DIY beauty part two: how the trend taps into the demands for naturals and sustainability

By Lucy Whitehouse

- Last updated on GMT

DIY beauty part two: how the trend taps into the demands for naturals and sustainability
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.

What are the latest shifts and innovations that have been seen in this space? Any exciting brands/products you can highlight?

The word natural within beauty is a hygiene factor, we have already seen a couple of the big corporate brands tell us they are 96% natural & this is the way the industry will go, with everything “being” natural.

The next big thing for me is Sustainable Beauty where we create products that have the full story sustainable for you & your skin & the earth.

With DIY & customisation it’s about using all of the products & ingredients you have to hand to create your super charged product.

For example, we encourage people to use their skincare in many ways & to add it to their own Raw Inventions – we can help them with this through our Raw inventions kit & recipe book.

Where can sustainable ingredients be found?

I’m always searching for new, effective, 100% sustainable ingredients, and the plankton microalgae in our own Seahorse Plankton skin care are as magical as the tiny seahorses that eat it.

Microalgae are the lungs of the earth (producing 50% of the oxygen that we breath) and it also boasts the unique ability to protect itself from environmental stresses, making it the perfect skincare ingredient.

The plankton we use has very strong in-vitro and in-vivo trials and is produced in an ethical photo-bioreactor (a fancy greenhouse to you or me!), which makes it super sustainable. Sustainable Beauty at its best!

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