Wellbeing movement sees superfood ingredients present beauty opportunity

According to market researcher Canadean, the beauty industry will soon see a distinct shift towards products and brands aligning themselves to the new wellbeing trend, with ingredients made popular by fads such as juicing making their way into cosmetics formualtions.

In its latest report the analyst firm, that has recently incorporated Datamonitor Insights, says that the growing public perception that youth and beauty are best achieved through healthy eating and maintaining overall wellbeing has driven a range of new consumer products designed to aid the beauty-conscious consumer.

This is all based on the idea that if it’s good enough to eat and is good for your insides, then it is good for the outside and your appearance too.

Trends​

“These trends are further driving interest in the connections between food, health, and appearance. This creates great opportunities for beauty brands to take inspiration from new health trends such as juicing in order to better resonate with health-conscious consumers,”​ says Jamie Mills, Analyst at Canadean.

“For example, although not a new trend, juicing could potentially generate renewed interest in nutricosmetics, particularly since gadgets such as the Nutribullet, designed to blend nourishing juices, have entered mainstream consciousness.”​

Mills adds that natural ingredients endorsed as superfoods and those used to make much-lauded green smoothies, could be promoted as beneficial to skin health and incorporated in beauty product formulations.

According to Canadean’s research, 71% of consumers globally believe superfruits, such as blueberries, to be effective in beauty and grooming products.

Canadean says that brands will benefit from capitalising on the superfruit theme, as the familiarity and prevalence of this kind of ingredient in health foods will reassure consumers that extending their applications to use in beauty products will be effective.