Increasing Beauty Standards Driving Trends


The beauty industry has undergone a massive transformation in the last few years. The modern beauty industry, driven by the millennials, offers much more than simple cleansing-toning-moisturizing benefits.There has been a major shift in focus from attaining external beauty to maintaining personal health. Cosmetic products are expected to play a role beyond imparting immediate beauty benefits. With easy access to so much information, millennials are becoming aware of the role that beauty products can play for the overall health and well-being of their skin. This rise in awareness has driven certain beauty trends such as

Anti-pollution skin care

This is the latest addition to skincare trends and given the current pollution levels, it is the need of the hour. Research shows that particulate matter such as nitrogen dioxide and chemicals like polycyclic aromatic hydrocarbons that are present in polluted air can cause skin inflammation and premature aging. This can lead to the formation of wrinkles and dull appearance of skin. These microparticles can also clog the skin pores and cause the skin to look uneven or discolored. Anti-pollution skincare uses antioxidants as Vitamin-C and Vitamin E to protect the cells from free radicals and prevent the formation of new free radicals that can harm the skin.

Plant based ingredients

Using conventional products with preservatives, fragrances and toxic chemicals can damage the skin’s microflora and have an adverse effect on the appearance of the skin. As more people are becoming aware of this fact, there is a surge in the demand for plant and food-based beauty products. Some of the plant and food-based ingredients include turmeric, raw cacao, avocado, and matcha powder. These ingredients can do wonders to the skin and bring it back to life. Besidesthe use of herbal ingredients, there has been a rise in the demand of toxin-free products as well.

Preventive Skin care

It’s not just about treating existing skin conditions anymore. With advancement in the science behind beauty and it’s increasing awareness, there has been a surge in demand for products that will keep women looking younger by preventing the appearance of fine line and wrinkles. The millennials are willing to invest in good quality products that will heal them from the inside and have a long-lasting impact of the quality of their skin.

By Ghazal Alagh, founder, Mamaearth. Founded by husband and wife duo Varun and Ghazal Alagh, Mamaearth is Asia’s first Madesafe certified brand that offers 100% toxin free and natural baby and mama care products. The idea of founding Mamaearth came from the duo’s personal need of finding chemical-free products.

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