If it’s a superfood, consumers want it in their skincare too

Superfood-based skincare products are increasingly popular worldwide. (Rawpixel pic)

Beauty addicts around the world are increasingly keen on skincare products based on ingredients that are more commonly found in refrigerators, such as berries, seeds and seaweed.

This is just one of the findings that has emerged from the latest report published by the search engine Stylight (Stylight.com), which also noted a growing enthusiasm for high-tech beauty products.

At a time when the debate about the health benefits of dietary superfoods is still ongoing, skincare products enriched with miracle grains and fruits are becoming more and more popular with consumers.

This development has been highlighted by the latest Stylight report on beauty trends for 2020. For example, there was a dramatic increase of 1,650% in clicks for Beekman’s 1802 Pure Goat’s Milk Soap at the end of last month and a surge in interest in Peter Thomas Roth’s Pumpkin Enzyme Face Mask, which has been saved no less than 36,000 times in Sephora wish lists.

High-tech and clean beauty also in vogue

Beauty products, which feature organic and non-toxic ingredients, are also increasingly sought-after by consumers.

In particular, Stylight highlights an upsurge of interest in brands that are tagged as “clean,” most notably Briogeo, whose natural hair products recorded an increase of 800% in clicks over the last five months, and The Ordinary brand which registered an increase of 260% in clicks at the end of February.

For some years now, high-tech has exerted a growing influence in the world of beauty, much to the delight of beauty addicts who now benefit from more effective home-care treatments.

Facial cleansing brushes are particularly popular, notably those made by the Foreo brand, which saw a 465% increase in clicks at the beginning of 2020.

Last but not least, in an extension of the trend for natural, vegan and protective treatments, there has been an increase in searches, clicks and purchases of cannabis-infused and anti-pollution products.

To compile its report, Stylight analysed data from October 2019 to February 2020, on the behavior of its users who together purchase more than 100,000 beauty products per month, via Stylight online platforms in Germany, the United States and the United Kingdom.