Futures Feed

How are beauty products becoming more like food?

Edible Beauty

May 01, 2019

The beauty industry is - for all its advances in ingredients, formula and compositions – still losing consumers in jargon and chemicals. But, a new generation of brands and products are capitalising on the successful areas of change seen in other categories, in order to develop a more relevant, progressive and desirable role for beauty.

In this month’s Futures feed - Edible Beauty - we explore the new generation of brands that are blurring the boundaries of food and cosmetics and are promising beauty from the inside out. We've identified four emerging themes of change, which are brought to life with key insights, best-in-class brand examples and opportunity areas for brands looking to capitalise on the emerging changes in the beauty sector.

Four key themes of Change

1. Natural clarity

Consumers are looking for brands that are stripping back to the essentials and origins of care

2. Ingestible beauty

Brands are promising beauty from the inside out with products that support the natural rhythms of our bodies

3. Transformative ingredients

Beyond just looking good, beauty brands are now enhancing a positive mindset through mood enhancement and emotional wellness

4. Sensory alchemy

Beauty is being combined with popular movements in food and drink to give brands that tool to create sensorial layers of storytelling

What is the opportunity in this space?

- Elevate fresh, non-toxic and clean ingredients to establish simplified product systems and new beauty rituals for your consumers.

- Integrate sustainable consciousness and provenance across everything, from your product offer to your end packaging experience.

- Take inspirational cues from nourishing food brands to focus on key concepts like seasonal produce or superfood ingredients.

If you would like to download the full report, hear more of our thinking on Edible Beauty or if you would like some tailored thought starters for you and your company, please get in touch below.

Image credits from top to bottom of the page: Kin Euphorics; Loli Beauty; Ringana.

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