# Optimized WOC Skincare AVYA Skincare Combats Acne & Anti-Aging for Those with High Melanin Levels By Laura McQuarrie | Published 2019-08-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/avya-skincare References: [vogue.in](https://www.vogue.in/beauty/content/skin-care-brand-avya-for-acne-prone-indian-skin-pigmentation) & [avyaskincare](https://www.avyaskincare.com/collections/luxury-skincare-regimens) AVYA Skincare creates [luxury skincare products](https://www.trendhunter.com/trends/h2v-skincare) that are focused on melanin, as higher levels are associated with reduced skin hydration, increased skin thickness and uneven skin tone. According to Dr. Tanuj Nakra, one of the creators of AVYA Skincare, "Historically, most skincare lines have not focused on melanin, effectively ignoring one of the central concerns of people with darker skin." The brand is focusing its efforts on serving customers that have higher concentrations of melanin, specifically to address concerns like [aging, acne and irregular pigmentation](https://www.trendhunter.com/trends/acure-skincare). There are a number of regimens available from the brand, including ones like Purify & Nourish, Protect & Hydrate or Renew & Restore and the AVYA Skincare, which is touted as the [most advanced skincare routine](https://www.trendhunter.com/trends/firming-skincares) from the brand. Image Credit: *[AVYA Skincare](https://www.instagram.com/p/Bz3He69ntmJ/)* ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 30% | Activity: 33% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Melanin-focused Skincare:** Opportunity for developing skincare products specifically targeted at addressing the concerns of individuals with higher concentrations of melanin, such as aging, acne, and irregular pigmentation. - **Inclusive Skincare:** Opportunity to create skincare lines that cater to the needs of people with darker skin tones, acknowledging their unique concerns and providing effective solutions. - **Advanced Skincare Routines:** Opportunity to develop and market advanced skincare routines that offer comprehensive solutions for specific skin concerns, such as Purify & Nourish, Protect & Hydrate, or Renew & Restore. ### Who This Affects Most - **Skincare:** Opportunity for skincare brands to disrupt the industry by focusing on developing products that target the specific needs of individuals with higher melanin concentrations. - **Beauty:** Opportunity for the beauty industry to foster inclusivity by catering to the skincare needs of people with darker skin tones and offering effective solutions. - **Health & Wellness:** Opportunity for the health and wellness sector to explore and promote skincare regimens that provide advanced solutions for various skin concerns. ## Related on Trend Hunter - [Revitalizing Melanin-Targeted Skincare](https://www.trendhunter.com/trends/brownkind.md) - [Luxury Biotech Skincare](https://www.trendhunter.com/trends/av-laboratories.md) - [Youth-Oriented Beauty Branding](https://www.trendhunter.com/trends/youthoriented-beauty.md) - [Ageing-Positive Skincare Products](https://www.trendhunter.com/trends/auro-skincare.md) - [Luxury Biotech Skincare Brands](https://www.trendhunter.com/trends/av-laboratories-skincare.md) - [Biotech-Powered Skincare Routines](https://www.trendhunter.com/trends/veriphy-skincare.md) - [Skin Longevity Creams](https://www.trendhunter.com/trends/skin-longevity.md) - [Proactive Modern Skincare Lines](https://www.trendhunter.com/trends/mimosa-lane.md) - [Indian Superfood Skincare](https://www.trendhunter.com/trends/suyu.md)