Mid-Year Personal Care Trends To Look Out For

The personal care industry is constantly innovating to stay on top of the ever-evolving consumer demands. Within the last six months, the industry has been lasering its focus on a few ingredient categories and trends.

The major trends can be summarised in the following categories:

Microbiome Focus

There has been a strong emphasis on skin and hair microbiome, from both the consumers and industry research. Thus, the ingredient suppliers are now gearing up to offer “microbiome-friendly” products, ranging from preservatives to actives. However, brands and formulators must take extra care and should be attentive to the plausibility of the microbiome-friendly claims.

Sustainability

For the past few years, sustainability has been one of the core areas, getting emphasized by every stakeholder in the personal care value chain. However, false marketing of products as eco-friendly or sustainable, also known as greenwashing, has been a real and major concern. Suppliers are adopting advanced methodologies to ensure the traceability of their supply chain, the social & environmental impacts, and the usage of bio-based raw materials. Brands and formulators are even replacing their traditional ingredients with sustainable alternatives, with as much ease as possible. The usage of recycled and refillable packaging is also increasing in the sector, driving the overall sustainability goals of the companies and consumers.

Wellness, Scent, and Emotion

Since the pandemic, a new niche for self-care and wellness products has been established in the industry. Consumers are now looking out for products with aromatherapy benefits, to battle their emotional challenges. While fragrances were typically associated with what consumer was using, the past year has given fragrances a better definition, while relating them with emotions. It is estimated that the self-care and wellness market is currently above US$ 1 Trillion and is expected to grow at a 5% higher rate. Fragrance suppliers are looking to target this wellness market, emphasizing the relationship between scent, wellness, and emotions, by using aromas that allow calming and soothing effects, reduction of stress, or peaceful sleep.

Inclusivity in Ingredients

As part of the 2020 Black Lives Matter protests, the “beauty for all” movement has been in the spotlight for the global personal care company, moving beyond products for melanated skin and textured hair, supporting Black-owned brands, and more. Other trends, such as the growing support for LGBTQ+ individuals and disintegrating gender norms, have made changes to the way in which global companies are retaining their customers. These companies are having a face-off with innovative indie direct-to-consumer (D2C) brands who are ready to fill the gaps. For the last couple of years, formulators and brands have been trying to provide products that are inclusive and caters to the need of consumers of all skin and hair type. Suppliers are constantly innovating, however, they sometimes face issues in having the right set of consumer samples for testing the products and have to rely upon their own employees in some cases. However, brands that can address varied demographics will be more likely to succeed in the already stacked beauty market.

All of these trends indicate the shift of the industry to a more personalized, inclusive, and sustainable future. The demand from the younger generation of customers will drive the innovations in these aspects, creating a new look in the personal care industry.

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