Niacinamide is being used as a key brightening ingredient in deodorants
Trend - With more deodorants containing active ingredients that help treat the skin, niacinamide is the next ingredient that's becoming a popular addition to these hygiene products. Niacinamide helps brighten underarm skin and reduce hyperpigmentation.
Insight - The average skincare consumer is much more educated now, with social media and accessible scientific information online making ingredients, formulations and innovations in this space easier to understand for consumers. This educated consumer now seeks out products with ingredients they know will suit their needs, and not necessarily for how they're branded.
Insight - The average skincare consumer is much more educated now, with social media and accessible scientific information online making ingredients, formulations and innovations in this space easier to understand for consumers. This educated consumer now seeks out products with ingredients they know will suit their needs, and not necessarily for how they're branded.
Workshop Question - How could your brand take a more science-forward approach to its branding?
Trend Themes
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Active Deodorant Ingredients — Deodorants containing active skincare ingredients are becoming popular to provide dual benefits of hygiene and skincare.
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Niacinamide in Skincare — Niacinamide is emerging as a popular ingredient in skincare formulations for brightening and reducing hyperpigmentation.
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Ahas in Personal Care — Alpha-hydroxy acids (AHAs) are gaining popularity in personal care products for their skin-smoothing, anti-aging, and odor-blocking benefits.
Industry Implications
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Personal Care — The active skincare trend presents an opportunity for personal care companies to innovate and release products with additional benefits beyond basic hygiene.
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Skincare — Niacinamide's popularity in skincare presents an opportunity for skincare companies to release brightening and hyperpigmentation-reducing products using this ingredient.
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Green Beauty — The rising popularity of skincare ingredients like niacinamide and AHAs presents an opportunity for green beauty companies to release natural and eco-friendly personal care products with these active ingredients.
