Category
Fashion
Scaled Restraint
Trend cluster
Category
Melanin
Care
Black-owned skincare brands offer SPF protection for people with darker skin tones.
3.4
Trend score
Trend
What is the Melanin Care trend?
Melanin Care: As sun protection becomes an increasingly important aspect of the skincare industry, Black-owned brands are offering products that are designed to suit the skin tones of Black people, and other people of color. The white casts and consistencies of traditional sunscreen formulas have left a gap in the market for people with dark skin tones, and Black-owned brands are addressing that.
Insight
The consumer insight behind the Melanin Care trend
The influence that Black people have had on the cosmetic industry has been vast, particularly in the trends that are so popular today. While they're often the drivers for popular aesthetic trends, Black people have long been underrepresented and under-served when it comes to the actual products and services that brands offer. Thus, these individuals have long turned to Black-owned businesses that have more knowledge and expertise in addressing their specific needs, or to brands that actually employ the expertise of Black people in order to meet their needs.
Trend themes
Themes within the Melanin Care trend
Three behaviours holding the trend together01
Inclusive Sunscreens
As the skincare industry focuses increasingly on sun protection, brands owned by and designed for people of color are addressing the gap in the market that traditional sunscreens leave for those with dark skin tones.
02
Clean Sunscreen
The push for non-toxic, eco-friendly sunscreen is driving innovation in the industry, with Black-owned and women-led brands leading the way with mineral and organic formulations.
03
Self-Care Cosmetics
As consumers look to partake in more self-care, accessible cosmetics and beauty products are becoming more popular; including bath and body products that offer clean ingredients and multiple uses.
Industry implications
What the Melanin Care trend means for industry
Where the trend changes the playbookFor
Skincare
The skincare industry is expanding to include mineral and eco-friendly sunscreens, as well as products that are specifically formulated for people of color.
For
Beauty E-commerce
As more people turn to online shopping for their beauty needs, e-commerce platforms like 'BLK + GRN' are curating natural and non-toxic products from Black-owned and people of color-led brands.
For
Personal Care
Personal care is becoming more accessible and diverse with brands like Urban Hydration offering affordable and high-quality bath and body products for people to practice self-care at home.
Workshop question
How could your brand create more representation internally, so that it's addressing the needs of more consumers?
Trend signals
Trend signals for Melanin Care
Trend score 3.4 out of 10, from popularity 48%, activity 43%, freshness 11%.
Popularity48%
Activity43%
Freshness11%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Evidence
Examples of the Melanin Care trend
9 featured examples from Mar 9, 2018 to Dec 3, 2021CategoryMarketing
Accessible Self-Care Cosmetics
The Latest Urban Hydration Products Prioritize Treating Oneself
There is an opportunity for the beauty industry to tap into the growing demand for affordable yet high-quality self-care products that cater to a diverse range of consumers.
CategoryFashion
Sun Care Serums
EleVen by Venus x Credo Shares Lightweight, Universally Flattering Sun Protection
Opportunity for skincare brands to incorporate sun protection into their product offerings.
CategorySocial Good
Black-Owned Sunscreen Brands
The Black Girl Sunscreen is Filled with Natural Ingredients
Disruptive innovation opportunity: Transform the beauty and skincare industry by creating inclusive products for all skin types and tones.
CategoryFashion
Black-Owned Beauty E-Shops
'BLK + GRN' Curates Non-Toxic, Natural Products by Black-Owned Brands
The rise of platforms like BLK + GRN presents a disruptive opportunity for e-commerce companies to curate products from underrepresented communities and spotlight diverse-owned br…
CategoryFashion
Mattifying Gel Sunscreens
Black Girl Sunscreen's Make It Matte SPF 45 Protects Women of Color
The beauty and personal care industry can explore the potential of creating sun care products that are tailored to the specific needs and concerns of different groups of consumers.
CategoryPop Culture
Model-Backed Inclusive Skincare
Buttah Skin Was Founded by Dorion Renaud for Melanin-Rich Skin
The skincare industry has the opportunity to expand their customer base by creating inclusive skincare lines that cater to traditionally underrepresented groups such as those with…
CategorySocial Good
Silky Mineral Sunscreens
The Unsun EVERYDAY Body Lotion is Clean Solution for Women of Color
Opportunity for cosmetics companies to develop and market clean sunscreen products.
CategoryFashion
Juneteenth Sun Care Formulas
Urban Skin Rx is Launching Sun Care Products for Juneteenth
The skincare industry can innovate by offering more specialized sunscreen formulas for various skin tones and increasing access to online consultations with licensed estheticians.
CategoryFashion
UV Protection Hand Creams
UnSun's Emollient Rich Hand Cream Uses SPF to Protect and Soothe Hands
Incorporating SPF into skincare products and focusing on natural ingredients can lead to disruptive innovation in the industry.
