Real Trends in Natural Skincare in Jordan
Before creating a product or launching a sales strategy, many brands make the same mistake: they assume what people want, instead of simply asking.
In the world of natural skincare —especially in a country like Jordan, where interest in clean, conscious beauty is growing— understanding your audience is not a luxury. It’s essential.
That’s why I recently ran a simple survey with 109 participants in Jordan. While the sample isn’t large enough to represent the entire population, the insights I gained were real, valuable, and deeply helpful.
First, I want to thank everyone who took the time to respond. Your answers were incredibly useful for Maya Botanicals, a brand that is committed to creating natural skincare with high-quality ingredients — always designed for those who seek honest, plant-based solutions.
Who responded to the survey?
Most respondents (59%) were between the ages of 31 and 50, with the highest percentage in the 41–50 range.
93% were women.
The majority live in Amman (47.7%) or Irbid (36.4%).
Why does this matter?
Because it clearly tells me who I’m talking to. If most people interested in natural skincare are women over 30, then my messaging and product development need to reflect that: effective, safe, and trustworthy skincare made with care.
How often do they buy natural skincare?
• 59.8% – Sometimes
• 19.6% – Always
• 18.6% – Rarely
• 2.0% – Never
Why does this matter?
Because it shows that a large portion of people are already interested and open to natural skincare, but many are not consistent buyers yet. This is where education, trust-building, and clear communication become essential — to turn occasional interest into long-term loyalty.
What do people buy most often?
(Participants could select more than one option)
• Moisturizing creams – 46.8%
• Handmade soaps – 44%
• Hair oils – 37.6%
• Body butters – 29.4%
• Solid shampoos/conditioners – only 11.9%
Why does this matter?
Understanding which products are most popular helps prioritize efforts to meet customer expectations and deepen engagement with proven favorites.
Question 5 – What do people value most in a natural product?
(Multiple responses allowed)
• 100% natural ingredients – 64.2%
• Non-allergenic / gentle – 47.7%
• Good price-to-quality ratio – 36.7%
• Pleasant scent – 31.2%
• Long-term effectiveness – 27.5%
• Quick results – 26.3%
• Locally made – 21.1%
• Small-batch / handmade – 9.2%
• Fragrance-free – 6.4%
• Strong fragrance – 10.1%
• Colorful – 3.7%
• Cruelty-free – 1.1%
Natural ingredients and safety come first.
With over 64% prioritising 100% natural ingredients and nearly 48% looking for gentle, non-allergenic products, it's clear that people want authenticity and safety above all. These are the foundations of trust in a skincare brand.
Price still matters.
A significant 36.7% care about getting good value for their money. This means that while people are willing to invest in quality, the product must feel worth it. Transparent communication about ingredient sourcing, formulation quality, and longevity of use can justify the price.
Scent is appreciated — but balanced.
31.2% like a pleasant scent, while only 10.1% want a strong fragrance and 6.4% prefer no fragrance at all. This tells us that subtle, natural scents (like those from essential oils) are welcome — but overpowering perfumes are not. This aligns perfectly with Maya Botanicals’ minimalist approach.
Quick results are desired — but not essential.
Although 26.3% of participants want quick results, this must be understood in context. Most natural products work over time, not instantly. Educating clients about the benefits of long-term, gentle care is key here. Quick results often come from synthetic or aggressive ingredients — not from the kind of conscious skincare we offer.
Locally made matters to many.
21.1% value local production — a number that, while not the highest, is still meaningful. It shows growing support for homegrown brands, especially when they align with quality and sustainability values. Highlighting that Maya Botanicals is made in Jordan with local herbs and oils can strengthen this connection.
Why does this matter?
While natural and safe ingredients are at the top of the list, many customers are also motivated by price, gentle scent, locally made products, and — to some extent — visible results. This mix of values confirms that the Maya Botanicals approach is aligned with what people care about, and it also shows where we can continue growing: in education, transparency, and highlighting what sets handmade, natural care apart.
Because it confirms that many people want real, effective, and kind-to-skin products. They’re not looking for artificial fragrances or bright colors — they want something authentic, safe, and simple. It's important to highlight that about 24% of respondents want quick results and this is interesting.
My products focus on long-term benefits rather than immediate effects. Natural ingredients usually work gently and gradually, providing lasting improvements instead of fast but temporary fixes often found in products with harsher chemicals. This is a conscious choice to prioritize skin health and sustainability over quick fixes.
What about allergies or skin sensitivity?
• Yes – 12.8%
• No – 58.7%
• I’m not sure – 22.9%
• Specific reactions to sulfates or coconut-derived ingredients were mentioned
• Sensitive to certain ingredients or high temperatures – 5.6%
What does this tell us?
Over 40% of respondents either have confirmed sensitivities or are unsure about how their skin reacts to certain products. This is a significant segment that requires extra reassurance and clarity when it comes to ingredient safety.
The “not sure” group (22.9%) represents an opportunity. These customers may have had past irritations but don’t know what caused them. Clear, transparent labeling — and promoting simple, gentle formulas — helps build trust with this group.
Known allergens like sulfates and coconut derivatives should be clearly stated when excluded from formulas, especially since these were specifically mentioned. This builds confidence and positions your brand as sensitive-skin friendly.
Heat-sensitive skin (5.6%) might seem like a niche, but in a climate like Jordan's, it’s worth acknowledging. Lightweight, cooling, and non-greasy formulas will appeal to this audience
Why does this matter?
A large part of the audience either deals with sensitive skin or needs guidance to avoid potential irritants. Positioning the products as safe for sensitive skin, with clean, minimal ingredients, and free from common irritants like sulfates, fragrances, or harsh preservatives
Where do people prefer to shop for products like ours?
• Local stores – 31.2%
• Social media – 22.9%
• Pharmacies or supermarkets – 21.1%
• Websites – 15.8%
• Craft fairs and bazaars – 9.2%
Why does this matter?
Physical presence is still strong.
With nearly a third of respondents preferring local stores, it’s clear that in-person shopping matters. People want to see, touch, and possibly test skincare products before buying —
Social media is a major discovery and purchase channel.
At 22.9%, social media is not just for branding — it’s a key sales avenue. This reinforces the value of consistent, informative content, DMs for orders, and building trust through stories, reviews, and real interactions.
Pharmacies and supermarkets offer convenience.
These are trusted environments, especially for people looking for reliable skincare. While this channel might be more challenging to enter, it signals the kind of credibility and visibility customers expect.
Websites are growing, but need support.
With 15.8% preferring online stores, it’s worth investing in a user-friendly website — but also promoting it regularly. Many clients still need to be guided toward using your site instead of just Instagram or WhatsApp.
Fairs and bazaars matter — but as a niche.
Though only 9.2%, these events create personal connections, let people try products, and are great for feedback and community-building. They're especially useful for launching new products or building loyalty.
Conclusion:
Customers want to shop where it feels comfortable, trustworthy, and accessible. That means combining digital presence (social media + website) with a physical one (stores, fairs). A multi-channel strategy ensures you're meeting people where they already are — and that's essential for growth.
Would they recommend Maya botanicals products to others?
Over 74.4 % of people said they would very likely or quite likely recommend them.
That tells me that when the product works and people are happy, word of mouth still works. And that kind of loyalty is priceless.
At the same time, there is another percentage 25.7% who are less likely to Not likely to recommend the products.
This feedback is equally important because it highlights areas where improvements can be made—whether in product formulation, communication, or customer experience—to better meet everyone’s needs and increase overall satisfaction.
Why is it essential to conduct a study like this before launching or growing?
You avoid costly assumptions.
You don’t need to guess which products to launch or who to target.
It helps you prioritize.
You can speak your customer’s language.
If you know what they value (natural ingredients, gentleness), you can create clear and effective communication.
You identify real opportunities.
For example, developing a specific line for sensitive skin or including products with quick effects.
Like products for sensitive skin, fragrance-free options, or hybrid shopping experiences (online and offline).
Maya Botanicals was born from a desire to return to the essential: to the power of plants, conscious care, and beauty without additives.
I’m Victoria Coronado, the founder of Maya Botanicals a brand based in Jordan.
For years, I’ve studied, experimented, and listened — to my own skin and to the experiences of others. That’s how I discovered that less is more.
No perfumes.
No artificial colours.
No animal fats or milks.
Only oils, herbs, and butters that truly nourish.
Every formula is made with pure, responsibly sourced ingredients, created to support real people who want real, natural long-term solutions.
Thank you for being part of this journey — and for helping me keep creating with purpose.