# Buckthorn Treatment Skincare brands turn to sea buckthorn oil as a natural moisturizer for Gen Z. By [Colin Smith](https://www.trendhunter.com/Colin96), Senior Insights Analyst | Published Jun 27, 2023 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/buckthorn-treatment ## Key Figures - Trend score: 3.9/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Feb 6, 2022 to Jun 20, 2023 - Published: Jun 27, 2023 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Buckthorn Treatment trend ### 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. ### 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. ### 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. ## What the Buckthorn Treatment trend means for industry ### For 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 for Buckthorn Treatment Trend score 3.9 out of 10, from popularity 52%, activity 49%, freshness 16%. - Popularity: 52% - Activity: 49% - Freshness: 16% ## Examples of the Buckthorn Treatment trend 6 featured examples from Feb 6, 2022 to Jun 20, 2023. - [Powerful Oil-to-Foam Cleansers](https://www.trendhunter.com/trends/oiltofoam-cleanser): Dermalogica's Oil-to-Foam Total Cleanser Boasts Dual Benefits (Category: Fashion) Implication: 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. - [Ultra-Concentrated Body Oils](https://www.trendhunter.com/trends/concentrated-body-oil): The Tai Body Oil by Sade Baron Features Natural Ingredients (Category: Fashion) Implication: The beauty industry can explore innovative ingredients like Jojoba, Prickly Pear & Calendula oils, Olive Squalane, Sea Buckthorn and Evening Primrose in creating skincare products… - [Skin-Nourishing Concealers](https://www.trendhunter.com/trends/second-skin-concealer): Alleyoop's Game Face Second Skin Concealer is a Skincare-Makeup Hybrid (Category: Fashion) Implication: Introducing high-quality, hydrating, and long-term skin-nourishing concealer/makeup hybrids that are also inexpensive and readily available for purchase. - [Clinical-Grade Brightening Masks](https://www.trendhunter.com/trends/vitamin-c-brightening-facial): This Vitamin C Brightening Facial Supports Better Skin Fast (Category: Fashion) Implication: 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… - [Transformative Citrus Cleansers](https://www.trendhunter.com/trends/cleansing-sorbet): ESPA's Balm-to-Oil Cleansing Sorbet Melts Makeup and Impurities (Category: Fashion) Implication: Skincare brands can develop more transformative cleansers by incorporating potent fruit actives and nourishing botanical oils in their formulations. - [Hydrating Vegan Moisturizers](https://www.trendhunter.com/trends/vegan-moisturizer): The H2 Oh Yeah Hydrating Moisturize by Fleur & Bee is Effective (Category: Marketing) Implication: 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. ## 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)