In an ever-evolving beauty industry, consumers are no longer simply seeking products that enhance their appearance. A significant shift has occurred, with beauty enthusiasts now prioritizing ingredient transparency and efficacy.
This change is evidenced by a remarkable 229% increase in searches for ingredients in 2022, as the CEO of THG Beauty reported. Consumers are no longer looking for “Channel” or “L’Oréal” at Google, they are actually looking for “Retinol” or “vitamin C”
As consumers become increasingly conscious of their choices, brands are adapting to meet their demands by investing in research and development to create innovative products that prioritize the power of ingredients.
This article explores the growing trend of consumers prioritizing ingredients over brands, the impact on the industry, and the challenges faced by brands in meeting this evolving consumer priority.
The Power of Ingredients
Gone are the days when consumers evaluated a cosmetic product solely based on its superficial effects. Today, they seek a deeper understanding of the ingredients that go into their skincare and beauty products.
This shift in consumer behavior has led to an exciting development: cosmetics that blur the boundaries between makeup and skincare.
Brands like Chanel and Victoria Beckham Beauty have introduced products that not only enhance appearance but also provide skincare benefits.
Chanel’s multipurpose lip and cheek balm, powered by the antioxidant-rich red camellia, not only delivers vibrant color but also supports skin barrier functions.
Victoria Beckham Beauty’s Satin Kajal Liner, enriched with chamomile extract, vitamin E, and panthenol, has gained popularity for its soothing and hydrating properties.
These examples illustrate how brands are leveraging the potential of ingredients to create products that offer multifaceted benefits.
Ingredients Over Brands
A notable trend emerging in the beauty industry is the increasing emphasis on ingredients over brand recognition.
Consumers are investing time and effort in researching and understanding the specific ingredients used in their favorite products.
This shift can be attributed to the growing awareness of potential risks associated with certain ingredients, such as parabens, sulfates, phthalates, and synthetic fragrances.
As information becomes more accessible through social media and online beauty communities, consumers are empowered to make informed decisions based on ingredient databases, expert opinions, and peer reviews.
The rise of the clean beauty movement, with its focus on natural, organic, and non-toxic ingredients, has further fueled the prioritization of ingredients.
Consumers now seek products that align with their values of sustainability, transparency, and overall health.
Challenges in Research and Development
Meeting the demands of ingredient-conscious consumers presents challenges for brands in research and development (R&D). Developing products with proven efficacy requires time and resources, as extensive testing is necessary.
Fragmented evaluation and insights further complicate the process, making it crucial for brands to invest in comprehensive and thorough testing protocols. Additionally, limited understanding of the mode of action of certain ingredients presents a hurdle, as brands strive to develop innovative formulations that deliver tangible benefits. Finally, marketing support becomes essential to communicate the unique selling points and competitive differentiation of ingredient-focused products.
The beauty industry is witnessing a remarkable shift in consumer priorities, with ingredients taking center stage. The surge in searches for ingredients reflects a growing consumer desire for transparency, safety, and personalization in their beauty and skincare routines.
Brands are rising to the challenge by investing in R&D to create products that harness the power of ingredients while delivering the desired cosmetic effects. By understanding and catering to the evolving needs of ingredient-conscious consumers, brands can forge a path towards success in an increasingly competitive market.
About Crop
Crop Biolabs is an integrated external R&D facility, specializing in a variety of preclinical and analytical services, external quality assessment, phenotypic and molecular assays for cosmetic ingredients, advanced therapeutics, pharmaceuticals, and sanitizing companies, in addition to providing claim substantiation and safety evaluations from discovery to regulation for new solutions and bespoke products.
Our mission is to collaborate with the technological maturation of products and developments in life sciences, either with a punctual service or with a complete R&D solution: from idea to impact.
Learn more about Crop Biolabs: https://cropbiolabs.com.br/
Author: Aruã Prudenciatti, CEO Crop Biolabs
Bringing Science to People
