Wellness and Beauty in 2023
Published 26 April 2023
Anti-stress and wellness-boosting beauty products have seen a rise in popularity over the past few years.
Considering 81% of global consumers agree that wellbeing is connected to the beauty of the skin, and 65% of Americans believe beauty and grooming are part of wellness, the reasoning is clear.
From skin barrier repair to menopause-centric beauty products, we explore the three key trends that are shaping the wellness and beauty space for the year ahead.
Building a Better Barrier
If you’re one of the 3.5 billion viewers of #SkinBarrier content on TikTok, this skincare trend won’t necessarily be new to you. The skin barrier – and its reparation and protection – is a growing concern for many beauty consumers. But why is this trend surfacing now? Because of the Covid-19 pandemic, people are realising that skin is the body’s first line of defence against bacteria and environmental threats. Increasingly polluted environments, unbalanced lifestyles, disruptive seasonal changes and the overuse of active ingredients and stripping acids are leading to a rise in complaints about skin sensitivity worldwide.
In China, 44% of female facial skincare consumers say having sensitive skin has caused them to change or upgrade the products they use. With a third of Chinese sheet mask users saying they’ll pay more for the ones suitable for sensitive skin, it’s no surprise that products such as South Korea’s Ohiohoo’s Oh No Red Mask, designed to instantly soothe and hydrate irritated skin, are a hit among those consumers. Elsewhere, brands like CeraVe (US), based on comforting ceramides, and La Roche-Posay’s (France/US) Cicaplast range are viral sensations, with content creators taking to their platforms to educate their audiences about products that can help to heal damaged skin.
With skin barrier repair, protection and overall health being very strong marketing points, brands will benefit from calling out skin barrier-boosting benefits in product descriptions – and making sure these are clearly listed on packaging.
Long-Wear Lifestyles
The demand for longer-wearing colour cosmetics is a makeup trend that has stemmed from the lucrative active lifestyle market, with the global wellness economy alone valued at $4.4tn. Fitness-committed consumers want products that have durability and staying power throughout their workouts.
A clear commercial avenue to blend wellness and beauty are long-wearing colour cosmetics lines. Take UK-based Revolution Beauty’s new Revolution Gym range. Each piece has been created with endurance, protection and coverage in mind. The Flex Clear Lash & Brow Mascara is designed to nourish and hold lashes and brows in place during workouts, whereas the Swipe & Conceal Anti-Redness Priming Stick hides skin flushing. Meanwhile, US-based Fitish’s new CBD Makeup Setting Spray is described as a “super-strength setting spray that protects your make-up all day, even through your workout”.
This growing category of beauty and wellness products is particularly appealing to the post-pandemic mindset of prioritising health and keeping active. Savvy brands should invest in technology and ingredients that will help them develop products that cater for these needs.
Rethinking Beauty’s Mature Approach
With 97% of menopausal women in the UK feeling that brands should work harder to cater for the menopause, opportunities are emerging for beauty brands to focus specifically on creating formulas with menopausal skin concerns in mind – while also changing the conversation about the menopause and its impacts.
Take inspiration from some of the forward-thinking brands already capitalising on this insight. US-based Pause Well-Aging – “the first menopause-centric skincare brand” – describes itself as “a movement to help change the narrative around ageing”. Its portfolio of products tackles menopausal skin concerns, including the Fascia Stimulating Tool to improve elasticity and minimise sagging, the Cooling Mist to target hot flushes, and the Collagen Boosting Moisturizer to improve firmness and texture. Alongside these products, the brand raises awareness and educates customers via its e-commerce site and social media channels. Elsewhere in the mature makeup category, Shiseido-owned Prior, a Japanese beauty brand providing makeup for older women (aged 50 and over), has recently launched the Beautiful Eye Cream Colour, a hybrid skincare and make-up stick that functions both as an eye shadow and an anti-ageing product.
With ageing populations leading to an increase in the number of menopausal women (one billion globally by 2025), and the conversation about menopause continuing to open up, beauty brands will fare well to take the needs of this important mid-life-to-older-age group into account when developing new lines and marketing campaigns.
As wellness and beauty trends continue to evolve, consider how your business can use insights like these to level up and develop a product and marketing offering that’s fit for purpose.
Want to know more?
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