# Alternative A Consumers seek out more gentle alternatives to retinol. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Aug 15, 2018 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/alternative-a ## Key Figures - Trend score: 3.3/10 - Evidence articles: 4 ## What is the Alternative A trend? **Alternative A:** The vitamin A derivative retinol's highly effective qualities make it popular, however some consumers are seeking out more gentle alternatives in order to preserve the same effects of the compound, but without applying harsh chemicals to the skin. Skincare brands are meeting this demand by offering retinol-free products, or those that include retinol-like substances, catering to consumers concerned with natural-minded self-care. ## At a Glance - Evidence: 4 featured examples - Articles from: Oct 28, 2017 to Aug 14, 2018 - Published: Aug 15, 2018 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Alternative A trend ### Retinol-Free Skincare The success of bakuchiol, a natural alternative to retinol, has led to the creation of many retinol-free skincare formulas. ### Plant-Based Alternatives There is a growing demand among consumers for plant-based alternatives in skincare products. ### Natural Preservatives Brands are exploring natural preservatives as an alternative to the harsh chemicals found in traditional skincare formulas. ## What the Alternative A trend means for industry ### For Skincare Skincare brands are constantly innovating to provide consumers with gentler and more effective products. ### For Plant-Based Products The use of natural ingredients in products continues to rise and offer new opportunities for innovation. ### For Preservative Alternatives As consumers seek out eco-friendly and safer products, the demand for natural preservatives continues to grow. ## Workshop question Conceptualize an alternative product/service that would incorporate the feedback of unhappy or hesitant customers. ## Trend signals for Alternative A Trend score 3.3 out of 10, from popularity 64%, activity 26%, freshness 8%. - Popularity: 64% - Activity: 26% - Freshness: 8% ## Examples of the Alternative A trend 4 featured examples from Oct 28, 2017 to Aug 14, 2018. - [Age-Defying Moth Bean Skincare](https://www.trendhunter.com/trends/moth-bean): Supermood's Youth Glo Luxury Peel is Infused With Natural Retinols (Category: Fashion) Implication: Creating innovative skincare products that harness the power of natural ingredients to address various skin concerns. - [Retinol-Free Preservative Serums](https://www.trendhunter.com/trends/alternative-to-retinol): Biossance's Serum Uses Bakuchiol as an Alternative to Retinol (Category: Fashion) Implication: The trend towards utilizing alternative ingredients in skincare, specifically the integration of Bakuchiol as a substitute for retinol, presents disruptive innovation opportunitie… - [Exfoliating Anti-Aging Cleansers](https://www.trendhunter.com/trends/monoi-oil): This Corrective Cleanser from Eminence Features Monoi Oil (Category: Fashion) Implication: Opportunity for companies in the beauty and personal care industry to expand their product lines with innovative and multifunctional skincare products. - [Preserving Retinol-Free Skincare](https://www.trendhunter.com/trends/natural-retinol-alternative): Ole Henriksen's New Products Share a Natural Retinol Alternative (Category: Fashion) Implication: Companies in the beauty and skincare industry can benefit from the trend towards natural, skin-sensitive ingredients like bakuchiol and other plant-based offerings. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)