Category
Fashion
Seoul Scaling
Trend cluster
Category
Clay-Based
Cosmetic brands infuse unlikely products with the benefits of clay.
4.2
Trend score
Trend
What is the Clay-Based trend?
Clay-Based: Clay has historically been used in mask form to help purge the skin of impurities and draw out oil--and it's now being adapted into alternative formulas. Everything from deodorants to makeup are now incorporating clay for its various skincare and textural benefits.
Insight
The consumer insight behind the Clay-Based trend
Consumers' interest in cosmetics and skincare is currently fueled by social media trends and the desire to experiment in a post-pandemic world. The growing focus on ingredients comes from the increasingly widespread availability of information consumers now have in this space--prompting brands to highlight ingredients in order to back up their product claims.
Trend themes
Themes within the Clay-Based trend
Three behaviours holding the trend together01
Clay-based beauty products
The trend towards incorporating clay into skincare and cosmetic products for its various textural and skincare benefits inspires innovative breakthroughs such as these clay-infused cream eyeshadows.
02
Ingredient-focused products
Consumer interest in learning about skincare and cosmetic ingredients continues to rise while brands continue to highlight ingredients in product promotions. An example of this is Wildcraft's 100% natural deodorants that focus on addressing common concerns without potential irritants.
03
Versatile clay formulas
Clay has been used since ancient times for its detoxifying abilities, but new versatile formulas are created to cater to modern life. The Bl'eau Hydrating Glacial Clay Cleanser doubles as a clay mask and spot treatment while the MOB Beauty's Cream Clay Eyeshadows offer a unique semi-powder dry down as you blend.
Industry implications
What the Clay-Based trend means for industry
Where the trend changes the playbookFor
Beauty and Personal Care
In the beauty and personal care industry, incorporating natural ingredients and creating versatile formulas that can cater to various concerns can be a potential avenue for sustained growth and innovation.
For
Sustainable and Ethical Cosmetics
With the increasing focus on ethical and eco-friendly manufacturing, companies can focus on products that use ethically sourced and biodegradable ingredients, like MOB Beauty's Cream Clay Eyeshadow, for example.
For
Clean and Plant-Based Products
The trend towards clean and plant-based products continues as consumers become more mindful of the ingredients they're using, which is why brands can highlight the beneficial ingredients that go into their products, such as Humanrace's Bodycare bars that use nourishing extracts and clay in gentle, soap-free formulas.
Workshop question
How could your brand better cater to the informed consumer?
Trend signals
Trend signals for Clay-Based
Trend score 4.2 out of 10, from popularity 61%, activity 52%, freshness 14%.
Popularity61%
Activity52%
Freshness14%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Clay-Based trend
6 featured examples from Feb 1, 2021 to Jan 7, 2023CategoryFashion
Clay-Infused Cream Eyeshadows
MOB Beauty's Cream Clay Eyeshadow Dries Down During Blending
The cosmetics industry can incorporate clay minerals for sustainable makeup that also contains skincare benefits.
CategoryFashion
Scentless Deodorant Creams
Piper Wai Boasts a Safe, Aluminum-free Vegan Deodorant
Skincare companies can innovate and disrupt the deodorant industry by offering natural, vegan, and scentless deodorants.
CategoryPop Culture
Mindful Bodycare Bars
Humanrace's Bodycare Products Support Moments of Self-Care
Companies in the skincare industry can expand their offerings to include bodycare products that focus on self-care and natural ingredients
CategoryFashion
Clay-Based Foaming Cleansers
The Hydrating Glacial Clay Cleanser Has a Cream-to-Foam Texture
Opportunity to develop innovative skincare products using clay and natural ingredients.
CategoryFashion
All-Natural Detoxifying Underarm Masks
The Happy Pits Underarm Mask Leaves Skin Brighter
The trend for moving towards cleaner, all-natural ingredients is disrupting the personal care industry and presenting opportunities for new products and extended product lines.
CategoryFashion
Antibacterial Natural Deodorants
Wildcraft Launched Two New Cream Formula Deodorants
In the fast-growing personal care industry, consumers are becoming increasingly aware of the need for more sustainable and non-toxic solutions, presenting an opportunity for brand…
