The cosmetics retailer reveals the 5 greatest traits for wholesome magnificence in 2018 in a brand new report
Body care | Hair care | Ingredients | Skin care
Healthy and clean beauty inspires some of the biggest industry trends, from microbiome personal care to eco-friendly skin care – and that’s just the beginning
Market overview: at a glance
What’s in this report?
Top 5 trends:
1. Microbiome skin care
3. Functional foods
5. DIY beauty
Summary & areas of growth
World’s top 5 largest health and beauty markets in 2017
Sold only through health and beauty specialty retailers. Source: Euromonitor International
Major market challenges addressed
Sell through health and beauty
Source: Euromonitor International
An established megatrend, healthy living encompasses a more holistic view of health that goes beyond disease prevention. It promotes physical and mental well-being and combines inner health and outer beauty.
It has spawned some of the most influential personal care trends today, from tackling pollution to microbiological beauty. This drives the success of brands with healthy beauty positioning, but it also poses challenges.
Brands are under increasing pressure to prove that their products are truly beneficial for skin health. “Brands need to conduct serious clinical tests to assess the effectiveness of the formula, the innocence of the formula and also the suitability of the formula for sensitive skin,” says Sue Nabi, founder of the Orveda brand for healthy skin care. She adds, “We have invested in more than 20 clinical studies with over 300 people and this is necessary to create health-focused formulations.”
Another problem is whether consumers are now suffering from “clean fatigue”. Lucie Greene, Global Director of JWT Innovation Group, notes the backlash against a recent story about thyroid cancer posted on Goop’s website: “While consumers continue to be concerned about chemical levels in products, there are indications they are getting tired of some brands” and Products “claim more when it comes to” clean “health and wellbeing. ”
While it makes sense for health-focused beauty brands to continue to apply the ethics associated with natural claims, brands positioning their products as alternatives to traditional formulations should take a new stance based on their own proven skin health benefits.
Healthy beauty: overview
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