Clean beauty taken to the next level with ‘evidence-based’ clean beauty.
The ‘Clean’ and ‘Green’ beauty trend has been growing for the last few years, with consumers aligning themselves to brands with a strong philosophy of ethics and human health. Whilst clean beauty is a valid brand platform, consumers want to take this to the next level now. They are looking for evidence-based ingredients that truly deliver, while still falling into the ‘clean’ category. They are seeking scientifically verified and visual results from products with human health and the environment front of mind. Formulators must focus on ensuring that all ingredients added to products are clean, ethical, and… actually work! Clean, evidence-based science, rather than simply ‘clean beauty’ is the emerging trend for 2021.
Intelligent makeup that delivers skin-deep results!
Consumers will be expecting more from their makeup than just the surface cosmetic benefits. The mineral makeup trend has been with us for years with savvy consumers steering away from products containing artificial colours, plastic-based shimmer additives and undesirable fillers that may look great but do nothing for the long-term health of our skin or our marine environment. Makeup should be considered as an extension of a good skincare regimen. It should be the final step in your morning routine, offering protective benefits and often antioxidant protection.
Better formulated mineral makeups should offer real skin benefits. Broad spectrum protection is no longer enough from cosmetics. Time poor consumers feel more confident thinking of makeup as a final step in their routine if it delivers protection from solar damage, environmental free radicals, pollution and dehydration. Using high levels of zinc oxide (over 20%) and titanium dioxide creates excellent protection for UVA, UVB and even Infrared (IR) solar radiation, which contributes to free radical damage and skin ageing. Green tea extract, vitamin C and lycopene are excellent antioxidant additions, and new plant-based liposomes help to hydrate the skin all day by adjusting to your skin’s needs.
When considering only sun protection, there’s so much more to minerals than just high levels of zinc oxide and titanium dioxide. Blue light protection from the sun, and even our screens and devices, is an emerging new trend in skincare and we will be hearing even more about it in 2021. Mineral makeup that opts for natural iron oxides as the colour base, rather than the more commonly used FD&C dyes, have the added benefit of protection from harmful blue light radiation, also known as HEV (High Energy Visible) light. Blue light can penetrate at the deepest level of our skin where our precious collagen and elastin resides, and HEV can really accelerate the ageing process in our skin cells and increase uneven skin pigmentation. Eek!!! But minerals to the rescue, Iron oxide pigments (namely red, yellow and brown iron oxide that help to create that perfect mineral-based skin tone) at a dosage over 3% will help to protect skin from harmful blue light.
‘Unmasking’ a new trend in 2021
COVID has certainly seen an increase in the need to show self-care, and the skincare beauty mask segment growth has certainly reflected this emerging trend. The market has seen a huge upturn in the ‘me time’ product categories where consumers are taking time out in their week to truly treat themselves and go that extra mile with their busy routine.
Areas of growth the detoxifying and clarifying masks, and deeply hydrating treatment masks to combat the havoc wreaked on skin, particularly from hours of wearing COVID-protective masks. These masks must really pack a punch with evidence-based cosmeceuticals while still offering clean beauty ingredients.
Time poor consumers are also expecting visible results from masks with active ingredients in minimal time. Express masks are an emerging trend offering a quick and effective pick-me-up before an evening event or even a mini-pamper before starting a busy workday.
The nurturing and results-driven mask experience is the perfect way to alleviate the stress we are all feeling now and this area will continue to see significant growth in 2021.
Balancing our skin microbiome
Balancing the microbiome of the gut has been on-trend for the last decade and the skin is now catching up. Balancing the skin microbiome will certainly be an emerging trend in 2021.
Did you know that there are more bacteria sitting on the top of the skin than the total number of skin cells we possess? Cool, huh? So, we really need to nurture and balance these little microbes with skin prebiotics and probiotic lysates. I think of the prebiotic as food for the good bacteria. My favourite prebiotic to formulate with is alpha glucan oligosaccharide. Probiotic lysates contain the active sections of the bacteria that deliver the barrier strengthening results to the skin. Hint: Look for bacterial lysates such as Bifida ferment lysate and avoid skincare products with whole, live bacteria. This is because the preservative in the product will probably kill it before you open the jar!
Aloki Skin clinic Townsville explains using prebiotic and probiotic skincare really helps with skin redness, breakouts and sensitivity, a concern we are seeing so much more of over recent times with higher stress levels and with our skin barrier being compromised with mask wearing.
Consumers have a craving for knowledge
Today’s consumers are incredibly savvy and are demanding transparency from brands. They are hungry for education and want to cut through the white noise to understand exactly what they apply to their face and body. They take exception to the fancy marketing terms, mind boggling jargon and promises in a jar that currently flood the beauty and skin care industry.
Consumers are determined to uncover the truth about ingredients and what is actually in their bathroom cabinet so they can be empowered to invest in products that are proven to deliver results and suit their specific skin needs.
Everybody deserves to have total confidence in their skin and I am dedicated to debunking skin myths and helping inform and educate Australians to make smarter skin care choices.
To find out about Terri Vinson and Synergie Skin, please visit https://synergieskin.com.
