Sleep hacks, sustainability and other global beauty trends

Sleep hacks, sustainability and other global beauty trends

Learn the latest trends from sustainability to K-Beauty at in-cosmetics Korea  happening in Seoul on 12-14th July. There will be educational session in the Marketing Trends Seminar from leading global experts.

The pandemic continues to influence the global beauty sector. All those Teams and Zoom calls led to people becoming more self-aware and concerned by their wrinkles and there is a rise in demand for anti-ageing products.

According to Skinstore, social media has also played a significant role in the growth of the anti-ageing trend, with 60% of women aged 18-34 using anti-ageing products regularly due to social media influence., a leading B2B ecommerce marketplace, says there has been a 291% year-on-year increase in the number of businesses purchasing anti-ageing serums on its platform, largely because of high demand from younger consumers.

At-home beauty has also been a defining feature of the beauty sector since the pandemic. A key indicator of this trend has been the rise of affordable products, such as DIY nail kits and skincare masks. While restrictions in most countries have been removed, this trend is expected to stay.

Some will continue to work from home and many will continue to prioritise self-care. As a result, this sector is projected to grow by 7.9% by 2025. buyers are investing in products to meet this demand, with searches for DIY eyelashes increasing by 225% in March alone.

There is strong demand for natural anti-ageing products that are less invasive and less expensive than cosmetic surgery or other medical techniques. One example is products that ape cryotherapy. These could be cold face masks or ice-cube style products, which are kept in the freezer, that reduce skin temperature.

Scalp care is seeing a similar trend. These products are also in line with a ‘sensations’ trend, particularly among younger users: ‘cold’ products, ‘warm’ products, products with intense skin feel or high radiance or glow.

As ever, much of the hottest innovation in cosmetics is to be found in Asia. Provital’s global beauty trends manager Anna Balaguer says prominent beauty trends in Asia include products targeting the body’s circadian rhythm to give the skin the chance to recover.

Sleep deprivation or an uneven work-life balance is a key driver for this trend, which has seen Japanese brand Kose design products to leave skin feeling as if the user has slept for three hours more than in reality.

This trend is being picked up in the US through brands such as New York-based 4AM Skin, which sells serums with star ingredients such as Lespedeza capitata to naturally emulate skin cells’ ability to resynchronize and regulate rhythm-dependent biological functions such as skin hydration, detoxification, and essential repair pathways.

Also super trendy in Asia are ‘friction-free’ products that reduce friction between hands and skin so they are less aggressive to the skin. Examples given included a make-up remover sold by major Japanese brand Kao.

Sustainability, sustainability, sustainability

Sustainability also remains a key trend in the global and beauty industry. says it has observed a 42% year-on-year increase in the number of sustainable beauty products listed on its platform.

This growth is largely being driven by millennial and Gen Z consumers, who are increasingly seeking out eco-friendly and ethical products.

Sustainable beauty means using products that contain natural ingredients that are environmentally friendly and ethical. Examples include organic skincare, plant-based hair care, and biodegradable make-up remover wipes.

However, sustainable beauty goes beyond just ingredients; packaging, manufacturing, and overall environmental impact are also key.

Many brands are using recycled or upcycled materials for packaging, such as shampoo bars, lip balms, and makeup palettes featuring recycled paper.

In keeping with this trend, consumers are increasingly opting for eco-friendly and water-efficient beauty options, such as dry shampoos and body wipes. This comes as energy and water costs continue to rise and put pressure on consumers.

According to Mintel, the waterless beauty product market is expected to grow by 20% annually. says it has seen 190% more enquiries for resource-saving beauty products.

In addition, time-poor consumers are increasingly seeking all-in-one products that simplify and speed up their beauty routine. BB creams are a prime example, combining moisturiser, sunscreen, and foundation.

Hair and body products that clean and condition in one step are also a great example, offering multiple benefits in one package. Over 10,000 new all-in-one beauty products have been listed on in the past year, says their EU marketing director Michela Rubegni.

The concept of total personal care – from head to toe – is also gaining traction. This comes as consumers increasingly focus on maintaining healthy skin for the entire body.

Demand for speciality beauty products designed to address specific hair or skin concerns is becoming increasingly popular – in fact, enquiries for products that address specific hair and scalp concerns have increased by 286% on

Finally, Vitamin C-infused products such as serums, face masks, and moisturisers is another fast growing category, not only offering benefits for the skin but environmentally friendly.

According to Mintel, in 2019, 38% of skincare launches contained Vitamin C. There has also been a 107% increase in enquiries for Vitamin C-infused products on in the past year.


 Fascinated with ingredients and formulations? Visit in-cosmetics Korea in Seoul from 12 to 14 July!

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Tim Probert – Editor, Personal Care Global magazine

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