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boonaturals Body Care Products

boonaturals Body Care Products


Background: Introduce boonaturals as a branch of boonHive focused on creating genuinely natural skincare products. Highlight the mission to offer alternatives free from greenwashing, emphasizing authenticity and safety, especially for those with highly sensitive skin due to medical treatments like chemotherapy.​

Challenge: Address the pervasive issue in the cosmetics industry where products are often marketed as 'natural' or 'organic' but still contain potentially harmful chemicals. This practice, known as greenwashing, can be particularly detrimental to individuals with extremely sensitive skin, such as cancer patients undergoing treatment.

boonHive is also pioneering a future where digital solutions and physical experiences converge for the greater good. Our suite of offerings – boonDating, boonRecruit, boonHire, and boonaturals – reflects our commitment to creating a world that's not just more connected, but also kinder, more inclusive, and environmentally conscious.


Customer Research
Cosmetic Product Designer

Green Marketing Strategist
Digital Marketing Strategist

eCommerce App Designer

Fulfillment Consultant


Roadmap: Vision, Concept, Approach, Impact


June 2023 - Ongoing


For our boonaturals body care products, we have conducted extensive research into natural ingredients that are both effective and gentle. We want to emphasize the focus on formulations that avoid common irritants and synthetic additives.

Research and Development:

We want to introduce a new innovative line of bentonite-based body care products. Bentonite, a natural clay, is known for its gentle, soothing properties, making it ideal for sensitive skin.

Product Highlight

Bentonite clay falls into the LOHAS (Lifestyles of Health
and Sustainability) market segment.
LOHAS focuses on health, sustainability, personal growth,
respect for the environment and social justice.

LOHAS Market Targeting

The global demand for bentonite stands at US$2.1 billion in 2023 and is estimated to grow steadily at a CAGR of 5.2%* over the next ten years.

Market Outlook

We believe in sustainable practices. boonaturals commitment to sustainability in sourcing and production, ensuring that the environmental impact is minimized. 


We have plans for future product lines and research into additional natural ingredients that can benefit sensitive skin. We want to educate consumers about greenwashing in the beauty industry and advocate for more transparent and honest marketing practices.




Bentonite clay falls into the LOHAS (Lifestyles of Health and Sustainability) market segment. LOHAS focuses on health, sustainability, personal growth,
respect for the environment and social justice. Bentonite clay aligns with the LOHAS principles:
• Natural and organic sourcing.
• Eco-friendly with minimal impact on the environment.
• Health-friendly applications like detoxification and skin
• Sustainability through responsible mining and ethical
• Holistic approach, serving physical, mental and
environmental well-being.

The LOHAS (Lifestyles of Health and Sustainability) market segment in the UK and Europe shares several
common traits:
1. Well-Educated and Informed: LOHAS consumers are generally well-educated and deeply interested in where
and how products are made.
2. Willing to pay more for ethical products: They show their willingness to spend more on ethical, fair trade,
organic, natural and eco-friendly products.
3. Sustainability Conscious: Sustainability is an important factor in their purchasing decisions, often ranking
third after price and brand, and ahead of packaging and advertising.
4. Influence of gender and education: Women in the LOHAS group tend to behave more environmentally friendly
than men, and higher education positively influences environmentally friendly behaviors.
5. Personal values versus income: Personal values are a key factor in LOHAS demographics, overshadowing
income as a determinant of environmental behavior.

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