SAYS:
Microbiome in skincare is a trend to stay
Companies are spreading the message that most antibacterial ingredients and surfactants, like sodium lauryl sulfate, can have a negative impact on the skin’s microbiome and can result in dehydrated and sensitive skin. In addition, environmental aggressors further stress skin. Modern lifestyles appear to be harmful for the skin’s micro ora, which needs rebalancing. There has been a shift in the language used to market microbiome products– market players in the U.S. no longer put stress on anti-age/anti-wrinkle. Instead, they claim that their products promote “health” and “glow.”The trend is moving towards clarity and simplicity. Companies in the microbiome skincare market have been simplifying their packaging. The products are positioned as natural with scienti c research, and companies have been creating more “natural” and simple packaging, using white or clear tones with a matte nish. Additionally, self-quanti cation is arriving into the beauty industry. Wearable devices will be able to assist consumers with their skincare routine based on the quality of air they breathe, UV level, sleeping pattern, BMI and other factors. Self-quanti cation is expected to make a big impact because it’s tightly connected to e-commerce and will likely accelerate the migration from the retail stores to e-stores. The key message that companies are sharing with consumers is, “It is not about changing the biome, but changing the skin. Once the skin is healthy, the bacteria living on it will be healthy, too.”- notes Chief Research O cer at Verify Markets Shilpa Tiku.
American consumers are familiar with the bene ts of probiotics for inner health, for example, fermented products and probiotics in yogurt. This awareness is driving to microbiome skincare market. The microbiome skincare market is in its infancy and still evolving, but is expected to grow by double digits in the United States. The microbiome skincare market is one of the fastest growing segments in the skincare industry and the term“probiotics” has been a rising trend in the last few years. Market players believe that in 10 years, most skincare products will be reformulated to guarantee balance in the skin’s microbiome. Probiotics in skincare started appearing within the last 10 years, following the Human Microbiome Project in 2008 when researchers discovered an astounding number of microorganisms existing inside and out on the surface of the human body. The steady global growth of probiotic dietary supplements and the popularity of probiotic-based foods are in uencing beauty, as products move towards a position of long-term health. Microbiome skincare products align closely with the natural and health trend, helping to drive the market. This, along with increased environmental stressors, pollution, and fear of chemicals, is driving consumers towards microbiome-based skincare.
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