Cosmetics Consumer Insights

Trend - Skincare brands are combining multiple products into single, premium sunscreens to streamline daily routines. These sunscreens double as concealers, and moisturizers, and are often manufactured with organic ingredients, creating a clear value-add for consumers willing to pay a premium.

Insight - Consumers in the beauty space are increasingly prioritizing products with health benefits, particularly those that align with environmentally-conscious values. As awareness of the risks associated with chemical sunscreens increases, so does the preference for products containing non-toxic, reef-friendly components. Brands are adapting by offering multifunctional sunscreens that cater to diverse skin types and provide additional skincare benefits, aligning with such consumer desires.

Trend - Brands are launching products influenced by the "skinimalism" trend, which advocates that a few well-formulated products can be more beneficial than numerous ones with redundant or unnecessary functions. This approach claims to promote radiant skin by preventing skin irritation and product overload.

Insight - With the surge of social media content highlighting "skinimalism" and the adverse effects of excessive skincare, consumers are looking for ways to streamline their routines without compromising skin health. In response, brands are developing products marketed as "multi-use" and "all-in-one," appealing to those who seek alternatives to the myriad products promoted on social media. By emphasizing simplicity and effectiveness, brands can meet the needs of shoppers who reject excessive consumerism.

Trend - Personal care companies are creating haircare products with a larger focus on unique, strong fragrances. The companies aim to increase fragrance customization and variety without compromising on function or price, thus further enabling personal expression through scent

Insight - Consumers that participate in daily health and beauty routines, particularly across the Asia-Pacific regions, are increasingly prioritizing unique fragrances in products. These consumers desire strong fragrances that last throughout the day and complement their personality, as prolonged exposure to the fragrances improves their moods and makes regular tasks more enjoyable. The ideal product for these consumers features a strong fragrance and does not compromise on function or affordability.

Trend - Brands in the personal care space are creating organic sunscreens designed for infant use. These sunscreens are devoid of harmful ingredients and are easy to wash off. These sunscreens are designed to reduce sun damage for infants, preventing skin irritations and ensuring healthy development.

Insight - While sunscreen has always been a popular part of consumers' daily skincare routines in the summer, social media platforms have drawn attention to the damaging effects of the sun, with such videos going viral. Consumers are now more actively wearing sunscreens, while parents ensure their children do the same. With a focus on regions with more sun exposure throughout the year, brands are now releasing specially formulated infant sunscreens for year-round daily use, even outside of the summer.

Trend - Personal care brands are creating leave-in hair treatments designed to detangle, protect, and vitalize hair. The key ingredient is soy protein which has been shown to produce more resilient and healthy hair, resulting in fewer split ends or breakages, particularly for consumers with longer, thicker hair.

Insight - The ever-growing popularity of the self-care and haircare industries has led to products becoming refined and mature, with consumers becoming intimately knowledgeable of commonly-used ingredients and their specific effects, whether in general or to their specific bodies. The sophistication of the industry leads consumers to opt for more organic ingredients with proven positive benefits. Brands are recognizing these desires and are turning to natural inclusions such as soy protein.

Trend - Cosmetics brands are creating haircare products with microbiome-supporting formulas. By including probiotics, prebiotics, and stem-cell supporting ingredients, these products are designed to provide both a balanced pH level and a natural protective barrier for the scalp.

Insight - Health and beauty consumers, particularly from younger generations, are becoming increasingly aware of the importance of preventative care. This leads to practices such as wearing sunscreen, moisturizing, and using organic products, to get ahead of skin imperfections. This has led to these consumers recognizing the importance of scalp care in terms of healthy hair development. Brands are addressing the needs of these groups with scalp microbiome-supporting care products.

Trend - Self-care products are being offered in aluminum cans to enhance sustainability. Often coupled with refillable designs, these cans reduce packaging costs and are nearly infinitely recyclable. Additionally, the resilience of aluminum packaging simplifies shipping and logistics systems.

Insight - The majority of consumer cosmetic products are packaged in bright plastic cases. Consumers in this space are accustomed to these designs. However, they are becoming increasingly aware of the environmental impact of single-use plastics, and as a result, are now gravitating toward more sustainable solutions, such as refillable or recyclable packages. Brands in the self-care and beauty industries are recognizing the ever-increasing importance of sustainable packaging, and are turning to aluminum.

Trend - Synthetic biology is revolutionizing the personal care industry by making products more sustainable and personalized. Companies are using biosynthesis, a process where engineered organisms like yeast convert sugar into various useful substances, to produce ingredients traditionally derived from petroleum or animal sources.

Insight - Consumers are increasingly driven by the tension between their need for effective personal care products and their ethical and environmental values. They are no longer willing to compromise on sustainability or animal welfare for the sake of performance. This growing awareness and concern for the planet and ethical sourcing practices are pushing consumers to seek out products that reflect their values.

Trend - Birch juice, a traditional Northern European health tonic, is carving out a niche in the modern wellness and skincare market, particularly within the specialty sunscreen sector. This natural, mildly sweet liquid, celebrated for its hydration and nutrient-rich profile, is now being recognized for its UV protection properties.

Insight - Consumers are prioritizing specialized, natural skincare products. This shift is largely fueled by an increasing awareness of the potential adverse effects associated with synthetic ingredients found in traditional skincare formulations. As people become more educated about the ingredients in their skincare products, there's a growing preference for products that utilize natural substances. These natural ingredients are celebrated not only for their protective qualities, such as shielding the skin from harmful environmental aggressors,

Trend - Cherry fragrances are making a significant impact in the beauty and perfume industry, propelled by the broader cultural embrace of cherry as a key motif across various domains, from fashion to social media aesthetics. These fragrances range from luxury to affordable, tapping consumers at all purchasing levels.

Insight - The cherry aesthetic has become a popular trend on social media, symbolizing both playfulness and sophistication. Brands are tapping into the emotional and aesthetic connections that consumers have formed with this theme through platforms like TikTok and Pinterest. These platforms not only showcase and amplify the cherry aesthetic but also allow consumers to explore and express their identities, enhancing their engagement with brands that align with digital culture trends. This shift towards visual storytelling and mood-based purchasing is evident as consumers seek authenticity and community.