Category
Fashion
Scaled Restraint
Trend cluster
Category
Clay
Cleansing
Clay-based cleansing products take inspiration from skincare masks.
4.3
Trend score
Trend
What is the Clay Cleansing trend?
Clay Cleansing: The use of clay in face masks is a longstanding tradition, and it's now being incorporated into skin and hair cleansing products as well. Known for its ability to absorb toxins, and hydrate or remove oil depending on the type of clay, clay-based cleansers allow for brands in this space to benefit off of the already-established consumer trust in the ingredient.
Insight
The consumer insight behind the Clay Cleansing trend
Throughout their continual quest for self-improvement, consumers today regularly seek new ingredients and products in food and personal care. Within the boundaries of this experimentation, not all consumers seek adventure-charged solutions—some aim to strike a balance between familiarity and novelty. Within this lies the balance between the desire to try something, and the compulsion to stick with what is familiar.
Trend themes
Themes within the Clay Cleansing trend
Three behaviours holding the trend together01
Clay-Based Cleansers
The use of clay in face masks is being incorporated into skin and hair cleansing products as well, allowing for brands in this space to benefit off of established consumer trust in the ingredient.
02
Probiotic-Powered Skincare
Probiotic-powered detoxifying cleansers leveraging friendly bacteria are offering new solutions to achieve soft skin and a radiant complexion.
03
Solid Shampoo Products
Cut by Fred's solid shampoo sticks and The Grandpa Soap Company's shampoo bars in deodorant-like containers offer a convenient alternative to traditional liquid shampoo.
Industry implications
What the Clay Cleansing trend means for industry
Where the trend changes the playbookFor
Personal Care and Beauty
Clay-based cleansers and probiotic-powered skincare are taking the personal care and beauty industry by storm, offering new and innovative ways to address skincare needs.
For
Sustainability and Packaging Design
The market for solid shampoo products is driving innovation in sustainability and packaging design, with brands like Cut by Fred offering a unique alternative to traditional liquid shampoo packaging.
For
Industrial Cleaning and Skincare
The Grip Clean Heavy Duty Hand Cleaner is an example of a product that services both industrial cleaning and personal skincare needs.
Workshop question
How could your brand take inspiration from traditional products or practices?
Trend signals
Trend signals for Clay Cleansing
Trend score 4.3 out of 10, from popularity 64%, activity 55%, freshness 8%.
Popularity64%
Activity55%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Clay Cleansing trend
4 featured examples from Mar 9, 2018 to Aug 7, 2019CategoryFashion
Clay-Infused Hand Soaps
The Grip Clean Heavy Duty Hand Cleaner Removes Stubborn Materials
The personal care industry has an opportunity to develop environmentally-friendly hand soaps that provide effective cleaning solutions while promoting sustainable practices.
CategoryLifestyle
Probiotic-Powered Detoxifying Cleansers
Probiotic Action's Product is Clay-Based & Purifying
There is an opportunity to introduce probiotics and natural clays in a broader range of skincare products, from face masks to body scrubs, to meet the growing demand for gentle, e…
CategoryFashion
Detoxifying Shampoo Sticks
Cut by Fred's Solid Shampoo is a Non-Slippery Shampoo Bar Alternative
Disruptive innovation opportunity to revolutionize the packaging and format of shampoo products.
CategoryFashion
Pine Tar Haircare Collections
The Grandpa Soap Company is Now Launching Its Own Line of Haircare
Innovative haircare lines that incorporate traditional ingredients and offer versatile solutions create opportunities in the personal care industry.
