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Natural beauty the current trend12 June 2017Hard to believe in a country seemingly obsessed with heavily made-up media personalities like the Kardashians, but three in five (59%) of American women prefer ‘the natural look’, according to new research from Mintel.In addition, 54% of millennial beauty consumers in the US are also embracing ‘the natural look’. However, Mintel points out that ‘the natural look’ is not to be confused with the ‘no make-up’ look. The majority of millennial women report spending just 20 minutes or less on their regular beauty routine and one-fifth (18 percent) say their beauty routine consists of four or less steps.Mintel further reports that easy to apply multitask products are best suited to meet new consumer’s expectations. In addition, younger consumers are also more interested in ethical and natural beauty products. For more information log on to www.mintel.com.