With a growing awareness of additives, toxic on non, consumers are demanding transparency, simplicity and choice for the products they buy or consume.  This rising consumer awareness of the choices we make is disrupting all kinds of markets.

See Why Customers (and Celebrities) Love This Cosmetics Company

Non Toxic LipsticksWhen Beautycounter’s founder couldn’t find cosmetics without potentially toxic chemicals, she just created her own.  These kind of direct solutions to cleaner,  simpler  products and markets  can be seen in the many  local food movements popping up across the country.
One outcome from these disruptive movements is a greater sense of community.  Communities and markets are forming  around  making products that consumers want and trust.  This is where lots of future opportunity lies.