# Proactive Superfruit Skincare Croda Beauty's Phytessence Wassai Supports "Prejuvenation" By Laura McQuarrie | Published 2024-10-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/phytessence-wassai References: [instagram](https://www.instagram.com/croda_beauty/p/DA5zqA-sdE5/?img_index=1) & [crodabeauty](https://www.crodabeauty.com/en-gb/resources/blog/phytessence-wassai)  Croda Beauty's Phytessence Wassai is a new botanical extract that taps in the immense benefits and antioxidant-rich qualities of açaí, a superfruit proven to stimulate cellular protection mechanisms and maintain skin elasticity. Phytessence Wassai specifically speaks to Gen Z and Millennials' desire for "prejuvenation" and investing in products that will help to prevent visible signs of aging, rather than treating them after they've developed. "To achieve these aims of prejuvenation and delay the onset of ageing, Gen Z and Millennials look for versatile, preventive ingredients that seamlessly fit their flawless, wellness-driven lifestyle," says Croda Beauty. Croda Beauty established a long-term partnership with a dedicated acai producer in French Guiana to share this innovative botanical extract, which is 100% naturally derived, COSMOS-approved, and free from preservatives. ## Trend Insights (Trend Hunter) - Score: 7.7/10 - Popularity: 100% | Activity: 100% | Freshness: 30% - 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 - **Prejuvenation Skincare:** Prejuvenation emphasizes early skin care routines rooted in prevention to cater to younger demographics looking to forestall aging. - **Superfruit-infused Products:** Superfruit-infused product lines are leveraging the powerful antioxidant properties of fruits like açaí to create more effective skincare solutions. - **Botanical Sustainability:** Botanical sustainability partnerships highlight the increasing consumer demand for naturally derived and environmentally-friendly skincare ingredients. ### Who This Affects Most - **Skincare:** The skincare industry is increasingly integrating preventive and wellness-driven products to meet the evolving needs of younger consumers. - **Natural Cosmetics:** Natural cosmetics emphasize the use of 100% naturally derived and COSMOS-approved ingredients to cater to eco-conscious consumers. - **Anti-aging:** The anti-aging industry is seeing a shift towards 'prejuvenation,' focusing on products that prevent the onset of aging rather than merely treating its signs. ## Related on Trend Hunter - [Supercharged Antioxidant Skincare](https://www.trendhunter.com/trends/supergrape.md) - [Alternative Prejuvenation Serums](https://www.trendhunter.com/trends/pro-youth-dark-spot-serum.md) - [Inflammaging Serums](https://www.trendhunter.com/trends/inflammaging-skin-solution.md) - [Micro-Peptide Moisturizers](https://www.trendhunter.com/trends/collagen-bank1.md) - [Slow Ageing-Focused Products](https://www.trendhunter.com/trends/ultimune-power-infusing-serum.md) - [Youthful Apple-Inspired Skincare Lines](https://www.trendhunter.com/trends/youthtopia-collectio.md) - [Ageing-Positive Skincare Products](https://www.trendhunter.com/trends/auro-skincare.md) - [Sustainable Anti-Aging Solutions](https://www.trendhunter.com/trends/sustainable-antiaging-solution.md) - [Targeted Plant-Based Cosmeceuticals](https://www.trendhunter.com/trends/id-skin-identity.md)