The beauty industry is – for all its advances in ingredients, formula and compositions – still losing consumers in jargon and chemicals. But, a new generation of brands and products are capitalising on the successful areas of change seen in other categories, in order to develop a more relevant, progressive and desirable role for beauty.
In this month’s Futures feed – Edible Beauty – we explore the new generation of brands that are blurring the boundaries of food and cosmetics and are promising beauty from the inside out. We’ve identified four emerging themes of change, which are brought to life with key insights, best-in-class brand examples and opportunity areas for brands looking to capitalise on the emerging changes in the beauty sector.
Four key themes of Change
1. Natural clarity
Consumers are looking for brands that are stripping back to the essentials and origins of care
2. Ingestible beauty
Brands are promising beauty from the inside out with products that support the natural rhythms of our bodies
3. Transformative ingredients
Beyond just looking good, beauty brands are now enhancing a positive mindset through mood enhancement and emotional wellness
4. Sensory alchemy
Beauty is being combined with popular movements in food and drink to give brands that tool to create sensorial layers of storytelling
