Digital technology makes it easier than ever to research and access information, so people want to understand much more about what’s in their products, and how and why ingredients work. At the same time, broader environmental, health, and societal concerns are playing a growing role in decision making. So from cruelty-free and vegan, to sustainably sourced and organic beauty ingredients , people also look for brands that align with their values.
Last year, DSM identified two key trends that reflect this phenomenon:
- Good Beauty - driven by a desire for more authentic and socially-responsible ways of living and consuming, this trend is all about transparency, and ethical, natural and minimalistic personal care.
- Healthy Beauty - ready access to information enables people to set their own personal health goals and for many individuals, skin care is an integral part of the process. This trend spans everything from ancient wisdom, microbiome beauty and probiotics, to embracing cutting-edge medical technology.
As we move into the 2020s, we can expect to see aspects of both these trends merge in the quest for Conscious Beauty Care. People will still want high-quality cosmetics products that work, but increasingly, they want to feel good about the choices they make as well as their looks.
Choosing wisely in a complex world
Few things in life are as straightforward as they may first seem though. For example, natural ingredients may appear more environmentally friendly, but when resources are limited, are they always the most sustainable option, or should we think about alternatives such as biotechnology? Similarly, could synthetic peptides be a more credible answer to the growing demand for vegan beauty products?
Exploring questions like these involves challenging current perspectives, and in our world of instant information, contradictory advice and even information overload it isn’t always easy to know who to trust. That’s why at DSM, we believe in empowering customers and consumers to make smart choices. One way we do this is by sharing our expertise and insights and by providing transparent information about our beauty and personal care ingredients. Another is by educating, informing and facilitating discussion in order to encourage new ways of thinking.
We are also committed to developing meaningful solutions to the complex questions we face as an industry and have already embarked on this path through: