The Beauty Renaissance represents a shift in consumer preferences. A new humanism from an enlightened consumer is driving this renaissance. Consumers are looking for science-backed claims for products with ethical and sustainable supply chains. In the Beauty Renaissance Series, Aprinnova highlights key ways brands can embrace the Beauty Renaissance. On May 8, Aprinnova hosted the second episode of the series. Below are some highlights from the live event — for more insights and explanations, watch the full episode on demand.
Consumers Already Support Their Gut Microbiomes. Now, They Want More.
Consumers are demanding microbiome-related products more than ever before. Health-conscious consumers are now connecting the skin microbiome with the health of their epidermal barrier. Four drivers are contributing to this trend: health and wellness, urbanization, simplification of lifestyle, and media coverage. Clean beauty brands are uniquely positioned to explain the microbiome in a format consumers will understand. With transparency at the forefront, clean beauty brands can clearly translate the science and the benefits.
The Market Is Responding
Between 2018 and 2020, new beauty and personal care product launches that mention “microbiome” have increased by 600 percent, according to the Mintel GNPD. Some brands focus on using specific prebiotics or probiotics based on early clinical trial results suggesting that proper ratios of species in the microbiome can inhibit bad bacteria, such as S. aureus, from secreting toxins linked to atopic dermatitis. At the same time, everyone’s microbiome is different and impacted by unique environments. For this reason, some brands are launching “microbiome-friendly” products that do no harm to the microbiome. For both approaches, ingredient selection is critical.
Formulators must choose ingredients that are microbiome-friendly that also offer benefits like moisturization or anti-aging. Brands such as Pure Culture, Mother Dirt, The Nue Co, and Dr. Elsa Jungman are succeeding with microbiome-focused launches. The second live episode of the Beauty Renaissance Series covered what drove these successful launches.
Gain Consumer Trust through Certifications from MyMicrobiome
Brands can respond to this mega trend by promoting certifications consumers understand. One such examples is achieving microbiome-friendly certification through organizations like MyMicrobiome. MyMicrobiome is the first microbiome-certifying entity with goals to bring clarity to consumers in this confusing microbiome market. It relies on a defined set of criteria that products and ingredients must pass to be certified. Aprinnova’s Squalane, derived from Bonsucro-certified sugarcane, is certified microbiome-friendly by MyMicrobiome.
For more information on the MyMicrobiome certification, how brands can benefit from using ingredients that are certified by MyMicrobiome, and what clinically proven benefits Neossance Squalane offers the microbiome, register to watch the second episode of the Beauty Renaissance. Episodes are available on demand, and your registration allows you to watch the entire series.