Category
Fashion
Scaled Restraint
Trend cluster
Category
Starch-Based
Care
Potato-based skin and hair care products offer natural benefits.
4.1
Trend score
Trend
What is the Starch-Based Care trend?
Starch-Based Care: Potatoes are being used as a base in hair and skin care products, whether in their whole form or with the starch that's extracted from them. With the root vegetable being frequently used in DIY cosmetic recipes, brands have taken inspiration from consumers' at-home habits and replicated them in the CPG space.
Insight
The consumer insight behind the Starch-Based Care trend
For everything from physical ailments to hair and skin care, consumers around the world have historically prioritized a combination of at-home remedies and medical visits. In North America, consumers now have a more nuanced understanding of global trends in health and beauty circles, thanks to their increased access to information online. Thus, consumers turn to brands that are able to harness the natural ingredients they're turning to, without them having to spend time creating at-home alternatives.
Trend themes
Themes within the Starch-Based Care trend
Three behaviours holding the trend together01
Natural Ingredients
Consumers turn to brands that are able to harness the natural ingredients they're turning to without them having to spend time creating at-home alternatives.
02
Vegetable-Infused Skincare
Vegetable-infused skincare is emerging to share even more nutrient-dense skincare solutions with unexpected ingredients that are already regarded as healthy.
03
Unusual Skincare Ingredients
With consumers always in search of the newest innovation in skincare, brands are meeting demand with unique ingredients like potato starch to combat skincare issues.
Industry implications
What the Starch-Based Care trend means for industry
Where the trend changes the playbookFor
Beauty and Personal Care
Brands in the beauty and personal care industry should explore the use of natural and vegetable-based ingredients to create innovative new skincare products.
For
Health and Wellness
The health and wellness industry should focus on creating products that address skincare concerns using natural and nutrient-dense ingredients like potatoes and vegetables.
For
Sustainable Materials
Brands in the sustainable materials industry should explore the use of materials like potato starch, seaweed, and coconut shells for eco-friendly and innovative products.
Workshop question
How could your brand take advantage of trends in the DIY space?
Trend signals
Trend signals for Starch-Based Care
Trend score 4.1 out of 10, from popularity 67%, activity 49%, freshness 9%.
Popularity67%
Activity49%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Starch-Based Care trend
4 featured examples from Dec 4, 2019 to Feb 12, 2020CategoryEco
Reusable Skincare Pads
'Let's Face It' is a Long-Lasting, Plastic-Free Exfoliating & Cleansing Pad
The Let's Face It pad's success demonstrates the potential for disruptive innovation in the skincare industry through the development of novel, eco-friendly skincare solutions.
CategoryEco
Sweet Potato Conditioners
Lush Cosmetics' Hair Necessities Conditioner Has Sweet Potato Puree
Disruptive innovation opportunity for cosmetics companies to create and market vegan-friendly hair care products with natural ingredients.
CategoryFashion
Vegetable-Packed Skincare Serums
Byroe's Skincare Serums Contain Tomato, Potato & Cabbage Extracts
The skincare industry can create vegetable- and fruit-based skincare products to offer more nutrient-dense and natural alternatives for consumers.
CategoryFashion
Potato Starch-Infused Skincare
NY Bae SKINfident Unveiled the 'Lit as Times Square' Serum
The skincare industry can capitalize on the trend of using unconventional ingredients and anti-aging solutions to create innovative and highly sought-after products.
