Natural Skin Care Startups Gain Ground Amidst Synthetic Surge

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With a booming market propelled by increasing consumer demand for natural and organic skincare solutions, the industry is experiencing remarkable growth.
According to a comprehensive study by Grandview Research, the global skincare market, currently valued at $134.5 billion, is projected to surpass $177 billion by 2024.

Three Notable Natural Skincare Startups

Several innovative startups have emerged to cater to the evolving skincare landscape.

Santosha Co.

  • Founded by Ashlee Assadi in 2021, Santosha Co. is a Minneapolis-based purveyor of organic skincare products.
  • The company sources its ingredients primarily from Assadi’s family farm in Wisconsin, utilizing the renowned healing properties of balm of Gilead.
  • Santosha’s product line encompasses face creams, toners, oils, and cleansers, all meticulously crafted in-house and free of harsh chemicals.
  • The company’s products are available at select skincare and wellness retailers in the Twin Cities, including Tula Spa.


  • Inspired by a serendipitous encounter at the Minnesota State Fair, Mandy Dobosenski established BeeNaturalz in 2020.
  • The company’s all-natural skincare line features a diverse range of products, including lip balms, body oils, facial serums, deodorants, and bath bombs.
  • Each product is meticulously handcrafted in small batches, utilizing the transformative properties of honey, beeswax, and pollen.
  • BeeNaturalz products are available at local boutiques and are also included in subscription boxes offered by Ecocentric Mom.

Essence One

  • In 2016, Lauren VanScoy founded Essence One, armed with certification in aromatherapy.
  • The company’s mission is to introduce the transformative benefits of aromatherapy and promote natural approaches to mental health.
  • Based in Minnesota, Essence One produces an array of products, including essential oil blends, soaps, beard and body oils, and aromatherapy mists.
  • VanScoy’s line emphasizes stress and anxiety relief, with the option for customized blends tailored to individual needs.
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