Organic, local produce and natural ingredients already made it onto our plates some time ago. Now food industry trends have woven their way into the world of cosmetics, too. Consumers are increasingly keen on products made from as few and as simple ingredients as possible.
”The focus is now on natural. Certified organic cosmetics are booming, but demand has increased for natural ingredients in ordinary cosmetics, too. It’s a sign of the times, people have woken up to the need for sustainability,” says Teampac’s Product Developer Terhi Vesa.
Asia has long been the hotspot of the beauty industry, with South Korea at the forefront. More people than ever are adopting the Korean multi-step skincare routine and layering different products to achieve a flawless, glowing complexion.
New trends are catching up with the Korean skincare routine, however, and these originate from even further away.
”Australia is taking the lead when it comes to relaxed and natural beauty. This trend allows us to be a little lazy and invest less time in achieving what we want. Hair can be natural, too,” Vesa explains.
On the other hand, ”Nordic Beauty”, skincare inspired by Nordic nature and traditions, has maintained its popularity – and continues to hold on to it. Consumers are interested in ingredients derived from nature and results that require less effort and products.
Versatility leads the way
Versatile products with multiple uses support the Australian idea of easy and relaxed beauty.
1980s brought us 2-in-1 shampoo and conditioner combos. Today we’re reaching for versatile oils, which benefit both the hair and the skin, or combined face and body washes. Hair conditioner, meanwhile, can be used as an ordinary rinse-out product, as a leave-in conditioner, or a hair mask.
Of course, this trend also has its countertrend, namely precision-accurate products.
”Germany is spearheading a heavily scientific and research-based product approach. Each product is developed to effectively address a single, very precise skincare problem,” Vesa says.
Despite their effectiveness, products are becoming increasingly gentle. For example, oil-based cleansers and cleansing creams are very popular.
Regardless of beauty trends, the demand for high quality remains constant. The same holds for the desire to maintain a healthy, well cared-for, moisturised and nourished skin.
”Quality comes from the ingredients: the way the product feels on the skin and how effectively it tackles problems. The final consumer choice, nonetheless, is highly influenced by the product’s brand image created by marketing,” Vesa concludes.
More to read: How to develop a new cosmetic product