Beauty Sleep: The New Rituals & Routines
Sleep optimisation remains one of the hottest wellness trends of this decade. As good sleep continues to be a long-term goal for the chronically stressed and overstimulated, wellness and personal care brands are ramping up their efforts to capitalise on the commercial sweet spot between health and beauty.
Selling into Sleepmaxxing
Maximising Beauty Sleep
Scenting Perfect Sleep
Nighttime beauty and wellbeing routines have snowballed thanks to viral Gen Z TikTok recommendations and Instagrammable routines expanding in pursuit of ‘sleepmaxxing’ (improving sleep quantity and quality) and optimised (‘ugly’) sleep for morning beauty gains. With new routines come new product opportunities, which shrewd brands are already capitalising on.
Nighttime beauty and wellbeing routines have snowballed thanks to viral Gen Z TikTok recommendations and Instagrammable routines expanding in pursuit of ‘sleepmaxxing’ (improving sleep quantity and quality) and optimised (‘ugly’) sleep for morning beauty gains. With new routines come new product opportunities, which shrewd brands are already capitalising on.
Summary
Selling into Sleepmaxxing | Nighttime beauty and wellbeing routines have snowballed thanks to viral Gen Z TikTok recommendations and Instagrammable routines expanding in pursuit of ‘sleepmaxxing’ (improving sleep quantity and quality) and optimised (‘ugly’) sleep for morning beauty gains. With new routines come new product opportunities, which shrewd brands are already capitalising on. |
Maximising Beauty Sleep | The overnight skincare category is booming, and innovation is going above and beyond the global $21bn face mask category. There are opportunities in whole-range sleep portfolios, topicals and supplements that support sleep for good skin and formulas that optimise overnight cell turnover. |
Scenting Perfect Sleep | The olfactory pathway remains key for sleep-centric beauty and wellbeing, and scent-forward brands can offer tantalising products in both established categories – like pillow mists – as well as new areas, such as bedtime fragrances and sophisticated laundry care. |
Beauty Sleep: The New Rituals & Routines
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
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