London, UK—A market analysis by Ecovia Intelligence found that the North American market for natural and organic personal care products is continuing its positive trajectory, according to a press release from Ecovia.

The analysisfound that consumer demand for “chemically clean” beauty products and increasing distribution are stimulating market growth, leading to revenues now surpassing $5 billion.

Natural and organic hair care products have the highest market share at 9.5%, but most revenues are from natural skin care products, thanks to the popularity of products like moisturizers and masks.

The analysis found that while the market share of conventional retailers is increasing, natural food shops still generate most sales.

Ecovia Intelligence also reported that the leading brands are now owned by large multinationals or investment groups, although new, smaller businesses continue to enter the market, many targeting specific consumer groups and/or specific channels.

Certified products, according to the press release, represent roughly 10% of sales. NPA and NSF ANSI 305 are the most popular standards, but the Non-GMO Project Verified label is the fastest-growing, currently adopted by about 30 personal care brands.