Keeping it in the Oil Family: How will natural and organic beauty grow in 2020 and beyond?

O&3 co-founder Thomas Kerfoot reveals how the family-run company is bringing transparency to the natural oils industry and the trends to watch in the coming decade

As we enter the dawn of a new decade, consumer appetite for all things natural and organic is growing from strength to strength as people seek personal care products that are kind to the environment while helping them to look and feel good inside and out.

But in a market currently saturated with 'green' and 'clean' claims, how can brands capture conscious consumers' attention and ride the sustainable beauty wave into the 2020s and beyond?

Thomas Kerfoot is co-founder of natural oils supplier O&3 alongside sisters Jennifer and Eleanor, known as the 'Oil Family', which offers an ever-growing range of more than 500 natural oils, butters, waxes, exfoliants, infusions and essential oils.

Here, he tells Cosmetics Business how their unique family dynamic is key to the company's success, his top tips for budding entrepreneurs and why natural and organic brands should pay close attention to their marketing terminology...


Thomas Kerfoot

How did you get started in the natural oils sector?

Entrepreneurism and oil is certainly in the blood. My sisters and I were raised watching our parents build a reputable business in the natural oils sector.

Post-graduation and experience outside of the family business, we were then fortunate enough to . . .

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