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DSM in Personal Care

Tracking trends for beauty and personal care

DSM leads the way in beauty with up-to-the minute trends research

The world and society are changing constantly and new “mega trends” continue to emerge in response. These trends are triggered by changes in people’s lifestyles and by socio-demographic factors, but they also influence and shape people, creating new habits and needs among consumers.

But what do these mega trends mean for the Personal Care industry? For example, how do we respond to the fact that by 2030 the number of people in the world aged 60 and over will be double what it was in 2000? Or that in some countries, digitally-savvy Millennials now make up the largest proportion of the population? What’s more, new countries are beginning to surface as role models and to influence global lifestyles and habits – for example, the South Korean “glass skin” trend is traveling to the Western world and large Perfumeries and Department stores are creating their K-Beauty corners in store. These are just some of the drivers playing a role in defining society’s values and beliefs; and they are evolving rapidly.

What’s driving beauty trends?

Trends originate in our society and have different life cycles. A demographic trend could last around 20 years for example, whereas a fad or fashion may only last a couple of years. The trend levels of greatest interest to the Personal Care Industry fall somewhere in between: Socio-Cultural trends (10–15 years) and more especially Lifestyle trends (2–5 years). Lifestyle trends are often the visible expression of deeper socio-cultural changes which themselves are driven by global phenomena such as an ageing population or concerns about climate change and pollution, to name just two.

What beauty trends are current right now and how are these expressed in consumer behavior?

At DSM we work constantly to identify and anticipate beauty and personal care trends. We consider this a key aspect of supporting our customers with product creation, from idea to launch. It’s also how we inspire the market with innovative formulations and ingredients. Our studies, collaborations and engagement with beauty professionals and influencers give us a wide range of invaluable insights into what consumers around the globe want from their beauty products in the near and long-term future. Based on our latest research, we have identified five major beauty trend territories, all influenced by lifestyle factors.

These five trend territories are brought to life through 21 different expressions. For example, a desire for Inner Balance is an expression of the Mindful Beauty trend, which focuses on taking a step back in a busy world to look after our mental and emotional well-being. Current interest in the skin microbiome meanwhile is an expression of the Healthy Beauty trend, whereby people increasingly look to protect against potential health issues, in a personal and holistic way.

Each of these sub-trends requires solutions and calls for a comprehensive package of skin, hair and sun care ingredients to address a specific area of priorities, values or needs. DSM’s SKIN:YOGA line-up for example includes serums, mousses and masks designed to address stress-related issues, help the skin recover its balance and foster an overall sense of inner well-being.

In time we will be developing similar line-ups of ready-to-use formulations tailored to each of these trend expressions.