As more people use organic and natural personal care products, the companies behind these goods are becoming more aggressive about courting them.

Honest Company, founded by the actress Jessica Alba in 2012, introduced its first brand campaign in February. Éclair Naturals, a body care line introduced last year, is advertising for the first time. And the pioneering company Burt’s Bees, which has grown since 1984 from a manufacturer of honey and beeswax products in rural Maine to a producer of about 350 natural health and beauty care products now owned by Clorox Company, is increasing its marketing after advertising on TV for the first time in 2014.

The new outreach — and the activism that often accompanies it — perhaps should not come as a surprise. According to Spins, a Chicago-based consulting company, sales of natural body care products — which do not contain artificial colors, preservatives, flavors or sweeteners and are minimally processed — jumped 10.6 percent, to $1.1 billion, for the year that ended March 19.

In addition, according to the Organic Trade Association, organic personal care products — defined as those containing at least 70 percent organic ingredients, as defined by the United States Department of Agriculture — are “still only 1.25 percent of total U.S. sales of personal care products, so there’s lots of room to grow.”