Skin care is evolving, and you may be wondering how and why.
There was a time when the latest skincare trends weren’t a priority for everyone – only true advocates had the “time to invest”. Today, this category is evolving daily. Your skincare regime is no longer just a necessity; it’s an opportunity to pamper yourself and explore the latest innovations.
Influencers and social platforms
Even if you consider yourself trend-averse and prefer to stick to what you know, it’s hard to ignore the buzz around products on TikTok and Instagram, or to ignore the wider cultural shifts that are influencing everything from the ingredients in your skincare products to the packaging in which they’re made.
With over 155 billion views on #skincare on TikTok, it’s a subject that many consumers are connoisseurs of. Traditionally, we rely on in-store consultations to test the latest products and collect product samples, the rise of influencer marketing ensures that consumers are much better informed before they enter a store. Influencers in the beauty and skincare sectors are typically paid for affiliate marketing, and some of the most successful influencers achieve celebrity status and position themselves as thought leaders.
The pandemic skyrocketed Generation Z’s interest in skincare, and this trend continued after the pandemic, with 90% saying they’d rather invest in skincare than make-up. They are far more savvy than previous generations when it comes to skincare: they eagerly seek out the benefits of ingredients, durability and SPF.
Skinmalism
While make-up sales suffered in 2020, the pandemic boosted sales of skin care, hair care and bath products, but the emphasis was on “skinmalism”, meaning “less is more”, rather than a sumptuous Korean-inspired 10-step skincare regime. This trend continues, today more than ever, due to the cost-of-living crisis, fueled by a much greater awareness of the benefits of skincare ingredients, as consumers turn to products that offer multitasking benefits, saving them time and money. Investing in the latest skincare products is a delicate balance between quality and quantity, as consumers look for products that deliver value, not just in terms of savings, but also added value, which encompasses a range of factors from sustainability to scientifically proven results, and ingredients that deliver on their promises.
Ingredients in vogue
Ingredients such as niacinamide and ceramide take center stage. Niacinamide, also known as nicotinamide, is a form of vitamin B3. It is water-soluble, which means it is not stored in the body. It is therefore essential to replenish our niacinamide reserves orally, via our diet (poultry, green vegetables and eggs are good sources), and topically, with targeted skin care products. Ceramides support the skin barrier for moisture retention and help hold healthy cells together, ensuring hydrated, smooth and healthy skin.
Several product launches have highlighted the benefits of mushrooms, with Tremella mushrooms offering an effective alternative to hyaluronic acid. This year, mushrooms will have a strong presence in the beauty and wellness sectors. Bakuchiol replaces retinol and delivers impressive results without irritation. Witch hazel, a well-known skincare ingredient that acts as a natural astringent to stop sebum and prevent acne, has become popular again.
Sustainable development
Environmental awareness is now mainstream, and more and more people understand the impact of their purchasing decisions. The beauty industry has been criticized for the toxicity of its ingredients, its unsustainable practices and its impact on the environment, and is one of the main contributors to plastic pollution of the oceans.
Suppliers and manufacturers are tackling this problem and innovating on the market every day, whether it’s post-consumer recyclable plastic for packaging, designing bottles that are easier to recycle thanks to the addition of more biodegradable materials, or sourcing eco-friendly ingredients that help minimize accidental damage to nature, while guaranteeing product efficacy and desired results.
Carmel Cosmetics Labs is a cosmetics laboratory that works with customers in the beauty and wellness sector to develop and grow their brands. If you’re looking to develop a brand, reposition or rebrand it, or develop a strategy to penetrate new markets, get in touch with us. We’d be delighted to help.