In an era marked by heightened emotional stress and environmental pressures, prioritising wellness and self-care has become an essential part of daily life.
In fact, 80% of global consumers now prioritise health as a lifestyle, with wellness-driven products increasingly being incorporated into self-care routines (Global Wellness Institute, 2023).
This shift is also reshaping the beauty industry, as wellness becomes a shared priority in skincare. Moving beyond products that focus solely on external appearance but addressing both external and internal stressors in the pursuit of longevity.
Wellness isn’t being recognised as just a passing trend, it’s becoming a lifestyle. 62% of consumers now seek skincare products that not only improve their appearance but also enhance emotional well-being (Mintel, 2023).
This growing demand for products that deliver both physical and mental health benefits together has led to the rise of wellness-driven skincare, which is pushing the boundaries of beauty and wellness.
Wellness-driven skincare is expected to dominate the market, reaching $200 billion by 2030 as consumers prioritise their overall health (Statista, 2023).
While regional regulations traditionally define skincare (under cosmetics) as products aimed solely at improving the physical appearance of the skin, this view is evolving, especially with technological advancements and ingredient efficacy.
Consumers are actively looking for solutions that go beyond just the surface of their skin. They want products that align with mindful, self-care rituals that support overall well-being and deliver internal benefits.
As a result, this beauty-wellness intersection is transforming the industry and formulators have new opportunities to innovate and meet this evolving demand.
The growing understanding of how ingredients affect skin function, including stress-induced skin concerns and the mind-skin connection, is pushing formulations beyond the surface. Wellness-driven skincare is creating new avenues for formulators to explore.
The science behind the mind-skin connection
The mind-skin connection is more than just a buzzword, it’s scientifically studied. Chronic stress triggers the release of cortisol, a hormone that disrupts the skin barrier function, increases inflammation and accelerates ageing by breaking down collagen (Chen & Lyga, 2014).
A 2022 study in Clinical, Cosmetic and Investigational Dermatology found that stress-induced cortisol can lead to dryness, sensitivity and even conditions like acne and eczema.
This growing understanding of how emotions impact skin health is driving demand for products that address both external and internal stressors.
For example, neurocosmetic ingredients like peptides have been shown to reduce stress-induced skin tension, offering a dual-action approach to skincare (Journal of Cosmetic Science, 2019).
Market momentum: By the numbers
The global wellness industry is valued at $5.6 trillion (2023), growing at a 10% CAGR, with skincare as a major driver (Global Wellness Institute).
Consumers now look for skincare products that also improve emotional well-being (Mintel, 2023), while adaptogen-infused product launches have seen significant growth in recent years, reflecting the rising demand (In-cosmetics Global, 2023).
In the Asia-Pacific region, where wellness-driven skincare is particularly popular, the market is projected to grow at an 8.5% CAGR through 2030 (Statista, 2023).
South Korean brands are leading the charge with products that combine hydration, anti-ageing and stress-relieving benefits.
Regulatory considerations
As the demand for wellness-driven skincare grows, brands must balance innovation with compliance as regulatory compliance becomes increasingly important.
Claims like “stress-relieving” or “mood-boosting” must be substantiated, pushing formulators and manufacturers to invest in clinical trials and comply with regulations like EU 655/2013 to avoid being classified as medicinal products.
Furthermore, aligning with ISO 16128 standards for natural origin claims is essential for building consumer trust and meeting sustainability expectations.
The feel-good factor: Self-care as empowerment
Modern consumers view skincare as a form of self-care, a daily act of mindfulness, promoting both skin health and emotional balance.
For formulators, this means understanding the growing mind-skin connection and pairing ingredients with calming or energising properties with tactile textures in their formulations.
This shift is creating new opportunities to innovate and aligns with the “emotional beauty” trend, where 74% of beauty consumers prefer “skin wellness” products over traditional anti-ageing claims (BeautyMatter, 2024).
Star ingredients in wellness skincare formulations
As wellness becomes a key driver in skincare, ingredients like adaptogens, neurocosmetics and aromatherapeutic ingredients are taking center stage. These ingredients help the skin respond to environmental and emotional stressors, which are increasingly linked to skin concerns.
Adaptogens
Already becoming a global stress-busting powerhouse, adaptogens are ingredients that help the skin adapt to stress, reduce inflammation and support long-term resilience.
In skincare, adaptogenic ingredients like Ashwagandha (Withania somnifera) and Rhodiola Rosea are gaining popularity, with clinical evidence supporting their anti-inflammatory and oxidative damage-reducing properties (Panossian et al., 2021).
EU regulations (EC No 1223/2009) ensuring efficacy claims like “calming” or “resilience-boosting” are substantiated with robust clinical evidence. This reinforces consumer trust and ensures compliance with regional regulatory standards.
Neurocosmetics
Neurocosmetics aim to improve skin health while also enhancing emotional balance, relaxation and mental well-being through sensory experiences. These multifunctional ingredients interact with the skin’s sensory receptors, which can positively affect mood and reduce stress levels.
Neurocosmetics can trigger a positive response in the brain while supporting skin health, creating an essential part of wellness skincare.
For example, peptides can help reduce stress-induced tension, while Cannabidiol (CBD) is known for its skin-calming properties (Baswan et al., 2020).
Aromatherapeutic ingredients
Mood-enhancing essential oils like chamomile extract and lavender oil provide aromatherapeutic benefits, reducing anxiety and promoting relaxation.
These ingredients are increasingly being incorporated into skincare (within recommended dermal limits) to boost mental health through sensual olfactory stimulation and enhancing the overall self-care experience.
The Future is Ingredients Bridging the Gap Offering Both Skincare and Wellness Benefits
The future of skincare is undoubtedly intertwined with wellness, with the growing mind-skin connection becoming a central focus for formulators and manufacturers.
As science and consumer demands evolve, the industry has an exciting opportunity to innovate, creating products that go beyond surface-level beauty and address overall health and well-being.
References:
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Baswan SM, Klosner AE, Glynn K, Rajgopal A, Malik K, Yim S, Stern N. Therapeutic Potential of Cannabidiol (CBD) for Skin Health and Disorders. Clin Cosmet Investig Dermatol. 2020 Dec 8;13:927-942. doi: 10.2147/CCID.S286411. PMID: 33335413; PMCID: PMC7736837.
Panossian AG, Efferth T, Shikov AN, Pozharitskaya ON, Kuchta K, Mukherjee PK, Banerjee S, Heinrich M, Wu W, Guo DA, Wagner H. Evolution of the adaptogenic concept from traditional use to medical systems: Pharmacology of stress- and aging-related diseases. Med Res Rev. 2021 Jan;41(1):630-703. doi: 10.1002/med.21743. Epub 2020 Oct 25. PMID: 33103257; PMCID: PMC7756641.
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Rizzi, V.; Gubitosa, J.; Fini, P.; Cosma, P. Neurocosmetics in Skincare—The Fascinating World of Skin–Brain Connection: A Review to Explore Ingredients, Commercial Products for Skin Aging, and Cosmetic Regulation. Cosmetics 2021, 8, 66. https://doi.org/10.3390/cosmetics8030066.
Resende DISP, Ferreira MS, Sousa-Lobo JM, Sousa E, Almeida IF. Usage of Synthetic Peptides in Cosmetics for Sensitive Skin. Pharmaceuticals (Basel). 2021 Jul 21;14(8):702. doi: 10.3390/ph14080702. PMID: 34451799; PMCID: PMC8400021.
Ebrahimi H, Mardani A, Basirinezhad MH, Hamidzadeh A, Eskandari F. The effects of Lavender and Chamomile essential oil inhalation aromatherapy on depression, anxiety and stress in older community-dwelling people: A randomized controlled trial. Explore (NY). 2022 May-Jun;18(3):272-278. doi: 10.1016/j.explore.2020.12.012. Epub 2021 Jan 9. PMID: 33454232.
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