Home Blog Wellness-Focused Trend in Skincare & Beauty Products

The NPD Group Blog

Insights and Opinions From Analysts and Experts in More Than 20 Industries

A friend’s daughter has made herself some nice pocket cash with a small and lucrative business creating and selling all-natural, homemade sugar lip scrubs. Did I mention her daughter is 11-years old? What is even more amazing is that she is not alone. From what I hear, the lemonade stand is taking a hit as many young girls shift their entrepreneurial spirit to the more profitable, and admittedly more fun, world of beauty.

Beyond the pre-teen entrepreneur, there are multitudes of legitimate and watch-worthy kitchen chemists entering the beauty manufacturing space and creating major waves. Many of these home-grown brands began by selling their wares on websites like Etsy. A growing number of them are being picked up by major players in the beauty retail space, including a few up-and-comers like Urban Outfitters and Anthropologie, as well as the more established Sephora and upscale Barney’s New York.

Small batch beauty brands often focus on being some combination of cruelty-free, eco-friendly or non-toxic, with sustainable and certified organic ingredients, or natural ingredients with nutritional benefits. This philosophy feeds well into the ideologies of boutique specialty beauty shops such as Credo, Cap Beauty, and The Organic Pharmacy, where brands like these have a significant foothold.

Given the focus on wellness and health in consumers’ everyday lives, these brands represent a trend that will likely get bigger as time goes on. In the prestige beauty space, brands with a natural focus have long outpaced other brand types in department stores, growing at five times the rate of total skincare in 2015. Eyeing the success of natural and small batch brands, some more established beauty players have followed suit by shifting their marketing speak to be more about the beneficial ingredients in their products, and promoting themselves as free of “the bad stuff” like parabens, sulphates, phthalates, petrolatum, and silicones.

As the wellness-focused consumer grows in size and becomes more educated and aware, she will demand more from her products. The onus will be on beauty brands to earn her dollars spent across all beauty categories. While this trend dominates among skincare products right now, makeup and fragrance are out there and not far behind. Staying ahead of this consumer need will prove a winning strategy for any brand, as beauty heads into the brave new, and more holistically health conscious, world.  


Related Blog Posts


Perfumers Become Superstars
Perfumers Become Superstars

While fragrances had become objects of consumerism, perfume makers are stepping into the spotlight and garnering attention, as consumers today are showing heightened interest for understanding, learning, and honoring the creative process of perfume making.

Hair Gets Social
Hair Gets Social

Hair care is the smallest piece of the U.S. prestige beauty market, but growing at more than twice the rate. While makeup and skincare have been changed to the greatest extent because of social media, hair is joining in with brands including Olaplex and Playa.

Are Men the New Scent Aficionados?
Are Men the New Scent Aficionados?

Men in the U.S. are increasingly investing in fragrance. As Father’s Day approaches, the opportunity is ripe for brands and retailers to entice the purchase of men’s fragrances.

From K to J Beauty
From K to J Beauty

Innovative formats, funky ingredients and playful products are hallmarks of K-Beauty, but another country that boasts time-tested rituals and ingredients has been on the industry’s mind recently: Japan.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice.

Follow Us

© The NPD Group, Inc.