Consumers today are expecting more and more from their beauty products. It has to be efficacious. It has to be ethically sustainable. It has to be a pleasure to use.
Ingredients have taken the driver’s seat in purchasing decisions for these “skintellectuals.” Searches for retinol, hyaluronic acid, niacinamide, and vitamin C on Net-a-Porter are up by almost 700% since 2020. According to The Hut Group and Vogue Business, searches for skincare ingredients grew 229% in 2022. It’s clear consumers put ingredients before brand names today. But how can brands meet these ever-increasing ingredient demands?
There’s a growing interest in nature-equivalent ingredients that are more sustainable than natural products. 26% of US adults surveyed already believe nature-identical ingredients are effective. As consumers continue to trust and rely on the sciences coming out of the pandemic, beauty consumers will seek out more nature-equivalent ingredients. In this article, you will learn how cutting-edge bio-fermentation technology creates the nature-identical ingredients your customers want — sustainably.