Last year's cinematic odes to the '70s, "Boogie
Nights" and "The Ice Storm," depicted the decade in
all its tacky glory--a time when polyester reigned supreme,
synthetics inspired oohs and aahs, and prepackaged TV dinners
delighted convenience-seekers.
But during that same decade, a few daring dissenters shunned the
synthetic lifestyle and tapped into a more natural way of life.
During the '70s, for example, Tom's of Maine began selling
nonphosphate liquid laundry detergent, natural toothpaste, natural
shampoo and, eventually, natural deodorant, mouthwash and shaving
cream.
In 1962, Riquette Hofstein, now 50, began working furiously in
her kitchen slicing and dicing grapes, strawberries, pears and
apples to put in her all-natural beauty-care products--products
that shunned chemicals and preservatives and weren't
tested on animals.
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At the time, some thought Hofstein's idea was a little
on the fruity side. The plastic-loving masses labeled these types
of natural businesses "granola" or
"hippie." When people heard the word "natural,"
they immediately conjured up images of love beads and
Birkenstocks.
Today, more than a quarter of a century later, the concept has
come to fruition naturally. Riquette, for one, plugged away
and created a niche for her all-natural beauty-, skin- and
hair-care products--not to mention an impressive business. Riquette
International Inc. now includes a retail space in Beverly Hills,
and Riquette has written three books and made frequent appearances
on TV talk shows.
But those pioneering entrepreneurs from the '70s are no
longer the only players in the field. Indeed, the whole nation is
taking notice of what could be called a "natural"
phenomenon.
Sherrie Strausfogel, beauty editor for Let's Live
magazine, began writing a column on natural beauty products in 1997
and has seen a marked increase in consumer and corporate interest
in the natural arena since then. "The recognition of the
selling power of natural products is growing," says
Strausfogel. "Even the big guys, like Lancome and Maybelline,
are taking notice and adding natural ingredients to [some of] their
products," she adds.
You may think that if the big guys are entering the market,
there isn't any room for newcomers. Actually, the opposite is
true. The participation of the cosmetics giants is actually driving
the growth of the natural products industry and helping to educate
consumers about the benefits of nonchemical-based products.
And as the desire for all things au naturel rises, so does
the opportunity for entrepreneurs.
Frances Huffman, a freelance writer in Pacific Palisades,
California, is a former senior editor for
Entrepreneur.
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