beauty and body care market is expected to reach $13.2 billion by 2018, due in part to millennial consumer behavior trends, according to  Transparency Market Research . Brands with a natural and/or botanically derived clinical orientation now represent the largest combined share of prestige skincare sales, reports The NPD Group.

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