Category
Lifestyle
Assisted Choices
Trend cluster
Category
Authentic
Ingredient
Black-owned businesses bring heritage ingredients to the beauty market.
3.2
Trend score
Trend
What is the Authentic Ingredient trend?
Authentic Ingredient: Black-owned business founders are tapping their heritage to make traditional African ingredients and practices available in the North American market. Although some of these ingredients have been co-opted by bigger brands, Black-owned companies stand out by offering support to native communities and using language that utilizes terms in-tune with the region of origin.
Insight
The consumer insight behind the Authentic Ingredient trend
Since there is a gap in the North American market for answering the beauty needs of Black people and people of color, many consumers from these demographics turn to familiar self-care traditions that they have inherited from their home country or their families. As a result, a desire for products with specific cultural heritages arises. For consumers in this space, authenticity and knowledge of ingredients and practices takes precedence and this motivates many to put their trust in businesses with ties to the country or countries in question.
Trend themes
Themes within the Authentic Ingredient trend
Three behaviours holding the trend together01
Heritage Ingredients
Black-owned businesses are bringing traditional African ingredients and practices to the beauty market, answering the needs of consumers who prioritize authenticity and knowledge of ingredients and practices.
02
Ethical Sourcing
Natural and organic ingredient sourcing, fair trade cooperatives, and partnering with small-scale farmers and local communities for ingredient procurement are becoming increasingly important to both consumers and companies alike.
03
Cultural Representation
As consumers seek out products with specific cultural heritages, companies that are committed to representing and preserving these cultural practices and ingredients in their products are poised to offer disruptive innovation opportunities.
Industry implications
What the Authentic Ingredient trend means for industry
Where the trend changes the playbookFor
Beauty Industry
From skincare to haircare, the beauty industry is seeing an increasing demand for products that are authentic, natural, and ethically sourced.
For
Sustainability Industry
As consumers become more conscious of their impact on the environment, there is an increasing need for companies to prioritize sustainable practices and reduce waste throughout their supply chains.
For
Cultural Heritage Preservation Industry
There is an emerging industry focused on preserving cultural heritage by offering authentic products and facilitating conversations on cultural practices and ingredients.
Workshop question
How might you revamp your business practices internally to be able to introduce a product with an authentic cultural experience?
Trend signals
Trend signals for Authentic Ingredient
Trend score 3.2 out of 10, from popularity 44%, activity 43%, freshness 9%.
Popularity44%
Activity43%
Freshness9%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Africa
Evidence
Examples of the Authentic Ingredient trend
5 featured examples from Jul 28 to Jul 29, 2020CategorySocial Good
Authentic Shea Butter Lines
Hanahana Beauty Embraces Sustainability, Accessibility, & Transparency
The rise of authentic shea butter products creates opportunities for natural skincare brands to incorporate this ingredient in their formulations.
CategorySocial Good
Authentic African Black Soaps
Alaffia is Making Products with Centuries-Old Recipes Available
Opportunity for beauty companies to incorporate ethical sourcing and traditional production methods into their skincare product lines.
CategoryFashion
Black-Owned Natural Skincare
Nyakio Beauty is Infused with Natural & Ethically-Sourced Ingredients
The natural skincare industry has potential for disruptive innovation by incorporating ethically-sourced ingredients and expanding product offerings inspired by different cultures.
CategoryMarketing
Tradition-Preserving Authentic Skincare
Orobaa Utilizes Locally Sourced Ingredients from Africa
Opportunity for the beauty and skincare industry to integrate locally sourced ingredients and cultural authenticity into their product offerings.
CategoryFashion
Enriched Luxury Skincare Creams
Epara's Luxe Moisturizing Face Cream Contains Powerful Oils
Luxury skincare brands can seize the opportunity to cater to the needs of people of color with enriched creams and specialized products.
