Since COVID-19, self-care is the new mantra. Now, consumers are looking for multifunctional health and wellness products that soothe the body and mind. Equally, they are looking for products to support overall health and immunity. As a result, we can see the BPC market shift towards messaging that highlights well-being, with claims including sleep improvement, reduced stress, and enhanced energy alongside immune health features.
These consumer concerns about well-being and holistic care have a clear connection to a rising preference for natural ingredients. Currently, 52% of adults in the US aged 18-24 believe natural products are safer than synthetic alternatives (Mintel, 2019); instead they’re looking for recognizable ingredients and traditional remedies. For inspiration on how to respond to this demand, beauty brands should look to adaptogens like amla – here, we explain why.
What are adaptogens?
Although there is no formal definition for adaptogens, in general, an adaptogen is a natural ingredient that helps the body adapt to physical and mental stress. Emerging adaptogens used in the food and beverage space include maca, moringa, holy basil, and Indian gooseberry, or amla. These ingredients’ natural origin and their age-old healing properties give them a particular ‘healthy halo’ that responds to consumer concerns around holistic health.
As a result, adaptogens present a particular opportunity for the beauty industry as consumers look for products with holistic health and anti-stress properties. Moreover, there is a substantial gap in the market; of all BPC launches in the period July 2015-June 2019, a tiny 0.02% contained adaptogen ingredients (Mintel, 2020). Yet with consumers taking a greater interest in products that promote well-being, this is an opportunity that brands should seize.
Amla: A miracle multifunctional adaptogen
In light of these evolving demands, a particularly interesting adaptogen ingredient for beauty and personal care is amla. Amla is a highly revered Rasayana (rejuvenating) fruit that promotes youthfulness, overall health, and well-being. Also known as Indian gooseberry, this plant is said to contain the highest concentration of stable vitamin C known to man. It’s also rich in tannins and gallic acid, which is a powerful antioxidant. Amla oil is also one of the world’s oldest hair conditioners, having been used to soften hair in India for centuries.
These properties make it a compelling multifunctional ingredient. With the de-stressing qualities inherent to adaptogens and its rich vitamin content, amla has amazing potential as a healing hero ingredient in skin care. Equally, it’s long-established use in hair care make it perfect for new self-care focused formulas. However, to really meet the full spectrum of consumer concerns, brands need to ensure full transparency regarding the ingredient composition and properties. Headlining amla as a hero ingredient is a powerful proposition, but brands need to make sure this healing ingredient is supported by sourcing ethical practices.
Provital’s adaptogen active ingredient for hair care
Driven by consumer’s needs, Provital combined ancient adaptogens and advanced botanical research to create Kerascalp™. This active ingredient is infused with amla, which awakens and energizes the scalp to promote shinier and stronger hair. Encompassing consumer’s demand for natural ingredients that relieve stress and energize, Kerascalp™ is the hair care active for the evolving post-COVID market – sustainably sourced and perfect for waterless formats.