If 2019 was the year when glowing skin without makeup became the ultimate outward expression of self-care, then the future looks greener and cleaner.
Consumers are more self-educating - checking ingredients on labels, watching videos from a global perspective, and showing interest in the use of colorants, which often involve ingredients that can be found at ease rather than in laboratories.
1. Pure beauty, better or worse, stands out
Pure beauty is a vague but ubiquitous term. Anything that contains organic or natural ingredients can be marketed as "pure", but the problem is how Dr. Nazarian emphasizes that “none of these conditions are regulated. They mean what the company or the consumer chooses. "
“Organic” can have different meanings, but it usually means that no pesticides have been used or that most, if not 100 percent, of the ingredients come from organic farming.
2. CBD Beauty Will Be Even More In 2020
According to Harvard Health Publishing, cannabidiol (CBD) is an extract from the hemp plant, which is a cousin of the marijuana plant. However, since hemp plants do not contain more than 0.3 percent THC, the psychoactive ingredient tetrahydrocannabinol that gets people high, CBD shouldn't worry you. However, that hasn't stopped CBD products from making a big splash in the beauty market.
The popularity of CBD lotions and other cannabidiol balms has skyrocketed over the past year. According to Harper's Bazaar, searches for CBD skin care products on Google increased 368 percent, indicating an influx of new brands and products.
Jenny Middleton, beauty director for trend forecasting company WGSN, which has been tracking CBD trends since 2015, says the rise in CBD skin care can be seen as part of a broader shift towards more natural beauty and health products. “We see it used in everything from relaxing jets to sleeping mists, as well as treating menstrual cramps or pain associated with high heels. Now it is a product of the moment that promises to cure all diseases, ”says Dr. Middleton.
If we don't know, according to the current state of research, CBD can cure, if at all. However, early results provide clues.
Several studies, including an article published in the Journal of Clinical Research in July 2014, suggest that CBD may help reduce the production of sebum, an oil that is overproduced on acne-prone skin. This preliminary research suggests CBD may play a role in acne treatment.
Additionally, a study published in March-April 2019 in the Italian journal La Clinica Terapeutica found CBD balms devoid of the psychoactive ingredient THC are safe and effective topical treatments for inflammatory skin conditions, including acne.
“If you have a skin condition such as acne, CBD works at the follicular level, improving sebum [and] the release of discarded cells and suppressing bacteria to prevent this from happening again,” says Vancouver, Washington. Philip Blair, MD, is an advisor to Elixinol, an oral CBD line that recently launched Sativa, a line of cannabis skin care products. “Most cosmetic products are only on the surface of the skin, but CBD penetrates deeply to restore the natural functions of the skin. That's the beauty of CBD - you address both symptom and cause, thereby improving overall tissue function. "
Dr. Shamban says CBD has significant anti-inflammatory properties and thinks interesting things will happen with CBD skin care. “It's like they were hiding this information from us in medical school,” she says. “Every cell in the body has all of these cannabid receptors that don't seem to be associated with the endorphin system — they are centers of pain and pleasure. So why didn't we know about these receptors before? " It remains to be determined, but I think this is very promising. "
3. Sustainable or green beauty remains in trend.
The green or sustainable beauty trend, also known as eco-beauty, is part of a broader philosophy of life, an approach to self-care that emphasizes that you are not taken into the mirror in such a way that you throw the earth on the edge.
"Sustainability is a very positive movement from beauty to fashion and beyond," says Dr. Scherber. "The term" green beauty "has many meanings, but most often the use of synthetic preservatives and synthetic fragrances is completely eliminated or minimized. EcoCert is an independent organization that is currently awarding Cosmos certification for environmentally friendly cosmetic products to test whether they comply with the principles of non-genetically modified ingredients and are free of petrochemicals. “This means that none of the ingredients are made from organisms that have been made in the laboratory using genetic modification or engineering, and that the products don't contain a long list of chemicals, including the so-called 'dirty dozen', all made from oil and how are known to be harmful.
As Scherber notes, green beauty is not just about ingredients for your skin care, it's packaging too. For example, a growing number of cosmetics companies are switching from single-use plastic packaging to recyclable packaging. Unilever, the parent company of Dermalogica, Murad, Kate Somerville and REN Clean Skincare, has pledged to cut the use of certain plastics in packaging by almost half by 2025, while L'Oreal has pledged to switch to paper-based cosmetic tubes. in 2020.
4. Skin care becomes even more personal thanks to technology
As technology makes it easier to create personalized product formulas, brands are starting to tickle each other to deliver a personalized skin care experience to consumers. Tailor-made skin care products - that is, individually formulated products - are becoming increasingly popular. Middleton believes this market will bring beauty and science together in exciting new ways: "Personalized skin care is growing in popularity, including products that are based on personal biometrics that track hormonal changes and thus skin care needs."
For now, however, customization is usually limited to tests, which, according to Nair Aslanyan, project manager at Kline's consumer goods group in New York, can help define a consumer's profile and preferences. “Hairstory and Madison Reed [are] brands that have successfully launched a specific list of products that encourage website visitors to test to ensure they are getting a product that meets their individual hair needs before buying or browsing corresponds, ”says Aslanyan.
Skin care brands like Vitruvi and The Buff also use quizzes to pick up oils for the face and body. They formulate specific blends of ingredients based on answers to questions dealing with individual problems, from acne to dullness to scars, and deliver bespoke blends that are unique to each consumer.
Brands like Mxt and Skinsei allow customers to create their own formulas for skin care programs based on more sophisticated tests, everything from your UV radiation and the quality of the air you live in to how much water you drink and how lots of movement. This data enables them to develop more complete profiles. "After consumers profile, the development team will design a product that addresses skin problems and goals, or buyers can choose ingredients to create their own product," says Aslanyan.
While these approaches to personalized skin care are still fairly simple, DNA and AI tests are becoming more common. For example, many home beauty devices use apps to diagnose skin problems and inform users about their skin type. According to Aslanyan, this eliminates "user errors and misdiagnoses that can occur with other personalization profile tests".
Shamban believes this is just the beginning. In the near future, "you'll scratch your skin and the inside of your mouth," she says. "And they'll look at your microbiome, they'll look at your hormones, the expression of your DNA from different genes, because the age on your driver's license has nothing to do with the age of your skin." For example, if you're concerned about wrinkles and want to slow aging, a brand can create a formula that contains vitamin C, resveratrol, hyaluronic acid, and some niacinamide. "Of course it will be a little more expensive than the crowd," says Shamban, "but fashion is always worth it."
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