Actives are good, but people are mixing too many, overusing them, or using a higher strength than necessary causing havoc for the skin. “Nowadays, you can easily pick up potent skincare ingredients and be told how to use them by unqualified and inexperienced influencers. Sunscreen will remain a staple for most (as it absolutely should - it is a vital step to reducing the risk of cancer and of premature ageing).
If you have lots of products cluttering up your bathroom, expect to see a move towards streamlining your skincare as we realise too much can have a negative effect on our skin, on our minds, and on the planet. “High-tech skincare used to be daunting, but now customers are more confident in understanding the results of clinical trials and delving into the science behind ingredients.” Streamline your skincare Celebrity facialist Sarah Chapman has noticed this shift. Online searches for specific active ingredients such as azelaic acid, vitamin C, niacinamide, and new trends such as fermented skincare, waterless beauty, mineral SPF, and mushrooms are still rising as we are eager to learn more about the power of science before we spend our money.
With the cost-of-living squeeze, we are becoming laser-focussed on value and want hardworking, reparative actives and plant-based ingredients that rejuvenate at a lasting, deeper level. You can thank the pandemic for this one: we are seeing a rise in all things wellness-related in skincare, with google searches for ‘self-care’ having risen by 100 per cent in the last five years, and, as a result, brands are embracing the ‘inside outside’ approach to skin care, with our faces being a barometer of our inner health – linked to our gut, hormone balance, and psychological well-being.
“While social platforms remain a large part of the consumer education journey, influencer trust is waning and consumers instead rely on organic content, mimicking advice from friends and family, or expert advice, with dermatology accounts such as on TikTok, particularly performing well.”Ī photo posted by on Treat skincare as selfcare “Ingredient-first indie brands such as the Inkey List (opens in new tab) are furthering their focus on education, with the brand's London-based pop-up store offering and in-person askINKEY service, where consumers can get the advice of an expert, and also create a skin care profile, allowing them to build a custom routine,” says Amy Rollinson, Senior Beauty Analyst at Euromonitor International. Here’s your guide to what’s going to be big, next - and the factors driving the changes: Only trust a skincare expertįirst up, you are likely to notice yet more ingredient focus and transparency available when you buy your face cream. Skincare is the trailblazer in the future growth of the beauty industry - and with global sales set to hit £126bn by 2025, it’s worth knowing how to navigate a market that is expanding quickly.
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