During my time as a beauty and grooming writer (and that’s 17 years and counting), the idea of organic skincare has been the hardest of sells. Often viewed with scepticism and suspicion – especially among men – the efficacy of ‘natural’ products was doubted and even derided.

At worst, organic skincare was seen as nothing more than a pretentious, middle class gimmick.

How things have changed. Most of us now have at least something in our grooming repertoire that features organically-farmed ingredients and we’re (rightfully) becoming a nation of avid label checkers.

According to the Soil Association, sales of certified organic beauty products have increased by 13% in the last year, helping grow a market now worth more than £62million in the UK alone. So, why the sea change?

Assessing the problems 

For the answer you only have to look at our increasing interest in health and nutrition – as we become more mindful about what we put into our bodies, so we are more conscious about what we put onto them.

As well as the sharp increase in veganism (the number of people avoiding animal products has risen by 360% in the past decade, which has a knock on effect for the entire natural beauty industry) and the awareness-raising impact of high profile environmental stories like the forthcoming ban on ocean-polluting microbeads – the tiny plastic spheres used in some skincare products to exfoliate skin.

Mind over matter 

All these things have helped focus our minds on what’s actually in the lotions and potions that populate our bathroom in pretty much the same way we now think carefully about what’s in the food that fills our kitchen.

And it’s not just old hippies who are leading the charge – and I say this as an old hippy myself in case you take umbrage – but millennials, too.

According to the Organic Trade Board, it’s the under-35s who are most engaged with the current organic boom, which bodes well for the future of the industry.

Scepticism, it seems, has been replaced by acceptance and niche has become normal – which isn’t just great news for the beauty industry but for your skin and hair, too.

LEE KYNASTON is a firm believer that real beauty comes from the inside. However, he sees no harm in giving the outside some TLC.

GO ORGANIC WITH SEVEN OF THE BEST

1. Antipodes Manuka Honey Day Cream, £39.99, Feel Unique

2. Neal’s Yard Remedies Organic Facial Wipes, £6, Neal’s Yard Remedies

3. Dr. Hauschka Lemongrass Vitalising Body Wash, £14, Dr. Hauschka

4. Green People For Men Exfoliating Face Scrub, £13.50, Green People

5. Dr Bronner’s Organic Peppermint Shaving Soap, £9.75, Planet Organic

6. Daniel Galvin OrganicHead Oh! Detox & Purify Shampoo, £7, Daniel Galvin Junior

7. Optiat Purifying Exfoliating Face Mask, £17.95, Optiat

Read more: The rise of clean beauty