Category
Fashion
Scaled Restraint
Trend cluster
Category
Serum
Cleanser
Facial cleansers are formulated with ingredients common in serums.
1.4
Trend score
Trend
What is the Serum Cleanser trend?
Serum Cleanser: Despite only being on the skin for a brief amount of time, facial cleansing products are being adapted with active ingredients that are commonly found in targeted serums. Creating serum-like formulas and consistencies boosts the perceived efficacy of these products.
Insight
The consumer insight behind the Serum Cleanser trend
When it comes to skincare, consumers are increasingly researching and seeking out specific ingredients, rather than simply trusting the promises made on cosmetic labels. This more thorough and well-rounded approach to personal care has made it so that customers expect quality and target ingredients in all the products they purchase as part of their self-care routines.
Trend themes
Themes within the Serum Cleanser trend
Three behaviours holding the trend together01
Targeted Ingredients
Consumers expect quality and target ingredients in all the products they purchase as part of their self-care routines.
02
Natural Ingredients
A variety of skin-balancing products powered by natural ingredients are emerging, especially as the skin's pH can be disrupted by lifestyle and environmental factors.
03
Multi-Functional Products
Multi-functional products, such as the NUORI VITAL UNIFIER, that offer more than one benefit are becoming increasingly popular in the skincare industry.
Industry implications
What the Serum Cleanser trend means for industry
Where the trend changes the playbookFor
Skincare
Skincare companies can leverage targeted and natural ingredients in their products to appeal to consumers' desire for quality and effective self-care products.
For
Makeup
With multi-functional products being popular, makeup companies can create products that offer additional skincare benefits, such as the ability to refresh and hydrate the skin.
For
Beverage
The booming alternative milk industry can serve as inspiration for skincare companies to incorporate alternative milk ingredients, such as argan milk, in milky cleansers.
Workshop question
How is your brand adapting to the needs of the more informed consumer?
Trend signals
Trend signals for Serum Cleanser
Trend score 1.4 out of 10, from popularity 19%, activity 16%, freshness 9%.
Popularity19%
Activity16%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Serum Cleanser trend
4 featured examples from Feb 10 to Jun 24, 2020CategoryFashion
pH-Balancing Cleansers
Summer Fridays' Super Amino Gel Cleanser is Clean & Cruelty-Free
The skincare industry has an opportunity to meet the growing demand for natural and cruelty-free products by developing and offering effective formulations with ethically-sourced…
CategoryFashion
Argan Milk Cleansers
Josie Maran's Vitamin-Rich Skincare is an Alternative Milky Cleanser
Skincare brands can incorporate alternative milks, multi-tasking ingredients, and chemical exfoliants to create innovative and effective products.
CategoryFashion
Serum-Enhancing Cleansers
The NUORI VITAL UNIFIER Doubles as a Refreshing Mist & Makeup Fixer
The introduction of NUORI's VITAL UNIFIER presents an opportunity for the skincare industry to innovate and create products that incorporate nourishing ingredients such as organic…
CategoryFashion
Gardenia Stem Cell-Infused Cleansers
The Face the Morning Foaming Cleanser Fights Impurities
The skincare industry can explore the incorporation of stem cell-infused cleansers with natural ingredients to create innovative products that cater to various skin types and conc…
