Category
Fashion
Scaled Restraint
Trend cluster
Category
Buckthorn
Treatment
Skincare brands turn to sea buckthorn oil as a natural moisturizer for Gen Z.
3.9
Trend score
Trend
What is the Buckthorn Treatment trend?
Buckthorn Treatment: Skincare brands are releasing moisturizing creams, lotions, and elixirs made with sea buckthorn oil. This is a natural ingredient derived from the sea buckthorn plant. The ingredient is said to heal and moisturize skin with omega fatty acids, antioxidants, and vitamins ---without requiring preservatives.
Insight
The consumer insight behind the Buckthorn Treatment trend
Younger Millennials and Gen Z consumers are more drawn to natural, chemical-free self-care products. Additionally, the percentage of Gen Z consumers who engage in daily skincare regiments is higher than in previous generations. When selecting products, these younger consumers favor those fit for sensitive skin and will pay a premium over heavily processed chemical-based products. Skincare brands are now integrating more natural ingredients, such as buckthorn oils, to appease demand.
Trend themes
Themes within the Buckthorn Treatment trend
Three behaviours holding the trend together01
Natural Ingredients in Skincare
Brands are integrating more natural ingredients, such as buckthorn oil, to appease Gen Z consumers' demand for chemical-free, sensitive skin products.
02
Makeup-Skincare Hybrid Products
Beauty consumers are looking for products, like Alleyoop's Game Face Second Skin Concealer, that offer light coverage while nourishing and enhancing skin over time.
03
Oil-to-Foam Cleansers
Oil-to-foam cleansers, like Dermalogica's Oil-to-Foam Total Cleanser, provide a unique cleansing experience that is preferred by consumers with combination or oily skin types.
Industry implications
What the Buckthorn Treatment trend means for industry
Where the trend changes the playbookFor
Skincare Industry
The skincare industry can integrate natural ingredients, such as buckthorn oil, into more products to satisfy Gen Z and Millennials' demand for chemical-free, sensitive skin products.
For
Beauty Industry
The beauty industry can continue to innovate with makeup-skincare hybrid products that provide light coverage while nourishing and enhancing skin over time, like Alleyoop's Game Face Second Skin Concealer.
For
Personal Care Industry
The personal care industry can explore the use of oil-to-foam cleansers, like Dermalogica's Oil-to-Foam Total Cleanser, as a unique cleansing experience for consumers with combination or oily skin types.
Workshop question
How can your brand incorporate natural alternatives to processed ingredients to better appeal to the younger generation of consumers?
Trend signals
Trend signals for Buckthorn Treatment
Trend score 3.9 out of 10, from popularity 52%, activity 49%, freshness 16%.
Popularity52%
Activity49%
Freshness16%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Buckthorn Treatment trend
6 featured examples from Feb 6, 2022 to Jun 20, 2023CategoryFashion
Powerful Oil-to-Foam Cleansers
Dermalogica's Oil-to-Foam Total Cleanser Boasts Dual Benefits
The skincare industry can capitalize on the demand for oil-to-foam cleansers, which offer a unique and effective cleansing experience for different skin types.
CategoryFashion
Ultra-Concentrated Body Oils
The Tai Body Oil by Sade Baron Features Natural Ingredients
The beauty industry can explore innovative ingredients like Jojoba, Prickly Pear & Calendula oils, Olive Squalane, Sea Buckthorn and Evening Primrose in creating skincare products…
CategoryFashion
Skin-Nourishing Concealers
Alleyoop's Game Face Second Skin Concealer is a Skincare-Makeup Hybrid
Introducing high-quality, hydrating, and long-term skin-nourishing concealer/makeup hybrids that are also inexpensive and readily available for purchase.
CategoryFashion
Clinical-Grade Brightening Masks
This Vitamin C Brightening Facial Supports Better Skin Fast
The skincare industry has an opportunity to embrace stable-release delivery systems and potent ingredients to create clinical-grade products like the MEGA-C 30% Vitamin C Brighten…
CategoryFashion
Transformative Citrus Cleansers
ESPA's Balm-to-Oil Cleansing Sorbet Melts Makeup and Impurities
Skincare brands can develop more transformative cleansers by incorporating potent fruit actives and nourishing botanical oils in their formulations.
CategoryMarketing
Hydrating Vegan Moisturizers
The H2 Oh Yeah Hydrating Moisturize by Fleur & Bee is Effective
The skincare industry can innovate by creating products that are more eco-friendly and cater to the growing demand for vegan and multi-functional skincare solutions.
