Category
Fashion
Scaled Restraint
Trend cluster
Category
Alternative
Micellar
Micellar water is transformed into alternative personal care products.
3.0
Trend score
Trend
What is the Alternative Micellar trend?
Alternative Micellar: 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 consumer insight behind the Alternative Micellar trend
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.
Trend themes
Themes within the Alternative Micellar trend
Three behaviours holding the trend together01
Solidified Micellar Water
Beauty brands are making solidified versions of Micellar Water that are just as effective and even more portable.
02
Eco-Friendly Micellar Water Products
Brands are introducing eco-friendly alternatives for generating cotton pad waste in Micellar Water products.
03
Niacinamide-Infused Micellar Wipes
Brands are introducing niacinamide into Micellar Wipes for a potent glow-boosting ingredient.
Industry implications
What the Alternative Micellar trend means for industry
Where the trend changes the playbookFor
Beauty and Personal Care
There is an opportunity for beauty and personal care brands to create more eco-friendly and convenient Micellar Water product formulations leveraging solidified and reusable product ideas.
For
Sustainability
Brands across industries can explore the opportunity to create sustainable and eco-friendly product offerings like reusable Micellar Cleansing Pads.
For
Skincare
Skincare brands can explore new methods and ingredient combinations to make Micellar Water products that offer multi-purpose usage like instant glow and niacinamide-infused Micellar Wipes.
Workshop question
How could your brand prioritize long-term quality over on-trend products/services?
Trend signals
Trend signals for Alternative Micellar
Trend score 3.0 out of 10, from popularity 44%, activity 35%, freshness 9%.
Popularity44%
Activity35%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Alternative Micellar trend
4 featured examples from Dec 31, 2019 to Dec 14, 2020CategoryEco
Reusable Micellar Cleansing Rounds
Garnier's Micellar Cleansing Eco Pads Can Be Washed 1,000 Times
Garnier's Micellar Cleansing Eco Pads indicate a market opportunity for reusable skincare tools that are gentle yet effective, particularly among skincare enthusiasts.
CategoryFashion
Decongesting Face Scrubs
NIVEA's 'MicellAIR Expert Scrub' Removes Dead Skin Cells and Impurities
The MicellAIR Expert Scrub highlights new opportunities for skincare companies to explore the benefits of Micellar technology and incorporate it into their own products.
CategoryFashion
Cleansing Micellar Wipes
Pond's Hydrate Vitamin Micellar Wipes are Infused with Soothing Aloe
The beauty and skincare industry can explore the potential of solidified micellar products and skin-soothing wipes to meet consumer demands for efficiency and convenience.
CategoryFashion
Glow-Boosting Cleansing Wipes
Simple's Facial Cleansing Wipes are Enhanced with Niacinamide
There is an opportunity for beauty brands to incorporate niacinamide in their product offerings and explore the use of biodegradable and eco-friendly materials in their wipes.
