Issue 3 2019

ingredients
31
The mainstreaming of ingestible Demand for natural beauty
skincare
products is not confined to North
America. In the UK, the certified
In 2017, Lycored published
organic and natural beauty
‘Beyond Skin Deep’, an
market grew by 14% in 2018,
exploration of consumers’ deepest
well above the level of growth
held attitudes towards skin health
in the country’s wider wellbeing
and beauty. One of the report’s
market.
key findings was that ingestible
8 Meanwhile, Asia’s share
of the global natural cosmetics
skincare had firmly established
market is predicted to rise.
itself as a mainstream category.
9
The research that underpinned Furthermore, the tendency
the report found that two thirds to prefer natural skin care
of consumers saw the idea of products skews towards
taking a supplement for skin younger consumers, which is
health or beauty as normal, while expected to lead to increased
43% of millennials had used an consumer demand. 5 In 2017,
oral product to benefit their skin 43% of American facial product
health at some point.
users aged between 18 and
34 had used skincare products
New developments in beauty
containing natural ingredients.
and skincare markets
10
Other research shows that the
Since we published ‘Beyond percentage of consumers who
Skin Deep’, ingestible skincare purchase organic or natural
has continued to flourish, both beauty or personal care products
in established markets such as decreases with age. Among
Asia, and newer ones such as the Generation Z, the figure is 73%,
Americas.
dropping to 70% for millennials,
Nutrition Business Journal
67% for Generation X, and 61%
identified beauty-from-within as for baby boomers. 6
a top dietary supplement product
trend for 2019 and predicted that
the category could be worth more At Lycored, we
than $1 billion by 2020. 2 A focus set out to explore
on skin wellness via supplements
how consumers
was also a consistent theme in
understand it, what
consumer-facing articles on key
skincare trends for 2019 3 , with they see as the
one remarking that ingestible most effective way
beauty supplements had “turned to achieve it and,
morning smoothies into legitimate more broadly, which
skincare products.” 4
skincare goals are
Meanwhile, in the two years since most important to
‘Beyond Skin Deep’, other trends
them.
in beauty and skincare markets
have gained importance:
It is clear that the beauty
1. The importance of naturality
industry has responded to
Research has shown that one in the growing call for naturality.
every two (50%) American skin Names of new brands that
care consumers want products launched in 2018 included ‘Love,
that are all-natural or free from Beauty & Planet’, ‘Nature Box’,
synthetic chemicals 5 , with 68% ‘Seed Phytonutrients’, and ‘La
buying at least some natural or Provençale Bio’. Retailers such
organic products. 6 Reflecting that, as Space NK have devoted
US sales of ‘natural’ personal shelf space to products that are
care and beauty products were free from undesirable chemical
worth more than $1.5billion in ingredients. 11 Increasing numbers
2017. 7 of brands, including big ones
like L’Oreal Garnier, have
applied for accreditation, such
as Soil Association COSMOS
certification, that allows them to
display their natural credentials.
The number of products in Europe
with COSMOS organic or natural
certification doubled in 2018 to
10,000. 12
2. Blurring boundaries
The underlying reason for the
growth of ingestible skincare
is that boundaries between
health and beauty are blurring,
with consumers adopting an
increasingly holistic approach.
One commentator calls the trend
‘essentially ‘360 degree’ beauty –
focussing as much on what we put
in our bodies as on them’, noting
that “Consumers today are much
more aware of the links between
inner balance and wellbeing and
the positive effect that has on
external beauty.” 13
Another boundary that is
becoming less distinct is the one
between food and supplements.
In a trend that Mintel calls
‘Gastronomia’, more and more
skincare products contain
food ingredients. The research
company identifies a “surge of
face and neck care launches in
the UK and the US that mention
food” and notes that consumers
who ‘have already switched on to
‘inside out’ beauty will be more
ready to accept the ‘outsidein’
beauty potential of using
nutritious food ingredients in
facial skincare.’ 14
3. Holistic regimens
The mainstreaming of beautyfrom-within
has resulted in a new
phenomenon – the combination
of topicals and ingestibles as part
of a holistic strategy. At Lycored,
we are increasingly approached
by companies seeking to add
ingestible products to their topical
ranges.
Many have taken the holistic
approach a step further, creating
combinations of ingestibles,
serums, masks, and even medical
www.foodmagazine.eu.com issue three 2019