A look at the best superfruits around the world

According to Mintel, a market research company,  in the past three years, they have seen a five-fold increase in the use of superfoods and fruits in global beauty launches.

Mintel global new products database have noted how superfoods and fruits have been added in the past year in skin, haircare, soap, bath, shaving, and depilatory products. They predict this trend will continue as it capitalises on the health benefits these ingredients have to offer.

Mintel gives a good example of a super fruit, avocado on how it crossed over into cosmetics. Avocado’s natural actives that it contains helps make skin healthier, this is all thanks to marketing around its health and nutritional benefits.

Philippe Daigle, Product Manager at IFFLuca Meyer Cosmetic group which also owns Australia South Cross Botanicals, says consumers are attracted to the use of superfruit on personal care products ‘’believing if it’s good for you to eat, it must be good for the skin too’’.

He continues saying many superfruit active ingredients are used in local market-focused products that do not always carry universal appeal but consumers relate to products more easily if there is a local connection. Although everything is globalised, many people prefer to buy local ingredients.

Many such products are targeted for millennials because they are the generation of consciousness but the older generation is also shifting their ways to natural ingredients as they may be scared of chemicals.

The trend of superfruits will continue to rise steadily as more consumers will prefer products with natural ingredients.

The challenge for many companies will be to ensure the sourcing of ingredients are harvested sustainably or even grown organically and that the fields of fruits are grown without pesticides.

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An example from South Cross Botanicals is Superox-C, an extract from Australia Kakadu plum, the world’s richest source of vitamin C. According to the company, Superox-C fights oxidative stress to reduce the appearance of wrinkles, improve skin radiance, and boost luminosity.

In the Philippines, they have a citrus fruit called Calamansi which is gaining momentum in Asia, in particular, South Korea due to its high content of vitamin C.

Vitamin C remains the most popular ingredient in anti-aging and whitening/brightening skincare across the globe and the universal preference for natural /organic skincare ingredients.

Southern Cross Botanicals sources Tasmania pepper fruits for its anti-itching/ burning relief properties and lime pearl finger fruit sourced from Australian rainforest shrub micro citrus australascia, a natural source of a-hydroxy -acids ( AHA) considered to be excellent for exfoliation.

Then we have cornelian cherry, which is used in traditional Chinese medicine, and it certain to become a highly successful beauty ingredient in the future. While in South America, they have acerola cherry which has been described as a the vitamin C superstar. In 2017, both of these ingredients were used by Naturex, a cosmetic ingredient supplier to launch its Energy Boost concept, a facial skin cream, to provide an anti-oxidant boost.

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BRAZIL

Brazil is rich in biodiversity. Their beauty sector often depends on its countries fruits, nuts, seeds for vitamins and minerals. Also, as we know, it is the home of the Amazon rainforest offering a range of superfruits.

Cupuacu, an Amazonian superfruit and a cousin to cacao is becoming more popular.  Rich in fatty omega acids, antioxidant polyphenols, essential minerals such as vitamins A, B, and C, can nourish dry cracked skin and sun-damaged hair.

Another superfruit in Brazil skincare products is maracuja or passion fruit which hides a wealth of vitamin C in its yellow pulp.

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The most known of the amazon superfruits is acia berry. It has been used in food nutrition world in recent years incorporated into smoothie bowls and protein powders. The berry’s vitamin C properties have also seen Brazilian beauty companies take advantage. The use of acia oil in products such as shampoo, conditions, and essential oils for its anti-aging and regenerative benefits.

SOUTH AFRICA

South Africa also has rich indigenous botanicals. We look at the Western Cape based skincare brand Katavi, which has a range of all-natural skincare products. The sausage tree fruit (kigelia), baobab tree fruits, marula, and moringa which are all rich in vitamin C are credited with their main indigenous ingredients ‘’big five’’ cosmetic superfruit.

Their product, Katavi, N/um Kigelia Booster Serum is formulated by the sausage tree fruit to revitalise the skin to encourage smooth skin tone and targets photoaging caused by UV radiation, pollution, wind, and chemicals.

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Other companies such as Cape Town based manufacturer, Afriplex aims to potentially unlock traditionally used African botanical remedies. The company currently produces 5 million packed annually on behalf of their clients and its vitamin C range includes rosehip, buchu, and sausage tree ingredients.

The retail portal faithful to- nature.co.za is a comprehensive platform for locating cosmetic, health, and beauty products based on vitamin C enriched superfruits. Brands include South African companies, Pure Beginnings, The Apothecary, The Victorian Garden, Aya, Oh-Lief, Earthsap, African organics, and Baocare.

INDIA

The love of skin whitening creams in India makes superfruits very appealing as an ingredient. ‘’Vitamin C is a very good antioxidant that helps in lightening your skin colour and so many companies are using vitamin C in them ’’ says Susham Khan, the founder of cosmetics advisor Makeup Factory in New Delhi, tells Cosmetic Business.

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In their Fair & Lovely Ayurvedic whitening cream, Hindustan Unilever claims to have added Himyalan cherry as an ingredient as well as saffron, poppy seeds, manjistha ( Rubia cordifolia), and several other herbs.

Other Indian skincare products that use superfruits Forrest Essentials Eternal Youth Formula which contains litchi juice and dates extracts.

Several major brands such as Ayurvedic brands, including Ayur herbals and Khadi Natural, have shampoos including fruit ingredients such as amla (India gooseberry) and shikakai ( Acacia concinna). New Dehli based Biotique market Green Apple Shampoo and Conditioner containing apple juice, and Banglore based Himalaya Herbals makes Black Head Clearing Walnut Scrub containing walnut granules.

As cosmetic companies are moving towards tapping into the growing demand in India for organic products, they are using more oranges, lemons, and India gooseberry as ingredients.

This appeals to the traditional knowledge about superfruits that have long existed and was used in households doing home remedies,  for example, dried peels of oranges or lemon are grounded and mixed with gram flour was used by women as face scrubs.

There other fruits that many cosmetic companies use in India such as mango papya, Kiwi, ashwagandha ( winter cherry) and figs  and we see the use of nuts such as  walnuts and almonds.

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In India, as in the rest of the world, superfruits deliver a real added value to cosmetics, and no doubt cosmetic companies will continue to research ecosystems to find that special natural ingredient.