As opposed to other major markets that go through waves, the last couple of decades have witnessed a continuous and rapidly evolving beauty industry that includes a shifting trend towards an increased use of skincare products. Skincare alone forms about 40% of the cosmetics industry. According to Technavio, the global cosmetic skincare market is predicted to grow by USD $38.03 billion during 2020-2024, progressing at a CAGR of about 5% during the forecast period.
Skincare brands catering to specific lifestyles:
Consumers today are more tech savvy, conscious of sustainable production, and in favor of custom-made solutions than ever before. Top skincare brands are constantly challenged to meet ever-changing perceptions of clean ingredients, make their products more diverse and inclusive, and demonstrate authenticity. Overall, we are seeing a shift in beauty trends from the “glamorous look” to the “healthy look.”
Not surprisingly, indie skincare brands are better adapting to consumers’ growing needs than traditional brands. These brands are gaining traction by focusing on specific positioning of single products, for example, Active Botanical Serum by Vintner’s Daughter (facial oil) or the Yo Glow Enzyme Scrub by Huda Beauty (exfoliating scrub).
Though a holistic approach championed by nutritionists and activists has been successful in shaping our lifestyle choices, the proponents of healthy diet do not necessarily use fewer skincare products. The cosmetic industry has banked on the different lifestyle trends to create skincare products for people with active, on-the-go, and healthy lifestyles, to name a few, as well as products that address factors such as hot and humid climates, stress, and pollution.
Skincare products that are formulated specifically for different lifestyles have been identified as one of the top five skincare trends of 2020 and beyond, and this article focuses on the “Filtered by Lifestyle” trend, bringing you a few of the latest innovations in this sector.
Active lifestyle products:
While exercising is healthy for the skin and body, the skin unfortunately is susceptible to damage from external agents such as UV rays, dirt trapped in sweat, chemical pollutants, and automobile exhaust. We report a couple of providers that aim to supplement your active lifestyle with various skincare regimens.
Eir NYC skincare brings a unisex line of products for outdoor enthusiasts who are sporty and athletic. Made from medicinal herbs and therapeutic-grade essential oils, the products claim to accelerate the internal process of skin healing while externally softening and cleansing the skin.
Evereal is targeted toward age-defying active women. this Mexican startup makes sunscreens, cleansers, and serums. All of their formulations are made from green tea extract, shea butter, and white ginger-lily root extracts, with the aim to protect skin from damage by environmental factors.
Skincare for the routine traveler:
Despite the surge in online corporate communications, face-to-face meetings still hold their importance, resulting in 75% of airline revenue from business travel. Skincare has been reported as one of the most ignored aspects of routine travelers. Factoring in potential climate changes, our skin mainly bears the brunt.
Living up to the name used to describe its function of rescuing the skin from the dry dulling effect of an airplane, the Summer Fridays Jet Lag Mask soothes thirsty, stressed-out skin by providing skin cells with a nourishing mix of vitamins, ceramides, antioxidants, and gently exfoliating extracts. This mask can be used overnight or as a hydrating layer under makeup for a renewed and radiating look. It’s great for travel, as you don’t need to wash it off.
One of the best-sellers among skincare products on Amazon, Bioderma’s Sensibio H20 micellar water is an all-in-one cleanser, moisturizer, and makeup remover. Made to suit even the most sensitive of skin types, this solution is said to capture impurities in micelles, which are fatty acid esters, while maintaining the skin’s lipid balance.
For the healthy lifestyle consumer:
The effect of well-balanced nutrition and an overall healthy lifestyle on our skin is inevitable. The conscious act of choosing what to eat and drink and what to avoid should also be extended to what skincare products we use to promote our healthy lifestyle choices.
Using the best ingredients found in nature to help clean, replenish, and heal your skin, Vivoderm offers the most effective natural skincare products for daily use. Ranging from cleansers to antiaging, anti wrinkle, antiacne chamomile body butter, they offer a host of natural products that they claim work well when you follow a healthy lifestyle.
Embracing the idea of healthy living “inside out,” Arbonne applies scientific knowledge to select from nature’s bountiful ingredients for their line of skincare products. Notably, their RE9 Advanced range of products uses sustainable orange stem cell extract for a rejuvenated and youthful look, alpha hydroxyacid, powerful peptides, and brown algae extract. Made from natural ingredients like Edulis Cellular Water, aloe vera extract, and organic witch hazel, their Bio-Hydria provides 48 hours of refreshing hydration for the skin.
Depending on genetic makeup and skin types, the climate where we live, changing weather throughout the year, and the amount of travel between different climate zones, there are varying degrees of impact on the texture, elasticity, and color of our skin. The skin is the most sensitive organ and needs constant care to sustain these climatic changes.
Pourmoi is the first and only climate-smart online skincare brand that claims to provide solutions for our skin’s specific climate needs. The company makes six types of day creams that can help adapt our skin for anywhere between an arid cold climate to a tropical humid climate. Our outer skin produces a bunch of ingredients that together form the natural moisturizing factor (NMF), which changes in order to adjust to the surrounding climate. Pourmoi formulations mainly aim to maintain the balance of the NMF biochemistry.
Busting stress with a skincare aid definitely does not sound like a real solution. Nonetheless, the cosmetic industry capitalizes on the mindset of the busy millennial who hopes to seek refuge in antistress skincare products to boast radiant skin.
Youth to the People
Superberry Dream Eye Cream by Youth to the People is said to smoothen fine lines and wrinkles, provide firmness, and actively hydrate the skin. Formulated with plant-based ceramides, vegan hyaluronic acid, antioxidant-rich prickly pear, and moringa seed oils, this eye cream renders a more youthful look. The product also uses stem cell extracts that stimulate the repair of skin cells.
Nothing beats an aromatherapy-infused bath that refreshes you after a stressful day. Made with a mix of sun-ripened lemons combined with lemongrass and sunflower oil, Dr. Hauschka’s Lemon Lemongrass Vitalising Bath Essence claims to provide a refreshing feeling while nurturing the skin by reducing the appearance of cellulite.
Protecting skin from pollutants:
While the harmful effects of pollution on our skin are well known, any skincare product marketed under the “antipollution” banner should be used with discretion. Experts believe that skincare products can be loaded with pollution-fighting agents like vitamins C and E, algae, niacinamide, ceramide 3, green tea, prebiotics, and zinc oxide, but not be specifically labeled as an antipollution cream. Thus it is important to survey the ingredients while deciding to buy antipollution skincare products.
The vitamin and mineral antipollutant formula Niacinamide 10% + Zinc 1% by The Ordinary contains 10% niacinamide, or vitamin B3, which reduces skin blemishes and brightens skin tone, while the 1% of zinc salt of pyrrolidone carboxylic acid balances the oil content.
The Atmosphere Protection Cream from OSEA is an antioxidant-rich antipollution moisturizer protecting against atmospheric pollutants. The key ingredients of this product include algae, avocado oil, lavender oil, macadamia oil, and shea butter, which together provide essential vitamins and protect against free radicals while keeping the skin hydrated.
How can skincare brands respond to the emerging lifestyle trend?
As consumer needs are often dictated by highly stressed lifestyles and environmental pollutants, the cosmetic industry is challenged to ensure the safety and efficacy of products while maintaining the clean label. To adapt to this change in lifestyles, skincare brands such as PROVEN Skincare are now using artificial intelligence to record daily skin changes and offer personalized recommendations.
Another player in the skin tech field, Atolla, launched in 2019, uses AI, a mobile app, and monthly at-home test kits to aid in personalized skin profiling that alters with lifestyle or weather. Some companies, like Pathway Genomics, are also providing customers with DNA testing kits that enable making informed recommendations based on the individual’s genetic makeup.
With emerging literature around the microbiome that evolves with dietary changes, skincare companies such as ELSI Beauty are investing in personalized microbiome-based skincare solutions.
The skincare industry is definitely moving toward consumer-driven, sustainable, and clean ingredient formulations. With so many factors at play and so many existing brands, the market seems to be saturated with skincare products.
However, going by the overall growth statistics and based on the rapidly evolving body of scientific literature, we believe there is still a lot of room for brands to develop skincare products that will cater to people with specific diet choices (e.g., vegan), provide personalization mixed with media experience (e.g., smart mirrors), and a focus on upcycling waste and creating byproducts for the skin.
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