Rose-inspired skin care is gaining momentum, says market researcher Kline

By Deanna Utroske

- Last updated on GMT

Rose-inspired skin care is gaining momentum, says market researcher Kline
At the Indie Beauty Expo in NYC last August, Cosmetics Design noticed a pervasive trend: a bulk of rose waters and other rose skin care products were hitting the market. Since then, rose colored clays, rose quartz facial rollers, and countless other rose (themed) beauty ingredients and skin care products have materialized.

At IBE NYC, Erin’s Faces for instance launched a rosewater tonic and Josephine Cosmetics launched a similar product called Rose Rejuvenate Organic Tonic Elixir (this one is formulated with both white and Damask roses). Read more about IBE NYC 2017 trends and highlights here on Cosmetics Design​.

Now, this month, Kline has released data showing that “16 rose-infused products rank among the top 100 products in the astringent/toners segment of the facial skin care category in March 2018, [as] compared with only 11 in January 2018.”

Business is blooming

To arrive at this conclusion, Kline looked at data gleaned from 20 online retailers that are tracked by the market researcher’s Amalgam service.

According to the database, Leven Rose Moroccan Rose Water Toner is the top product in the astringent and toner subcategory of skin care. At the start of the year, that same product was number 12. “Several other rose-infused toners improved their rank,” ​as well, according to Kline. “Burt’s Bees Rosewater Toner, which moves up 16 points to place number 5, and Mario Badescu Facial Spray Rosewater & Green Tea Duo, which climbs four slots to the 14th ranked position.”

Many other rose-inspired skin care products have shown up in Kline’s Amalgam database for the first time this month: “Mary Tylor Naturals Organic Rose Water Toner Spray as the #46 ranked astringent/toner and Thayers Alcohol-Free Rose Petal Witch Hazel Toner 3-count in the 81st position.”

Rose-derived ingredients make sense in skin care formulations, Kline notes, because of the flower's “redness-reducing and skin-soothing benefits.”

Larger than life

It seems that everything is coming up roses just now. And that this trend will continue for some time.

As stated in Kline’s media release about rose-inspired skin care, "the rose theme is having a moment in other industries as well. As we pay attention to the home fragrance space for our Home Fragrances: U.S. Market Analysis and Opportunities study, we notice several new rose collections for Spring 2018, from candle brands like Voluspa and Archipelago, as well as a roundup of rose designs in fashion with the new Rogue with Snakeskin Tea Rose Rivers handbag by Coach.”

Rose is more than an ingredient, more than an emblem, more than a color; and at least for now, rose is a trend across industries and categories. At The MakeUp Show NYC​ (which closes today) Smashbox Cosmetics launched a new product line developed in collaboration with Vlada Haggerty called Rose. Gold. Everything.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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