Trending Naturally August 2024

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

As Psoriasis Awareness Month unfolds, it’s an opportune moment to highlight emerging trends and innovations within the skincare industry that address various skin conditions and concerns. Join us today, as we explore the hottest trends that reflect a broader shift towards natural, multifunctional, and inclusive skincare solutions, highlighting the industry’s responsiveness to diverse consumer needs and preferences…

Wonderbalm – A solution for managing psoriasis?

Every August is Psoriasis Awareness Month, a time dedicated to raising awareness about the skin condition. It is a month aimed to educate the public, support those affected, and promote research for better treatments and potential cures.

According to the World Health Organisation, psoriasis affects around 125 million people worldwide (2-3% of the global population) and despite extensive research, is not definitively categorised as an autoimmune disease, with the exact cause remaining unclear.

For those living with psoriasis, the journey is often overwhelming. The visible nature of the condition can ruin self-esteem, leading to deep psychological distress and social withdrawal. While some people only endure mild discomfort, others experience excruciating symptoms, such as intense itching, persistent pain, and even joint complications, known as psoriatic arthritis.

The lack of a known cause or cure can feel disheartening to those suffering from the disease, however, a natural solution has emerged that has been formulated to help manage the skin symptoms of psoriasis’.

Inspired by Korean Beauty, Wonderbalm, an all-natural formula containing olive oil, shea butter, candelilla wax, orange peel oil and vitamin E, is a multipurpose beauty balm developed to aid a range of skin needs, including psoriasis, as well as eczema, irritation, sun burn, dermatitis, and more. The vegan and cruelty-free balm can be used as a moisturiser, lip balm, hair mask, makeup primer, and even for tattoo aftercare.

As we come to the middle of Psoriasis Awareness Month, join us at O&3, as we spread knowledge, reduce stigma, and increase the understanding of psoriasis, whilst encouraging those with the condition to seek treatment and support.

Growing Popularity of Anti-Pollution Skincare

The growing popularity of anti-pollution skincare products is becoming a key driver in the global beauty and personal care market. And according to Technavio, the market is expected to expand by $50.9 billion between 2024 and 2028, at a compound annual growth rate (CAGR) of 4.73%, with the demand for skincare solutions that protect against environmental aggressors is on the rise.

The surge in demand for anti-pollution skincare is an opportunity for beauty and personal care formulators. The trend emphasises the importance of developing products that effectively protect against the harmful effects of pollution, such as oxidative stress, premature ageing, and skin sensitivity. To achieve this, there is an increasing focus on incorporating natural ingredients known for their antioxidant properties. Vitamins C and E are staples, but there is a growing interest in other botanical extracts, such as green tea and pomegranate, which are known for their ability to neutralise free radicals and support the skin’s natural defence mechanisms.

Natural moisturisers such as aloe vera, shea butter, and oils like jojoba and argan are being used to strengthen the skin’s barrier, prevent pollutant penetration, and maintain hydration. These ingredients not only appeal to consumers looking for effective protection but also align with the natural beauty movement, which prioritises transparency and the avoidance of synthetic chemicals.

To jump on this trend, formulators can create multifunctional products that combine protection with nourishment, using natural ingredients that resonate with environmentally conscious consumers.

Skincare-Inspired Intimate Cosmetics

The skincare industry has expanded beyond traditional facial and body care to inspire a new category of products: intimate cosmetics. This trend emphasises the importance of natural self-care, recognising that every part of the body, including intimate areas, deserve attention and nourishment.

A key player in this space is the PHD Feminine Health Nourishing Vulva Balm, the fusion of skincare principles with intimate health. This product is designed not only to provide moisture and comfort but also to support the delicate skin of the vulva with ingredients often found in high-end skincare products. Made in the USA, the balm features antioxidant-rich sea buckthorn for skin regeneration, along with shea butter, moringa oil, squalane, and olive oil to nourish, hydrate, and improve elasticity.

The use of natural, gentle, and pH-balanced ingredients, that are hormone-free and unscented, reflects a movement towards health-conscious and dermatologically approved formulations, ensuring safety and effectiveness for daily use.

This trend taps into the increasing consumer demand for products that offer multi-functional benefits. Just as face serums and body lotions are formulated to hydrate, protect, and rejuvenate, these intimate care products are designed to enhance skin health, prevent irritation, and improve overall comfort. The rise of intimate skincare also aligns with the growing focus on body positivity and self-love, encouraging consumers to treat all parts of their body with care and respect.

On top of this, the marketing of these products often focusses on transparency and education, addressing a gap in the market where intimate care was once a taboo topic. Brands are now openly discussing intimate health, promoting conversations around it, and empowering consumers to make informed choices about their bodies.

Boomers Most Engaged Demographic for Skincare

For years, the beauty industry has been focussed on millennials and Gen Z. These demographics are digitally native, trend-savvy, and possess significant spending power. However, a surprising trend is emerging: the growing importance of mature consumers in the skincare market.

Women over 55, are showing a heightened interest in and engagement with skincare products. While usage among younger demographics is plateauing or even declining, older women are increasingly incorporating a wider variety of beauty products into their routines and this newfound dedication to skincare reflects a growing awareness of self-care and a desire to maintain a youthful appearance.

This shift in consumer behaviour is an opportunity for beauty brands to target boomers, for a loyal and affluent customer base with a strong disposable income. They are also generally less swayed by fleeting trends and prioritise quality and efficacy in their skincare choices.

However, many brands continue to overlook this demographic in their marketing and product development strategies, with marketing campaigns often featuring younger models and influencers, and product lines may not cater to the specific needs of mature skin.

By embracing the ’silver surfer’ demographic and understanding their needs and preferences, brands have the opportunity to develop targeted products and marketing campaigns that will resonate with this increasingly important customer base.

O&3 Thoughts…

The beauty and personal care industry is evolving with increasing sophistication and inclusivity. From innovative products such as Wonderbalm that offer hope for managing psoriasis, to the growing anti-pollution skincare market and the rise of intimate cosmetics, these trends highlight a shift towards natural, multifunctional, and considerate beauty and personal care products, whilst the growing engagement of mature consumers reveals an untapped market eager for high-quality, effective skincare solutions.