Consumer interest in skin-friendly beauty products continues its rise, prompting an acceleration in microbiome claims validation and product testing both in vitro and in vivo, say testing experts.
Beauty and personal care brands can innovate further with fragrances, bringing scent to the centre of a product and highlighting health and wellbeing benefits it can bring, says a Mintel analyst.
The founders of a newly launched skin care brand 5 to 5 is expecting the clean beauty trend to decline in the coming years and be replaced by brands that are based on solid science.
Communicating the concept and credentials of clean and ethical beauty in a market without any unanimous industry or consumer definition remains a big challenge, but there are plenty of clear opportunities when navigating this space. Scroll down to watch...
![Industry must ensure microbiome claims are backed by sound science, particularly as the movement continued its rise with interest in categories like scalp care, ageing skin and baby care [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/05/24/microbiome-friendly-beauty-on-the-rise-but-data-must-be-validated-and-meaningful-says-mymicrobiome/15442174-1-eng-GB/Microbiome-friendly-beauty-on-the-rise-but-data-must-be-validated-and-meaningful-says-MyMicrobiome.jpg)
![Interest in human studies was rising especially fast as brands and manufacturers seek real-life efficacy and claims data [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/skin-microbiome-claims-testing-rising-fast-in-vivo-and-in-vitro-says-atlantia-clinical-trials-and-labskin/15258649-1-eng-GB/Skin-microbiome-claims-testing-rising-fast-in-vivo-and-in-vitro-says-Atlantia-Clinical-Trials-and-Labskin.jpg)
![Scent can be positioned centrally with its wellbeing benefits highlighted in beauty and personal care products, though any claims made will need to be backed by sound science [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/10/19/fragrance-innovation-in-beauty-and-personal-care-targeting-wellbeing-holds-growth-promise-says-mintel/12937250-1-eng-GB/Fragrance-innovation-in-beauty-and-personal-care-targeting-wellbeing-holds-growth-promise-says-Mintel.jpg)
![Why this brand believes we will see a decline in clean beauty growth. [5 to 5]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-asia.com/headlines/market-trends/why-brands-that-emphasise-scientific-accuracy-will-displace-clean-beauty-firms-5-to-5/12756310-1-eng-GB/Why-brands-that-emphasise-scientific-accuracy-will-displace-clean-beauty-firms-5-to-5.jpg)
