Consumers are demanding greater information from companies about their beauty products, which is why science-backed beauty items are the hot new trend.
We have apparently shifted our focus from an all-natural, green, clean and organic viewpoint to more scientific, data-driven sensibilities.
According to Global Wellness Summit’s The Future of Wellness 2023 Trends, beauty consumers are demanding education and transparency from companies.
Science drives beauty trends
The report cites beauty brand No7, which last year partnered with the British Beauty Council to launch an industry-first influencer skincare education program. The initiative aims to tackle skincare misinformation online by ensuring content is based on science.
The Future of Wellness 2023 Trends suggests we are seeking more results-driven beauty technologies. We are also demanding more science in ingredient formulations. The efficacy of biotech formulations are today more appealing to us than natural extracts, the report proposes.
Market intelligence agency Mintel also points to a greater demand for proof that beauty product and treatment claims are genuine. In its 2023 Global Beauty and Personal Care Trends predictions Mintel refers to the ‘medicalisation of beauty’.
Both Mintel and Global Wellness Summit foresee a renewed focus on delivering synthetic ingredients, backed by science and technology.
Expect to see the beauty and wellness sector double-down on innovation. Mintel says beauty is a natural disruptor, and this will bring new ways to engage and build communities, a sense of playfulness and experimentation.
Businesses such as laser clinics, and beauty salons with cosmeceutical procedures, can take advantage of the consumers’ new-found love for all things tech.
Analysis firm IBISWorld agrees. It predicts* a rising demand for services such as permanent hair removal, facial fillers and injectables over the next five years.
A franchise salon owner who invests in the latest equipment and product can charge a premium for treatments.
* Hairdressing and Beauty Services in Australia, January 2023.