# Starch-Based Care Potato-based skin and hair care products offer natural benefits. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Feb 12, 2020 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/starchbased-care ## Key Figures - Trend score: 4.1/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Dec 4, 2019 to Feb 12, 2020 - Published: Feb 12, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Starch-Based Care trend ### 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. ### 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. ### 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. ## What the Starch-Based Care trend means for industry ### For 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 for Starch-Based Care Trend score 4.1 out of 10, from popularity 67%, activity 49%, freshness 9%. - Popularity: 67% - Activity: 49% - Freshness: 9% ## Examples of the Starch-Based Care trend 4 featured examples from Dec 4, 2019 to Feb 12, 2020. - [Reusable Skincare Pads](https://www.trendhunter.com/trends/cleansing-pad): 'Let's Face It' is a Long-Lasting, Plastic-Free Exfoliating & Cleansing Pad (Category: Eco) Implication: 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. - [Sweet Potato Conditioners](https://www.trendhunter.com/trends/hair-necessities-conditioner): Lush Cosmetics' Hair Necessities Conditioner Has Sweet Potato Puree (Category: Eco) Implication: Disruptive innovation opportunity for cosmetics companies to create and market vegan-friendly hair care products with natural ingredients. - [Vegetable-Packed Skincare Serums](https://www.trendhunter.com/trends/skincare-serums): Byroe's Skincare Serums Contain Tomato, Potato & Cabbage Extracts (Category: Fashion) Implication: The skincare industry can create vegetable- and fruit-based skincare products to offer more nutrient-dense and natural alternatives for consumers. - [Potato Starch-Infused Skincare](https://www.trendhunter.com/trends/lit-as-times-square): NY Bae SKINfident Unveiled the 'Lit as Times Square' Serum (Category: Fashion) Implication: The skincare industry can capitalize on the trend of using unconventional ingredients and anti-aging solutions to create innovative and highly sought-after products. ## 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)