In a similar vein, the new B Beauty Coalition aims to bring together individual certifications to tackle the industry's substantial impact. Meanwhile, interest in natural and organic ingredients continues to rise – to $11.9 billion in 2020, up 2.9% from the previous year, according to UK-based research firm Ecovia Intelligence. And in this brave new world, with its focus on natural and social equity, traditional ingredients and rituals worthy of Cleopatra are proving rich sources of inspiration. "We have been taught to dismiss tradition and seek out the 'straight-out-of-the-lab'," wrote natural beauty guru Imelda Burke, in her 2016 book The Nature of Beauty. "But, while new developments are important, there is so much we can learn from our forebears."