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Cosmetics Consumer Insights

Upcycled Root
Brands are tapping the potential of cannabis or hemp root in skincare products
Trend - Brands interested in entering and advancing in the cannabis market are looking for untapped ingredient potential. Cannabis root and hemp root, which have been used in Traditional Chinese Medicine, are gaining popularity for their health benefits, as well as their sustainability—for they are often upcycled.

Insight - Given the popularity of the health and wellness movement in North America, contemporary consumers are looking for solutions that will support their body and alleviate any strain and stress. Whether it is a physical or mental problem, individuals are emphasizing holistic solutions in this space. Driven by general curiosity, they are looking for innovative and interesting ingredients that have a historic or cultural background.
Workshop Question - What upcycled ingredient can your brand utilize in its product range?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Protective Cosmetic
Makeup products now include protection from blue light
Trend - Blue light, which emits from the smartphones and computers most consumers spend the majority of their day using, has been shown to harm skin after long-term exposure. Brands are combatting this in a variety of ways, most recently by offering makeup products that protect the skin from blue light damage.

Insight - When it comes to average consumer's lifestyle, the use of digital devices is typically necessary for work or to maintain a social life. Since changing this lifestyle isn't the best solution for most consumers, adapting so that they can maintain their physical and mental health while taking part in it is crucial. Now, more consumers are turning to brands to give them the various health-related solutions they need in order to better balance the harmful effects of sitting at a screen all day.
Workshop Question - How is your brand helping consumers maintain balance in their day-to-day?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cannabis Hair
Hemp or CBD oil are increasingly infused into hair serums and treatments
Trend - The inclusion of cannabis-based oils in hair treatments is more popular as the plant becomes legalized across North America. Hemp oil's benefits are in moisturizing and sebum-control, while CBD offers anti-inflammtory benefits when applied topically.

Insight - The many benefits that can be derived from the cannabis plant have convinced consumers to use it in a variety of different ways, and not just recreationally. The fact that it's natural also gives consumers peace of mind, as more people are now concerned about applying harsh chemicals to their personal care routines.
Workshop Question - How could your brand utilize the various benefits of the cannabis plant?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Grain Care
Grain-based skincare products offer natural benefits
Trend - Cosmetic brands are increasingly prioritizing natural ingredients in their products, and grain-based ingredients are part of that shift. Skincare products that do everything from exfoliate to thicken hair now contain various grains to enhance their benefits.

Insight - Consumers increasingly appreciate natural, familiar ingredients in their skincare products as skincare has become a steadfast part of their lifestyle. Routines and rituals they take part in every day to look and feel better require ingredients they know and trust, and natural ingredients offer them that peace of mind.
Workshop Question - How could your brand highlight its product/services' "natural" elements?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Probiotic Cleanse
Cleansers are infused with the skin-enhancing benefits of probiotics
Trend - Probiotics are said to have calming and protective benefits when applied to the skin topically, and skincare brands are taking advantage of this by including them in the various cleansers they offer.

Insight - Consumers tend to gravitate towards natural ingredients in their skincare, particularly when they're already aware of their benefits when ingested as a food or beverage. Being familiar with an ingredient in one aspect of their lives makes it easier for them to trust it and experiment with it when it's reformatted in an unexpected way.
Workshop Question - How could your brand reformat a familiar product/service/ingredient for its customers?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bamboo Makeup
Makeup products contain bamboo powders and extracts
Trend - The use of bamboo in makeup products is on the rise, as the natural ingredient is known for its texturizing properties which benefit thin hair, as well as its soothing properties which benefit the skin. Products in this space include everything from lash primers to foundations.

Insight - The growth of the skincare space has made consumers more aware than ever before that they need to soothe and protect their skin, which doesn't always mesh well with their desire to wear makeup regularly. Wearing cosmetic items on a daily basis can impact skin health when they're not effectively formulated, and consumers are prioritizing brands and formulations that suit not just their cosmetic needs, but their health ones as well.
Workshop Question - How is your brand ensuring multiple benefits in its products/services?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Steel Beauty
Brands are increasingly utilizing stainless steel in their products & packaging
Trend - In order to meet their sustainability goals, some companies are launching reusable and refillable stainless steel product packaging. Other brands are employing the material as a functional feature in their offerings.

Insight - Conscious about the environment, as well as their overall wellness needs, consumers are creating a demand for high-quality products that utilize premium materials. As a result, when making purchasing decisions, individuals are emphasizing high-end experience that affords them accessible luxury. This, in turn, allows them to gain more confidence and feel more at peace with their lifestyle choices.
Workshop Question - How might your brand combine accessibility and luxury in your product/service?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alternative Micellar
Micellar water is transformed into alternative personal care products
Trend - Micellar water's ability to gently cleanse the face has resulted in its growing popularity, particularly among those who wear makeup and have sensitive skin. Now that the ingredient is familiar to consumers who invest in personal care, brands in this space are creating new and unique formulations with the ingredient--ranging from eye cleansers to facial scrubs.

Insight - The self-care space has led to a lot of experimentation among consumers, but once in a while "buzzy" formulations or ingredients remain in consumers' routines indefinitely. Typically, consumers choose to remain loyal to these products despite ample competition because of their efficacy, multi-purposeness, and ease of use. Brands that are able to tap into these three components can expect longevity in consumers' homes.
Workshop Question - How could your brand prioritize long-term quality over on-trend products/services?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Blurred Cosmetic
Makeup products are adapted with blurring capabilities that mimic filters
Trend - Makeup products that range from highlighters to foundations are being adapted with “blurring” formulations that are inspired by the blurring and filtering techniques often used in pictures for social media now.

Insight - For Millennials and Gen Z, the influence of social media is so vast that when it comes to appearance-based values, it’s social media that now drives the beauty and skincare space. This shift has resulted in people wanting to mimic the same things they see online into their day-to-day appearances and routines.
Workshop Question - How is your brand taking cues from trends on social media?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Energy Serum
Facial serums aim to refresh and boost users’ energy levels
Trend - Serums that promise the appearance and feeling of “energizing” users are on the rise as people look for both visual enhancements and mood-boosting ingredients in their daily skincare routines.

Insight - When it comes to self-care, consumers have so many choices that many turn to products that prioritize both function and experience. The competition in this space means that many don’t stay loyal to one product or brand, and are more willing to experiment with distinct formulations and benefits until they find one they truly love.
Workshop Question - How is your brand prioritizing both function and experience in its product/service?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends