In the 21st century, skincare trends move incredibly fast. Consumers have an insatiable demand for news of the latest products and treatments, the hottest brands, and new technologies. Instagram and other social media platforms provide a 24-hour service for this. These platforms have much influence on consumer perception and education, too.
As a result, the skincare industry must respond rapidly to new challenges from a very savvy, knowledgeable generation of beauty and skincare consumers.
The challenges include, for example, being able to demonstrate brand authenticity and a commitment to sustainability. But by far, the greatest challenge is being far enough ahead of the fast-moving trends to know where consumer demand is heading next. This is the only way to ensure that market share can be increased and, at the very least, will be retained.
There are many micro-trends happening in beauty right now, such as the use of sustainable by-products as skincare ingredients, and anti-pollution skincare. However, the expectations of consumers are moving in three key directions.
These are towards:
- Skincare that is protective of the microbiome
- Plant-based skincare that improves overall well-being as well as the skin’s appearance
- Tech-savvy, personalized skincare that offers optimal results
These are the products and treatments that salons and spas should be considering as core to their services over the next few years.
1. Microbiomes and probiotic skincare products
We’ve known about the health benefits of probiotics for digestion for a couple of decades now. Taking probiotic supplements and promoting good bacteria for gut health is a mainstream wellness concept. However, nurturing the health of good bacteria on our skin is fast following its footsteps in popularity and looks set to become a leading beauty trend of this decade.
What is a microbiome?
The skin’s microbiome pertains to the millions of bacteria, viruses and fungi that naturally and rightfully live on the skin’s surface. Friendly bacteria perform an important job of protecting the skin and preventing pathogenic growths like eczema and psoriasis.
If too much of this good bacteria is removed by a harsh skincare routine, it can alter the skin’s pH, cause inflammation and redness, and leave it vulnerable to unpleasant dermatological conditions. It is also thought that stripping skin of friendly bacteria can allow premature aging to occur by removing the shield that prevents free radicals from harming the skin.
A growing number of skincare experts are arguing that products must be microbiome-friendly, and consumers are listening to their advice. As a result, we have a growing number of products that are either probiotic, which actually add friendly bacteria to the skin, or are microbiome-friendly and promise not to upset the delicate balance of the skin’s friendly bacteria.
One example of a microbiome-friendly skincare range is Arosha Face, whose products are naturally synthesized from rice. A fermentation process uses bacteria to convert natural sugars and other organic elements into fibers of bio-cellulose.
2. Plant-based wellness rituals
Over the past few years, there’s been a real shift towards more sustainable, plant-based and vegan lifestyles. In fact, The Economist named 2019 as the “Year of the Vegan.” This shift in attitude isn’t only affecting the food people are choosing to consume. There’s a real cultural movement towards other plant-based lifestyle choices, such as fashion, and now skincare.
Consumers are not only looking for products that do not exploit animals in their production. Vegan and plant-based skincare is also about adopting a lifestyle choice that is inspired by nature, as well as one that protects it. People are looking for “enlightened” skincare products that enhance their sense of well-being by taking care of nature as well as nourishing their skin.
Skincare based on psychodermatology acknowledges that the skin is often affected by the mind. Stress, anxiety and depression can negatively influence the condition of the skin. An important new trend in skincare seeks to connect the skin with the mind through positive, holistic sensory experiences.
At the luxury end of the market, consumers are looking for salon and spa treatments that use natural products as part of a complete wellness experience. They increasingly engage with treatments that offer not only powerful results for the skin’s appearance; they also want treatments that stimulate all the senses. They are looking to get in tune with nature through the full immersion of every one of the senses in an almost ritualistic way.
This is an area that is now firmly in the mainstream. People want to know not only what’s in their products, but also what each ingredient can offer in terms of sensory experiences.
In the salon, brands like Purlés offer indulgent and ceremonial full sensory treatments. These provide a unique spiritual journey that not only offers incredible results for the skin, but also stimulates all the senses with its powerful, completely natural ingredients.
3. High-tech, personalized home skincare products
The worlds of artificial intelligence or AI and machine-learning are having an increasing influence on beauty and skincare trends. Some of the latest services bring high-tech, personalized skincare products into people’s homes. Consumers are able to feed data on their skin types, and their skincare needs and preferences that allow brands to produce a completely unique and personalized treatment.
These are luxury subscription-based products delivered regularly with opportunities to tweak your personalized formula to allow for seasonal changes in your skincare needs. There is an opportunity for these products to evolve with your skin as it matures and to tweak them enough for them to eventually become the perfect solution.
With the technology that this requires becoming more and more accessible, this is a trend that has enormous potential to go more mainstream.
What to do next
These are three of the most interesting and talked-about luxury skincare trends right now. If you are looking for new product ranges for use in your salon or spa, talk to a reputable skincare products distributor about how they can help you get on board with these trends and provide you with the right products to adapt the treatments you are able to offer to clients.
Elias Chabtini is the Founder and CEO of Medica Group, a leader in providing complete beauty solutions for medical aesthetic clinics, dentists and beauty aesthetic centers, setting high standards and providing high-quality products. Chabtini is renowned for his international leadership and expertise in non-invasive cosmetic surgery, and his 20 years of experience and consumer-centered practices have placed him as one of the 100 Inspiring Leaders in the Middle East by ArabianBusiness.com.