Redefining beauty: health and wellness, technology and sustainability

The line between beauty and health is becoming increasingly blurred and blurring. So says the latest report published by Euromonitor, which states that consumers not only want to look good, but also feel healthy and at ease on the inside, a trend reflected in the growing concern for ingredients and their impact on both skin and general wellbeing. This is not just this year, as wellness is gaining more and more ground in the beauty industry, with more and more people turning to supplementation and nutricosmetics becoming more prevalent year on year. Euromonitor's recent study reveals that 45% of consumers are aware of skin health, and 20% have taken preventive measures by 2023, using medication, supplements or modifying their lifestyle habits.This is closely related to the microbiota and the health of our skin, which was already discussed last year. In the latest report, the importance of maintaining the right balance between the microbiome is highlighted, as this will lead to improved health and healthy skin. Therefore, many of the claims of beauty brands and products claim the presence of ingredients that promote a good state of the microbiota. Consumers present themselves as "skintellectuals" and "skininfluencers" become "skininfluencers"The term "skintellectuals" has emerged to describe those consumers who thoroughly research products before making purchasing decisions. Social networks such as TikTok have been at the forefront of this trend, with dermatologists and cosmetologists sharing their knowledge about ingredients and products. These skinfluencers have transformed platforms into educational tools, helping consumers to better understand product properties and make more informed decisions.Sustainability continues to triumphSustainability has become a crucial factor in the beauty industry. According to Euromonitor, consumers are increasingly interested in products that use "green chemistry" principles, involving the reduction of raw materials through recycling and conscious sourcing of ingredients. The "Eco Economic" trend has had a significant impact in 2023, reflecting a shift towards more sustainable practices in the industry.Focus on greenwashingInterest in natural products has increased, with claims for hydration and naturalness leading the industry. In 2022, claims related to natural skincare grew by 23%. However, the lack of a concrete definition of "natural" has led to accusations of "greenwashing", where brands are criticised for misleading consumers with false or exaggerated environmental claims.Awareness of ingredients varies between generations. Generation Z and Millennials have shown increasing awareness, although less drastically, as they were starting from a higher base. Generation X and Boomers have increased their interest significantly, especially in botanical and plant-derived ingredients. Approximately 20% of women pay attention to formulating skin and hair care products, a trend that is growing among men.Prioritise the value of ingredients Premiumisation of ingredients is a key trend, with 10% more respondents willing to pay for premium features. In Europe, consumers value high-quality ingredients, while in Latin America, medicated formulations are particularly prized, reflecting the influence of dermo-cosmetics in the region.In this field, 'neuroactives' are also taken into account. It is these types of ingredients that consumers notice an impact from the outside in. The most holistic. This demonstrates the weight that 'emotional beauty' is gaining. Undoubtedly, a great market opportunity for companies in the sector. Therefore, consumers prioritise those ingredients that also take into account inner well-being, those that seek to improve emotional disorders, stress, lack of sleep that can lead to consequences such as acne or other skin conditions, for example, eczema. Neuroactives' play with positive emotions and their evocation that can be transmitted through aromas, and that is why new ingredients related to emotional wellbeing are being incorporated into the latest product launches in the sector. Skinification is no longer just facial Something that was predicted and was a constant 'run-run' in the industry. Facial skincare, following routines and the active ingredients used in our facial skincare, is now also used in other parts of our body. And all with a common goal: to increase our well-being. Hair care is the main beneficiary of this, although oral and lip care and the rest of the body are also benefiting. This also means that active ingredients that we are used to seeing in products dedicated to facial care are being added to the INCI of products such as shampoos, conditioners, masks, body creams and lip balms. The main protagonists are peptides, collagen and priobiotics, which have not yet reached their peak and are expected to continue to increase until 2027. The future of beauty: from function to emotionFuture trends in beauty are moving towards emotional wellbeing and neuroscience. Companies are incorporating neuroactive ingredients that promote emotional wellness benefits, reflecting a shift towards products that not only enhance appearance, but also internal wellbeing.The relationship between beauty and health continues to evolve, driven by increasingly informed and discerning consumers. Brands that embrace sustainability, transparency and ingredient innovation have the potential to lead in this ever-changing market.

Redefining beauty: health and wellness, technology and sustainability

Euromonitor's latest report explains the rise of the need for wellness within cosmetics