# Phytoestrogen-Infused Skinare Paula's Choice Debuts the Phytoestrogen Elasticity Renewal Serum By Grace Mahas | Published 2022-08-01 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/clinical-phytoestrogen-elasticity-renewal-serum References: [PaulasChoice](http://www.PaulasChoice.com) [Paula's Choice](https://www.trendhunter.com/trends/procollagen-peptide-plumping-moisturizer), the revolutionary skincare brand that tackles acne-prone skin, recently expanded its portfolio with the introduction of two new products -- the Clinical Phytoestrogen Elasticity Renewal Serum and Body Treatment. Both offerings are designed to support the impact of estrogen loss on the skin. Estrogen levels begin to decline around the age of 40 for women, which reduces elasticity, hydration, and density. However, the use of [non-hormonal plant-based phytoestrogens](https://www.trendhunter.com/trends/bakuchiol-plumping-capsule-cream) can help transform skin. According to the brand, "phytoestrogens are non-hormonal naturally occurring antioxidant compounds found in plants such as soy. They work by signaling the skin's surface to behave in a healthier way, similar to how skin acts prior to changes that typically occur in your mid-40's." [Paula’s Choice](https://www.trendhunter.com/trends/pauls-choice-expands) NEW Clinical Phytoestrogen Elasticity Renewal Serum and Clinical Phytoestrogen Elasticity Renewal Body Treatment improve the look of elasticity, crepey texture, and signs of aging that coincide with estrogen decline. Image Credit: Paula's Choice ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 77% | Activity: 90% | Freshness: 12% - Audience gender: 10% men, 90% women - Primary generations: Gen X - 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 ### Why This Trend Is Growing - **Phytoestrogen Skincare:** Expanding product portfolio to include phytoestrogen-infused skincare products for women over 40, designed to combat the effects of estrogen loss on the skin. - **Plant-based Anti-aging:** Non-hormonal plant-based phytoestrogens used in the form of skincare products providing a healthier alternative to traditional anti-aging treatments. - **Elasticity Renewal Products:** New products that specifically target elasticity renewal in the skin and help reduce the signs of aging caused by estrogen loss. ### Industries Being Reshaped - **Skincare Industry:** Disruptive innovation opportunities for skincare companies to focus on developing plant-based and non-hormonal skincare products specifically for women over 40 years of age, combating estrogen loss. - **Anti-aging Industry:** Phytoestrogen-focused anti-aging products provide disruptive innovation opportunities for companies in the anti-aging industry to explore the potential benefits of using plant-based and natural ingredients in their products. - **Health and Wellness Industry:** Companies within the health and wellness industry could explore the opportunities of creating phytoestrogen supplements that support healthy estrogen levels in women over 40, promoting overall health and well-being. ## Related on Trend Hunter - [Rejuvenating Biotech Serums](https://www.trendhunter.com/trends/mystro-revive-renewing-serum.md) - [Peptide Moisturizing Solutions](https://www.trendhunter.com/trends/procollagen-peptide-plumping-moisturizer.md) - [Skincare Product Range Expansions](https://www.trendhunter.com/trends/pauls-choice-expands.md) - [Multi-Benefit Eye Serums](https://www.trendhunter.com/trends/procollagen-peptide-firming-eye-serum.md) - [Strengthening Skin Creams](https://www.trendhunter.com/trends/resilience-cream.md) - [Clean Hormone-Friendly Skincare](https://www.trendhunter.com/trends/ever-skincare.md) - [Vegan Collagen Skincare](https://www.trendhunter.com/trends/ageless-firm-even-serum.md) - [Clinically Tested Intimate Serums](https://www.trendhunter.com/trends/the-plum-serum.md) - [Gentle Skin-Enhancing Serums](https://www.trendhunter.com/trends/beauty-pies-youthbomb.md)