Trending Naturally May/June 2024

Welcome to #TrendingNaurally, a roundup of the hottest natural trends in the industry.

The beauty industry is constantly evolving, adapting to meet the ever-changing desires and needs of consumers. Join us this month as we delve into four key trends that are shaping the natural beauty and personal care industry.

Tattoo Care goes Mainstream

The growing social acceptance and popularity of tattoos means that more people are getting tattooed, leading to a higher demand for aftercare products to ensure proper healing and vibrant tattoos.

Consumers are looking for specialised products designed to optimise the healing process and ensure long-lasting tattoos, presenting a lucrative opportunity for brands to develop targeted aftercare solutions.

According to Custom Market Insights, the global tattoo aftercare market is estimated to reach $189.98 million by 2032, from $124.97 million in 2023, reflecting a CAGR of approximately 8.25%.

As the tattoo care market expands, brands can create a wider variety of products, such as ointments, lotions, gels, and sprays, catering to different preferences and aftercare stages. This could include gentle cleansers formulated to remove excess plasma and scabbing without stripping away moisture, or moisturisers that offer deep hydration and promote healing, with soothing, natural ingredients, such as aloe vera or calendula to help alleviate discomfort and reduce redness. Sunscreen formulated for tattoos could also be a consideration, as sun exposure can significantly impact the vibrancy and longevity of tattoos.

As the rise of the tattoo aftercare market signifies a shift towards a more natural approach to body art, consumers are increasingly invested in maintaining the health and appearance of their tattoos, creating a demand for high-quality, specialised products. This poses as an opportunity for brands to formulate products that address specific concerns, such as fading or scar reduction and cater to a more niche market.

Christina Aguilera Destigmatising Sexual Wellness

Pop icon, Christina Aguilera is leading the way in destigmatising the topic of sexual health. Since co-founding sexual wellness brand, Playground in 2023, she has been encouraging open conversations and integrating self-care into the beauty world. Along with Playground’s launch of the Pillow Talk lubricant, they have introduced an intimacy hotline to break down sexual barriers.

The growing openness surrounding sexual wellness creates an opportunity for brands to leverage their existing audience and expertise in natural ingredients.

The sexual wellness market includes a wide range of products, from lubricants and intimacy gels to personal hygiene products formulated for sensitive areas, with a growing demand for products that address specific concerns, such as dryness and discomfort during intercourse, or menopausal symptoms. And as consumers become more comfortable discussing sexual health, we may see a rise in educational resources and personalised consultations offered by beauty brands.

This trend is a great opportunity for brands to move towards a more natural approach to well-being, where sexual health is recognised as an integral part of overall physical and emotional health. Beauty and personal care brands that embrace inclusivity and cater to diverse needs within the sexual wellness market are well-positioned to capitalise on this growing consumer interest.

Personalisation of Hyperpigmentation Treatments

Hyperpigmentation, the darkening of certain areas of skin, is a common concern for people of all skin tones. It can be caused by various factors, including sun exposure, hormonal changes, and skin conditions. The demand for effective solutions to address hyperpigmentation is on the rise – an opportunity for beauty and personal care brands to develop innovative products that cater to diverse skin types and tones.

Traditionally, many hyperpigmentation treatments have been formulated with a one-size-fits-all approach, often not addressing the specific needs of darker skin tones. This trend highlights the importance of inclusivity in product development. We can expect to see a rise in hyperpigmentation serums and creams that use a combination of ingredients such as vitamin C, kojic acid, and liquorice root extract to target melanin production and promote a more even skin tone. However, consumers are looking for gentler formulations to address the higher sensitivity often associated with darker skin tones.

The growing focus on hyperpigmentation solutions signifies a move towards personalised skincare and beauty brands that prioritise inclusivity and develop targeted treatments for diverse skin types and tones will appeal to a wider customer base.

Batana (Ojon) Oil for Hair Growth

The global hair oil market was valued at $4.31 billion in 2021 and is expected to reach $6.04 billion by 2030, according to Emergen Research. And following on the heels of the huge popularity of natural hair care ingredients, such as rosemary oil and castor oil on TikTok, is Batana Oil.

Batana Oil, also known as Ojon oil, is gaining popularity for its potential hair growth benefits. This natural oil, pressed from the nuts of the Ojon tree native to the Amazon rainforest, Batana Oil is rich in fatty acids and vitamins known to promote healthy hair growth and shine. While further research is needed to validate these claims, the potential of Batana Oil has captured the attention of the beauty industry.

It is already being increasingly incorporated into various hair care products, such as shampoos, conditioners, and hair masks. However, its potential benefits may extend beyond hair growth, offering additional properties such as frizz control, increased shine, and improved manageability. The natural and sustainable nature of Batana Oil also aligns with the growing consumer preference for clean and eco-conscious beauty products.

O&3 Thoughts…

The beauty industry is constantly innovating to meet the evolving needs of consumers. As we’ve seen in this trend report, the focus is shifting towards aftercare solutions for tattoos, a more open and inclusive approach to sexual wellness, personalised hyperpigmentation treatments, and the exploration of natural ingredients such as Batana oil for hair care. These trends offer exciting opportunities for brands to cater to a wider audience and create targeted products that address specific consumer concerns.