Trending Beauty Ingredients on Social Media
Beauty Makeup Trends to Watch in 2022 have risen to the forefront of consumers’ consideration sets as they search for products that address their unique skincare needs. This trend has led to the rise of “skintellectuals,” or savvy beauty consumers who understand exactly how to use products to achieve specific results. These discerning consumers prioritize an effective and clean product over a big brand name and seek to tailor their routines with the right mix of skincare formulas that meet their specific concerns.
Skincare brands are responding to this new beauty customer by educating consumers on their product formulations and by empowering them to customize their routines with the best products. For example, OSEA is a vegan brand that uses sea-derived ingredients and encourages consumer product interaction through user-generated content on Instagram and by hosting events in which customers share their experiences using the brand’s products. Another emerging beauty ingredient that’s garnering attention from beauty consumers is yuja, a fruit-based antioxidant that helps improve skin health and firmness. Beauty players are incorporating this superfood into products with clean ingredients like the L’Oreal Paris Pure-Sugar Smooth & Glow Grapeseed Scrub and the Evolved By Nature Barrier Redux Emulsion, which contains yuja and other botanical oils.
With the pandemic-inspired focus on health and safety driving ingredient scrutiny among beauty consumers, the trend toward nutrient-rich products is likely to continue to gain momentum. Ingredient-led brands are already seeing success with this, allowing them to build strong consumer loyalty while creating more sustainable products. For example, Deciem (which consists of The Ordinary, Niod, Hylamide, The Chemistry Brand, Hif and Loopha) is on track to earn over $460 million in revenue this year by selling products that are formulated with natural and clean ingredients.…