Organic is booming - even in cosmetics. Consumers, who not long ago were questioning what kind of food they were consuming, have started to pay attention to which cosmetic products they use on their bodies. The positive development of natural cosmetics is primarily attributed to the megatrend of health and the trend towards nature. More and more retail companies have recognized this positive trend and are already offering these products to customers. However, the dynamics, complexity, and importance of the natural cosmetics market quickly reveal that it is not enough to simply have a few products on the shelf. Retail companies that want to manage their offerings efficiently and effectively, and thereby differentiate themselves, must take action by utilizing category management to curate their product range. Natural cosmetics should be regarded as a distinct product category.