Plant stem cells and anti-pollution: a future direction for trend?

By Lucy Whitehouse

- Last updated on GMT

Plant stem cells and anti-pollution: a future direction for trend?

Related tags Stem cell Plant stem cells Antioxidant

A new product launch claiming that its plant stem cell ingredient offers anti-pollution protection suggests moving into biotech could be a direction for the anti-pollution trend.

An indie beauty player, glo Skin Beauty, counts several anti-pollution products among its offering, and has announced the launch of ‘Daily Power C’, a product that makes use of plant stem cells.

“This innovative formula of Daily power C is not only packed with over 15% Vitamin C, Kakadu Plum and Oxidized Glutathione, it also features a new plant stem cell ingredient called City stem,” ​the brand explains.

“The anti-pollutant trend is so popular because it's relevant on a global scale. If we take a step back, this is an evolution or extension to the category of antioxidants, often I refer to anti-pollutants as the "next generation" antioxidant story.”

It comes as market analysts predict untapped potential for the anti-pollution trend in Europe, while the UK market has seen a surge in sales​.

Mintel predictions

In a recent blog​​, Mintel explained that both the Asia region (where the trend originated) and the US are further ahead than Europe in the trend, despite Europe being the largest beauty market in the world.

“While anti-pollution beauty is almost mainstream in regions like Asia and the US, in Europe, the market still lags behind,​” the firm confirmed​.

“Beauty brands need to step up their launch activity, creating targeted formulations backed with compelling and meaningful marketing.”

Despite the market lagging, the consumer appetite for the trend is clear: Mintel says that only 15% of Italian consumers have purchased anti-pollution haircare products, but 37% say they would be interested in doing so, for example.

Rising in the UK

The UK is one market in the European region that is seeing strong uptake of the trend by brands and consumers alike, according to recent data.

Sales of prestige skin care products bearing anti-pollution claims have risen by 30% in the last six months, according to latest figures from the NPD Group.

The firm suggests that anti-pollution women’s skin care in the UK has a current estimated value of £3.1 million: a relatively small figure, but if the category continues its current growth momentum, it won’t stay that way for long.

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