# Oat Care Oat milk's popularity as an alternative beverage has translated to the skincare space. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jan 27, 2021 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/oat-care ## Key Figures - Trend score: 4.3/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 27, 2020 to Jan 15, 2021 - Published: Jan 27, 2021 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Oat Care trend ### Natural Ingredients The focus on natural ingredients creates a sense of trust between the brand and the customer. ### 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. ### Alternative Milk Skincare Products Alternative milk products have carved a space for themselves in skincare products, associated with plant power and health. ## What the Oat Care trend means for industry ### For 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 for Oat Care Trend score 4.3 out of 10, from popularity 61%, activity 57%, freshness 9%. - Popularity: 61% - Activity: 57% - Freshness: 9% ## Examples of the Oat Care trend 4 featured examples from Nov 27, 2020 to Jan 15, 2021. - [Two-in-One Beetroot Cosmetics](https://www.trendhunter.com/trends/lip-tint-1): The Ere Perez Beetroot Cheek & Lip Tint is Available in Two Shades (Category: Fashion) Implication: Disruptive innovation opportunity for brands to create a clean and plant-based cosmetic line that includes multi-use beauty products. - [Ritualistic Skincare Creams](https://www.trendhunter.com/trends/skin-transformation): The Skin Transformation Cream Hydrates and Gently Boosts Radiance (Category: Pop Culture) Implication: There is a disruptive innovation opportunity for companies to create new skincare products that focus on holistic wellness and the mind-body connection. - [pH-Balanced Milky Cleansers](https://www.trendhunter.com/trends/milky-cleansers): Versed's Gentle Cycle Cleanser Features Anti-Inflammatory Oat Milk (Category: Fashion) Implication: The skincare industry can incorporate alternative milks, pH balancing and antioxidant-rich ingredients into product formulations, offering innovative new options for consumers. - [Probiotic Oat Milk Cleansers](https://www.trendhunter.com/trends/oat-milk-cleanser): BYBI's Milk Melt Vegan Oat Milk Cleanser Soothes Sensitive Skin (Category: Fashion) Implication: Opportunity for skincare brands to capitalize on the growing demand for gentle and effective cleansers for people with sensitive or irritated skin. ## 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)