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Natural and organic skincare is the fastest-growing segment of the cosmetics market — but the same consumers driving that growth are increasingly bypassing finished products and making their own. Here's what's behind the shift, and why brick-and-mortar natural retailers are finding it particularly hard to respond.

DIY skincare has moved from a niche hobby to a mainstream movement driven by transparency, wellness, and confidence. This article explores why more people are making their own skincare — and how retailers can turn this growing curiosity into trust, loyalty, and repeat sales.