Protection trend 2017: anti-pollution, microbiome and light defence advancements in Europe

By Lucy Whitehouse contact

- Last updated on GMT

Protection trend 2017: anti-pollution, microbiome and light defence advancements in Europe

Related tags: Skin

We take a look back at one of the hottest trends in beauty and personal care for 2017: the protection trend.

Who were the key players and what innovations were seen in this space in the past year?

Microbiome focus

Products that boast microbiome related claims are attracting consumer interest across the western markets, with consumers increasingly buying into the idea that products should work with the skin’s natural bacteria, rather than attempt to reduce it.

There are several brands emerging as early leaders in this space in Europe. Gallinée a French brand, is one making strides, and an exclusive interview with its founder can be found here​.

JooMo, launched initially in Europe, is another good example and continues to expand its product portfolio​, while Mother Dirt, a US brand, expanded into Europe​ just last month.

Protection: anti-pollution and light protection

Maria Coronado, analyst with market research provider Euromonitor International, shared her expert insights into the trend earlier this year.

This year anti-pollution claims have been at the centre of the beauty industry radar,”​ she confirmed.

“While trendy, anti-pollution claims might be just the tip of the iceberg when it comes to fighting premature skin ageing, recent findings suggest that environmental skin damage goes far beyond the effects of UV and pollution.”​

Find our full report on Coronado’s insights here​, including details on some of the top ingredients available in this space.


Another element feeding into this trend of ‘protection’ is the idea of allergies.

With the rising consumer interest in transparency, safety and sustainability - not to mention the now massive demand across the board for naturals and organics options - the idea of allergy-safe products is likely to make a serious impact onto the industry agenda in Europe.

Found out recent interview with co-founder of AllergyCertified. Lene Stiil, here​.

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