DIY beauty part one: what is it, and which consumers are driving demand?

By Lucy Whitehouse

- Last updated on GMT

DIY beauty part one: what is it, and which consumers are driving demand?
We take a closer look at the DIY (‘do it yourself’) beauty trend, considering the current state of the market and where the trend is likely to head.

Jo Chidley, ‘Flounder’, Beauty Kitchen, will be speaking on ‘DIY beauty – Niche trend or market changer​’ at the Marketing Trends Theatre on Wednesday, 18 April, 11.15 – 12.00 at in-cosmetics Global​ in Amsterdam.

We caught up with her on the current challenges and opportunities facing DIY beauty players, and those looking to tap into the trend. This is part of a three article mini-series with Chidley’s insights.

Can you give us an overview of the DIY beauty trend?

Consumers & the media have been driving the “know your ingredients” agenda & this is where the spotlight on DIY beauty is now in demand.

Similar to the food industry, the best way to know what is in your recipe is to make it yourself.

Customisation and DIY Beauty is a very good way to get consumers more engaged in natural beauty.

Understanding what is and isn’t natural is a daunting labyrinth for consumers faced with Latin names and greenwashing, so most take the easy option and trust the front of pack.

How can DIY beauty help with this confusion?

DIY Beauty can be the first step to demystify beauty products for a consumer, giving them the confidence that beauty products are not that complicated and they can get involved, understand the ingredients and force the market to become more transparent and sustainable.

Unfortunately, consumers are still confused about what natural beauty actually is.

They love the idea, are worried about whether it efficacious, and many think it is not affordable, whilst most beauty enthusiasts just think natural products are boring!

Whilst consumers are becoming more aware of natural ingredients and desire more natural beauty they are forever being bombarded with greenwashing marketing, which exacerbates the confusion!

Expectations are on the move, with consumers becoming increasingly aware of the environmental benefits of natural products, however this thirst for information is being exploited by marketers adding “natural” and “organic” to every product and piece of marketing collateral.

This will hopefully increase consumer’s overall curiosity and force the market to move to truly natural products with a big focus on total product sustainability rather than just natural and organic product ingredients.

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