Sustainability is a rising concern for BPC consumers. In the wake of recent events – namely the global pandemic – consumers see the climate crisis as increasingly urgent. Meanwhile, they’re seeking more control. Now more than ever, consumers want brands to be upfront and open about their practices; otherwise, they
will seek out other authorities who they feel are more truthful. For instance, influencers are more powerful than ever: a YouTube search for something as simple as ‘tips for dehydrated skin’ could just as easily lead to a negative review as an endorsement.
The beauty industry is responding and there are already several interesting innovations. For instance, upcycling is a key new trend; brands are using food byproducts to create zero waste economies while tapping into the foodie beauty craze. This is a lucrative proposition: currently, 44% of US consumers would buy BPC products made from organic waste from other industries (Mintel, 2020). Equally, waterless beauty is a hot topic. On average, the BPC industry uses 8 million tons of water per year and consumers are looking to save.
Beauty’s number one concern
Let’s take the waterless beauty trend as a model. Currently, skin hydration is a key consumer concern; this is because, without proper moisture, the skin appears dull, feels tight, and wrinkles appear. This can lead to reduced elasticity, which can lead to cracking, flaking, and irritation.
Considering evolving lifestyles – whether it be mask usage or significant periods spent in air-conditioned spaces – consumers want to keep their skin hydrated. This is reflected in sales trends; since 2015, hydrating and anti-aging products have trended upwards by percentage of sales growth, with other segments on the decline. Hydration in particular leaped by over 10% during the last five years (Mintel, 2019).
This is because hydration is a basic skin concern, and in the current conditions of the global pandemic, this demand is reinforced. But if water is vital for the skin, how can brands meet both hydration and water-saving demand?
Developing waterless hydration
To find inspiration for developing waterless moisturizing products, brands should look to the evolving ways consumers are seeking tips for dehydrated skin. For instance, many beauty influencers are now touting a more holistic approach, promoting an inside-out approach to complement traditional outside-in methods.
To briefly summarize, an outside-in approach operates via products that hydrate by applying ingredients to maintain an optimum hydrolipidic film and pH on the surface of the skin. This prevents internal water loss by supporting the natural skin’s barrier. Meanwhile, inside-out products stimulate water maintenance from the inside by reinforcing keratinocytes and cell cohesion in the skin’s protective barrier.
For instance, calcium regulates the transcription of all gene-encoding keratinocyte differentiation-specific proteins, so products rich in calcium act on keratinocyte differentiation. Together with cellular cohesion, this preserves the skin’s barrier function to lock in moisture. As a result, consumers appreciate ingredients like algae, whose calcium content is beneficial to hydration and strengthening the skin’s natural barrier.
Respond to the new tips for dehydrated skin from the inside
Provital is always on the pulse of new trends and we combine this with our care for the environment. Hydrafence™ is an innovative hydrating active ingredient derived from a calcium-rich algae fraction and rice byproducts, tapping into key sustainability trends. Through utilizing the byproducts of rice cropping, Provital upcycles ingredients without encroaching on rice’s position as a vital food source. Equally, it mitigates damage to the environment through zero waste principles.
Plus, this ingredient isn’t only environmentally sound, it’s highly effective. Hydrafence™ provides immediate moisturizing action 30 minutes after application, and subsequently, 120 hours of lasting hydration.