The comfort of hygge set to influence beauty and personal care, says Mintel

This is according to market research firm Mintel, which has released a beauty and personal care blog on the trend.

Charlotte Libby, a senior beauty analyst at Mintel, explains that beauty has long been aligned with the idea of wellness and treating oneself, which the idea of hygge promotes.

“As evidenced by the ‘lipstick index’ in the UK, beauty products are seen as a way of treating oneself. This consumer mindset points to BPC being well placed to appeal to those interested in hygge; beauty products and their application can be considered an investment in emotional health​,” she explains.

Key examples​

The beauty analyst picks out a few key examples where beauty has already begun to adopt hygge. In August last year, beauty brand Sanctuary Spa launched a campaign centered around the idea of consumers taking time to relax and look after themselves, dubbed #LetGo.

Towards the end of the year, 58 Lifestyle was another company tapping into this idea, with the launch of its Hygge Kit concept. It contains items across beauty and wellness aimed at fostering this idea of self-care: its Balancing Ecosoy Candle, Balancing Bath Oil and Balancing Room Mist.

“Beauty brands can focus product launches and marketing campaigns around the ritual of beauty products, encouraging users to take time out to enjoy the products and their results​,” says Libby.

Subscription​

Mintel notes the notion of hygge lends itself well to the beauty box retail model, with the idea that consumers can see it as a beauty ‘care package’.  

“The subscription box market presents an opportunity to send hygge to consumers. Combining candles and BPC products, such as comforting creams, with food and drink items, subscription boxes can deliver regular hygge moments​,” Libby explains.

The analyst also picks out aromatherapy and spa settings as other key areas that could maximise on the opportunities that hygge offers the beauty and personal care industry.