Social media is one of the primary factors that are driving the overall growth. Because of the increase in popularity and consumer preference online companies have been able to improve customer reach, and expand their customer base. The demand for organic skincare, haircare and colour cosmetics drives consumers to look for natural and organic labels. Organic beauty should be worth just under $22bn by 2024. This means that natural and organic skincare will form close to one-third of the total global organic beauty market.