Deeper than skin!
The link between beauty and well-being (both physical and mental) has never been stronger. To be beautiful is of course to achieve certain physical ideals (like having a nice skin or a body that we like) but it is also, and for more and more individuals, to feel balanced, healthy and comfortable with themselves. People want to feel good to look good and this shift can be, for a great part, attributed to the Clean Beauty movement.
Realizing that some ingredients could be harmful to our body and health and banning them from clean beauty products was the first step to a safer consumption. Going even further, brands now offer products that promise to restore skin balance, boost immunity or help regulate our moods, clearly shifting the focus to wellbeing.
Skin is sensitive to environmental factors but also internal changes, like hormone fluctuations. And for women, hormonal changes and menstruations go hand in hand. If women’s cycles have long been a taboo subject, it has evolved a lot in the last few years. Dedicated products such as cups, tampons or period underwear have been flooding the market. Brands, like Fewe or Typology, developed skincare for specific phases of the cycle. The purpose is to adapt to the state of a woman’s skin depending on where she is at in her cycle, and to make these uncomfortable times easier, knowing that she can use skincare to prevent issus like acne or dehydration.
Ingredients to relieve stress and strengthen immunity have gained an increased popularity. From adaptogens (plant extracts or mushrooms, held to increase the body’s ability to resist the damaging effects of stress and promote or restore normal physiological functions) to ingredients inspired from Oriental or Ayurvedic medicine, clean beauty brands want to offer solutions to skin stress factors, and also to help be more resistant to them. Clean beauty brands such as Éminence Organic Skin Care or Naturopathica are all about being proactive in strengthening the skin barrier and improve skin’s function and appearance at a deeper level.
If aromatherapy is one of the biggest trend of 2022, it has to do with its effect on the mind as well as the body. Tata Harper Aromatic Bedtime Treatment or Uma Pure Wellness oil are clean beauty products that combine skincare with scents to help consumers sleep better for the first one and feel calmer for the second. Similarly the fragrance market see new comers offering anti-stress scents (see Nue.Co Forest Lungs, a fragrance formulated in response to our ever-growing distance from nature) or mood boosting perfumes (like Vyrao with fragrances designed as a way of integrating positive energy into everyday life).
We believe this trend is just at its premise and many more innovations, linked to technology advances (like the use AI for skincare or new discoveries in biotech), will continue to blur the lines between beauty and wellbeing. Understanding how consumers’ expectations are evolving and being attentive to the beauty market evolution will be essential to stay at the forefront of this movement.
Monia MERABET, founder of WeOutWow
WeOutWow is a trend and strategic innovation agency. We guide you to accelerate your growth, stay ahead of competition, be creative and develop concepts to out-wow your customers.
Based in Paris and Tokyo with a network of freelance trendspotters around Asia, Europe and the US. We scout new signals, concepts and trends daily in beauty, luxury and all creative industries.
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