Skincare is evolving, and you may be wondering how and why.
There was a time when the latest skincare trends were not a priority for everyone – only true devotees had the “time to invest”. Today, the category evolves every day. Your skincare routine is no longer a simple necessity; it is a chance to take care of yourself and explore the latest innovations.
Influencers and social platforms
Even if you consider yourself trend-resistant and prefer to stick with what you know, it is hard to ignore the buzz products generate on TikTok and Instagram, or the broader cultural shifts that influence everything from the ingredients in your skincare to the packaging it comes in.
With more than 155 billion views for #skincare on TikTok, it is a subject many consumers know well. Traditionally, we relied on in-store consultations to test the latest products and collect samples; the rise of influencer marketing means consumers are far better informed before they even walk into a store. Beauty and skincare influencers are usually paid through affiliate marketing, and some of the most successful reach celebrity status and position themselves as opinion leaders.
The pandemic sent Gen Z’s interest in skincare soaring, and the trend has continued since, with 90% saying they prefer to invest in skincare rather than makeup. They are far savvier about skincare than previous generations: they actively research ingredient benefits, sustainability and SPF.
Skinimalism
While makeup sales suffered in 2020, the pandemic boosted sales of skincare, haircare and bath products, but the focus was on “skinimalism”, meaning “less is more”, rather than a lavish Korean-inspired 10-step routine. The trend continues, now more than ever, driven by the cost-of-living crisis and a much greater awareness of skincare ingredient benefits, with consumers turning to multitasking products that save them time and money. Investing in the latest skincare products is a delicate balance between quality and quantity: consumers look for products that deliver value, not only in savings but also in added value, which covers a range of factors from sustainability to scientifically proven results and ingredients that deliver on their promises.
Trending ingredients
Ingredients such as niacinamide and ceramides are taking center stage. Niacinamide, also known as nicotinamide, is a form of vitamin B3. It is water-soluble, which means it is not stored by the body. It is therefore essential to replenish our niacinamide levels orally, through our diet (poultry, green vegetables and eggs are good sources), and topically, with targeted skincare products. Ceramides support the skin barrier to retain moisture and help hold healthy cells together, keeping skin hydrated, smooth and healthy.
Several product launches have highlighted the benefits of mushrooms, with Tremella mushrooms offering an effective alternative to hyaluronic acid. This year, mushrooms will be everywhere in beauty and wellness. Bakuchiol is replacing retinol and delivers impressive results without irritation. Witch hazel, a well-known skincare ingredient that acts as a natural astringent to control sebum and prevent acne, is popular again.
Sustainability
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 environmental impact, and it is one of the main contributors to plastic pollution in the oceans.
Suppliers and manufacturers are tackling the problem and innovating every day, from post-consumer recycled plastic for packaging, to bottles designed to be easier to recycle by adding more biodegradable materials, to sourcing eco-friendly ingredients that help minimize accidental harm to nature, while ensuring product efficacy and the expected results.
Carmel Cosmetics Labs is a cosmetics laboratory that works with beauty and wellness clients to develop and grow their brands. If you are looking to develop a brand, reposition or refresh it, or build a strategy to enter new markets, get in touch with us, we would be happy to help.