# Aromatherapeutic Floral Skincare Femmue Supports the Skin with "Flower Therapy" By Laura McQuarrie | Published 2020-06-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/femmue References: [medium](https://medium.com/@nivea_accelerator/shaping-the-future-of-beauty-meet-nxs-5-new-beauty-startups-891d9dc08823) & [femmue](http://www.femmue.com/) After struggling with a busy schedule and a sense of mind-body disconnect, Kelly Chung established Femmue to offer [approachable self-love](https://www.trendhunter.com/trends/selfcare-essentials) through the energy of flowers—or "Flower Therapy." All of the brand's products are centered around the [beautifying and healing properties of flowers](https://www.trendhunter.com/trends/royal-tulip-hydrating-biphase-tonic), such as their ability to help with destressing and strengthening the skin. The brand makes everything from cleansers and serums to masks and moisturizers, which prominently feature active ingredients like antioxidant-rich camellia flower, also known as the oriental rose. Femmue is one of the start-ups that has been selected for the second batch of the NIVEA Accelerator program, where it will have access to benefits like partnerships, exclusive office space, mentoring and more. Image Credit: Femmue ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 58% | Activity: 33% | Freshness: 9% - 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 ### Why This Trend Is Growing - **Flower Therapy Skincare:** The integration of aromatherapeutic flower properties into skincare products presents a unique opportunity for innovative solutions in the beauty industry. - **Natural Skincare:** The demand for natural, plant-derived ingredients in skincare products presents a trend for innovation in the beauty industry. - **Mental Health Awareness Beauty:** Combining the practice of self-care with mental health awareness provides an opportunity for disruption and innovative solutions in the beauty industry. ### Industries Being Reshaped - **Beauty:** The beauty industry has the opportunity to incorporate aromatherapeutic flower properties into skincare products to make them stand out and promote self-love. - **Wellness:** The wellness industry can incorporate flower therapy and its calming properties into various products for a natural destressing solution. - **Mental Health:** The practice of self-care and awareness of mental health can incorporate aromatherapeutic floral skincare to promote overall well-being. ## Related on Trend Hunter - [Flower Elixir Skincare](https://www.trendhunter.com/trends/all-purpose-oil.md) - [Emotionally Invigorating Skincare Lines](https://www.trendhunter.com/trends/aromachology-principles.md) - [Women-Empowering Self-Care Products](https://www.trendhunter.com/trends/emmeline-skin.md) - [Empowering Kombucha Skincare](https://www.trendhunter.com/trends/kombucha-facial-treatment-essence.md) - [Refillable Plant-Powered Skincare](https://www.trendhunter.com/trends/folie.md) - [Cost-Conscious Clinical Skincare](https://www.trendhunter.com/trends/wildfleur.md) - [Korean-Inspired Skin Emulsions](https://www.trendhunter.com/trends/kiehls-2.md) - [Calming Neurocosmetic Skincare](https://www.trendhunter.com/trends/skin-to-mind.md) - [Next-Gen Sensual Bodycare](https://www.trendhunter.com/trends/mienne.md)