Category
Fashion
Scaled Restraint
Trend cluster
Category
Oat
Care
Oat milk's popularity as an alternative beverage has translated to the skincare space.
4.3
Trend score
Trend
What is the Oat Care trend?
Oat Care: Oat milk has emerged in recent years as a milk substitute, and it's now being incorporated into skincare products by brands looking to capitalize on the milk's popularity. The benefits of oat milk for the skin include reducing inflammation and soothing sensitive skin.
Insight
The consumer insight behind the Oat Care trend
There are often crossovers from the food and beverage space into skincare because if consumers feel safe putting something in their body, they're likely to trust it as a topical remedy as well. The focus on "natural" skincare ingredients creates a sense of trust between the brand and the customer.
Trend themes
Themes within the Oat Care trend
Three behaviours holding the trend together01
Natural Ingredients
The focus on natural ingredients creates a sense of trust between the brand and the customer.
02
Crossovers from Food and Beverage to Skincare
Consumers feel safe putting something in their body and tend to trust it as a topical remedy as well.
03
Alternative Milk Skincare Products
Alternative milk products have carved a space for themselves in skincare products, associated with plant power and health.
Industry implications
What the Oat Care trend means for industry
Where the trend changes the playbookFor
Skincare Industry
Industry professionals can explore creating skincare products with crossovers from the food and beverage industry.
For
Cosmetics Industry
Cosmetics industry professionals can consider using natural ingredients and alternative milk in their products.
For
Self-Care Industry
Professionals in the self-care industry can create products that highlight the importance of taking time for oneself.
Workshop question
How could your brand take inspiration from an adjacent industry?
Trend signals
Trend signals for Oat Care
Trend score 4.3 out of 10, from popularity 61%, activity 57%, freshness 9%.
Popularity61%
Activity57%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Oat Care trend
4 featured examples from Nov 27, 2020 to Jan 15, 2021CategoryFashion
Two-in-One Beetroot Cosmetics
The Ere Perez Beetroot Cheek & Lip Tint is Available in Two Shades
Disruptive innovation opportunity for brands to create a clean and plant-based cosmetic line that includes multi-use beauty products.
CategoryPop Culture
Ritualistic Skincare Creams
The Skin Transformation Cream Hydrates and Gently Boosts Radiance
There is a disruptive innovation opportunity for companies to create new skincare products that focus on holistic wellness and the mind-body connection.
CategoryFashion
pH-Balanced Milky Cleansers
Versed's Gentle Cycle Cleanser Features Anti-Inflammatory Oat Milk
The skincare industry can incorporate alternative milks, pH balancing and antioxidant-rich ingredients into product formulations, offering innovative new options for consumers.
CategoryFashion
Probiotic Oat Milk Cleansers
BYBI's Milk Melt Vegan Oat Milk Cleanser Soothes Sensitive Skin
Opportunity for skincare brands to capitalize on the growing demand for gentle and effective cleansers for people with sensitive or irritated skin.
