# Hyper-Natural Skincare The beauty industry leverages naturally occurring ingredients. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jan 7, 2020 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/hypernatural-skincare ## Key Figures - Trend score: 2.3/10 - Evidence articles: 6 ## What is the Hyper-Natural Skincare trend? **Hyper-Natural Skincare:** Though chemicals commonly referred to as "actives" have served as star ingredients in skincare over the last few years, more movement toward ingredients that naturally occur in the skin already can be observed. The use of these biologically familiar ingredients -- such as hyaluronic acid, collagen, or allantoin -- is more conducive to skin health than skin improvement. ## The consumer insight behind the Hyper-Natural Skincare trend Millennials -- mostly women -- who ascribe to the largely Internet-driven movement of empowered consumption have turned industries that were once rooted in self-criticism into opportunities for self-care. This has shifted their perspective on what the ideal product should offer. Though female consumers once responded to products that promised to bring them closer to an objective beauty ideal, they are now seeking products that turn them into the healthiest version of themselves. ## At a Glance - Evidence: 6 featured examples - Articles from: Nov 20, 2018 to Jan 7, 2020 - Published: Jan 7, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Hyper-Natural Skincare trend ### Natural Skincare As consumers become more health-conscious, the skincare industry is shifting towards using natural ingredients to promote overall skin health. ### Hydrating Products The use of hydrating ingredients such as hyaluronic acid is becoming more prominent in skincare and makeup products. ### Skincare-Makeup Hybrid Blurring the line between makeup and skincare, new products are emerging that provide cosmetic coverage while also promoting skin health. ## What the Hyper-Natural Skincare trend means for industry ### For Beauty and Personal Care The use of natural and hydrating ingredients is disrupting the traditional beauty industry by promoting overall skin health instead of just cosmetic enhancement. ### For Health and Wellness The shift towards using natural and healthy ingredients in skincare products reflects a larger trend towards health and wellness in industries across the board. ### For E-commerce The rise of empowered consumption and online shopping has allowed consumers to access a wider range of natural and hydrating skincare products, disrupting traditional retail models. ## Workshop question How can your product or service better empower your customers? ## Trend signals for Hyper-Natural Skincare Trend score 2.3 out of 10, from popularity 38%, activity 21%, freshness 9%. - Popularity: 38% - Activity: 21% - Freshness: 9% ## Examples of the Hyper-Natural Skincare trend 6 featured examples from Nov 20, 2018 to Jan 7, 2020. - [Comically Oversized Lip Masks](https://www.trendhunter.com/trends/mask-for-lips): Petite Amie Skincare's Mask for Lips Soothes Chapping & Dehydration (Category: Fashion) Implication: The beauty industry can leverage the trend of oversized skincare masks and the use of clean, cruelty-free ingredients to innovate and develop new products. - [Hyaluronic Acid-Infused Plumping Creams](https://www.trendhunter.com/trends/better-skin-mirakle-cream): The Better Skin Mirakle Cream is Now Available at Costco (Category: Fashion) Implication: The Beauty and Personal Care industry can capitalize on the trend of toxic-free and hydrating skincare products that combat signs of aging. - [Glowing Anti-Aging Eye Masks](https://www.trendhunter.com/trends/joanna-vargas): Joanna Vargas' Forever Glow Mask Replenishes the Skin's Eye Areas (Category: Fashion) Implication: Disruptive innovation opportunity in the skincare industry to create advanced products that address specific skin concerns such as aging, dryness, and puffiness around the eyes. - [Nourishing Crystal-Infused Lip Plumps](https://www.trendhunter.com/trends/lip-plumps): skinChemists' Rose Quartz Product is Protective & Affordable (Category: Lifestyle) Implication: Disruptive innovation opportunity: Explore the integration of crystals and natural substances in skincare and cosmetic products to provide enhanced benefits. - [Collagen-Infused Foundations](https://www.trendhunter.com/trends/foundation-for-hydration): Maybelline New York's Foundation for Hydration Has Hyaluronic Acid (Category: Fashion) Implication: Opportunity for cosmetic companies to innovate by creating products that combine makeup and skincare benefits, appealing to a wider range of consumers. - [Luxury Paeonia-Infused Primers](https://www.trendhunter.com/trends/moonshine-primer): JUNO & Co. Recently Launched the Ultra-Hydrating Moonshine Primer (Category: Fashion) Implication: Companies in the beauty and skincare industry can tap into the trend of developing innovative primers with hydrating and effective ingredient formulations. ## 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)