FORMULATING FOR WELLNESS
How the wellness trend is impacting formulation
Abigail Usher, Holly Jones – Croda
In our fast-paced world and challenging emotional landscape, prioritising self-care and holistic wellness has become essential. This has seen a significant shift in the cosmetics industry and its consumers. The traditional notion of beauty has expanded to encompass not only external appearance but also the deeper focus on health and internal balance. This emerging paradigm has given rise to the wellness trend in personal care, where consumers seek products that promote self-care rituals, holistic health, and a mindful approach to beauty. Alongside these desired wellness features, the benefits to skin and hair health and sustainability credentials are still fundamental elements for consideration within product development. Consumers search for products with clear claims and are much more aware of the impact their buying choices can have on the planet. There is now a much stronger emphasis on proven performance and formulations that are sustainably sourced and manufactured. In this article, we will delve into the main
factors driving this transformation, the key elements of wellness-focused products and routines, and the impact this trend has on consumer choices. Additionally, we explore how this is influencing cosmetic innovation and formulators in their development work.
Health as a priority A key driver of the wellness trend in personal care is the prioritisation of health. The demands of daily life, growing use of technology and moving from a health crisis to a cost-of-living crisis is creating fatigue among consumers and health concerns are growing. In fact, a study on skincare and self-care by Tatcha found that 69% of respondents experienced burnout in the last 12 months.1 Even in the face of widespread uncertainty and financial constraints, consumers consider mental and emotional health an essential expense. They focus more on their overall health and acknowledge that this includes nutrition, sleep and mental wellness in harmony (Figure 1).
Mental wellness New research into the mind-skin connection suggests our thoughts, feelings and emotions, good and bad, are often expressed through the skin. Consumers are aware of this with 74% of respondents to a study on skincare and self-care by Tatcha saying that their mental
www.personalcaremagazine.com state and their skin are connected.1 Issues such
as stress can contribute to skin dehydration, redness, lines, blotchiness, and hair loss. It is therefore no surprise that 76% of consumers surveyed by Mintel (Asia-Pacific) say they are actively seeking ways to reduce stress.3 As we enter an age of ‘emotional beauty’,
brands will be looking to make the connection between mind and skin at the centre of product
design. They have a unique opportunity to create playful escapism through cosmetics and meet the needs of buyers suffering from ‘stressed-out skin’. Elements to consider include calming and soothing ingredients, hydration and moisturisation benefits, mindful fragrances and science-backed claims.
Sleep and stress With a push on productivity and rising levels of stress, people are also struggling with sleep. A STADA health report found that 35% of Europeans have been struggling to get a full night’s rest. In 2021, this was only true of 15%.4 As a key component for health and wellness, getting sleep on track is essential for consumers. Evening targeted products and rituals can
Figure 1: The top five responses to ‘What does being healthy mean to you?’, taken from Euromonitor International’s annual Voice of the Consumer: Health and Nutrition Survey2
offer a chance to de-stress and unwind at the end of the day. Popular products include relaxing bath oils, soothing mists and nourishing creams, infused with calming scents like lavender and chamomile. Aside from the self- care and sleep support benefits of these night- time routines, the skin is also more permeable at night meaning some products may be more effective. Conversations have shifted from rest to recovery, giving brands the opportunity to profile the overnight powers of their beauty portfolios.5
September 2023 PERSONAL CARE
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