# Kiwi Care Kiwi-based ingredients are incorporated into skincare products. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Feb 3, 2020 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/kiwi-care ## Key Figures - Trend score: 4.1/10 - Evidence articles: 4 ## What is the Kiwi Care trend? **Kiwi Care:** Kiwis contain a range of healthy nutrients in the form of vitamins and antioxidants, and brands in the cosmetic space are taking advantage of this by incorporating elements of the fruit into their skincare products. ## The consumer insight behind the Kiwi Care trend In industries like food, cosmetics, and skincare, consumers are inundated with choice and observe most brands touting the scientific and thoroughly-researched qualities of their products. While this is important to consumers, the oversaturation in these markets has led to some consumers feeling overwhelmed. Thus, a growing segment of consumers are taking a "back to basics" approach where they're opting for natural and simple ingredients that they're familiar with. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 5 to Dec 17, 2019 - Published: Feb 3, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Kiwi Care trend ### Natural Ingredients Consumers are taking a 'back to basics' approach where they're opting for natural and simple ingredients that they're familiar with. ### Ingredient Innovation Brands are incorporating new ingredients like kiwi, caffeine, and superfoods into their skincare products, catering to specific consumer needs. ### Skin Barrier Protection Cica skincare is becoming popular for its ability to repair and protect the skin barrier, while also addressing other concerns like acne, irritations, and sensitivity. ## What the Kiwi Care trend means for industry ### For Cosmetics Brands are exploring new natural ingredients, caffeine, and superfoods to develop innovative cosmetic products that cater to specific consumer demands. ### For Skincare The skincare industry is looking at ways to incorporate new ingredients into their products that help protect the skin barrier while also providing other benefits like cell turnover and collagen production. ### For Personal Care Personal care brands are adopting more natural and simple ingredients in their products, which is appealing to consumers seeking simplicity and familiarity in their routines. ## Workshop question How could your brand pare down its offerings to the basics? ## Trend signals for Kiwi Care Trend score 4.1 out of 10, from popularity 65%, activity 49%, freshness 9%. - Popularity: 65% - Activity: 49% - Freshness: 9% ## Examples of the Kiwi Care trend 4 featured examples from Mar 5 to Dec 17, 2019. - [Caffeinated Skincare Sticks](https://www.trendhunter.com/trends/cold-brew-eye-recovery-stick): Peach and Lily’s Cold Brew Eye Recovery Stick Awakens Tired Eyes (Category: Fashion) Implication: The beauty industry can capitalize on the growing demand for caffeine-infused skincare products. - [Gold-Flecked Botanical Skincare](https://www.trendhunter.com/trends/glow-facial-oil): The Famous 24K Glow Facial Oil is Rich in Superfoods (Category: Fashion) Implication: Skincare companies can create new, innovative products using nourishing superfood oils, 24K gold and other luxurious ingredients to meet the rising demand for anti-aging products. - [Protective Anti-Pollution Moisturizers](https://www.trendhunter.com/trends/sisleyouth-antipollution): The Sisleyouth Anti-Pollution Shields Skin from Stressors (Category: Fashion) Implication: Disruptive innovation opportunity: Introduce new protective skincare products that cater to the growing concern of stressors like pollution and digital devices. - [Microbiome-Balancing Cica Skincare](https://www.trendhunter.com/trends/cica-skincare): Elemis' Cica Calm Hydration Juice Calms, Nourishes & Protects (Category: Fashion) Implication: The skincare industry can capitalize on the Cica and microbiome-balancing trends by developing new Cica-based skincare lines that focus on restoring and maintaining the skin's nat… ## 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)