For 2023, Sensient Beauty has selected five key trends from market intelligence agencies Mintel & WGSN that will impact the Beauty & Personal Care categories that year, and beyond.
5 key beauty and personal care trends for 2023
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2022 was the year that we saw a true transition from the habits formed during the pandemic, back to what it was like before the pandemic. As people began to go out, socialize or even travel again, consumers returned to a kind of normality, with a different perspective: focusing on self-care as part of the skincare routine rather than as a occasional whim, going back to makeup but emphasizing different parts of the face, or prioritizing sustainability and eco-beauty when choosing the products they use.

For 2023, Sensient Beauty has selected five key trends from market intelligence agencies Mintel & WGSN that will impact the Beauty & Personal Care categories that year, and beyond.

1 Beauty RX

With the pandemic, consumers end up wearing less makeup by staying home during lockdowns. As a consequence, the focus is on skin care, and consumers are more conscious and demanding about the products they put on their faces. This has forged a habit whereby consumers dig deeper into the claims behind each product and the ingredients that formulas contain.

Surveys have shown that 53% of US beauty consumers* research ingredients to better understand the efficacy of products.

• 1,545 Internet users over the age of 18 who research the ingredients used in the products.

The focus is also on products that offer professional results, which could be done in the comfort of their own homes. As business as usual returns, consumers continue to expect professional results, with convenience and access, and are willing to dig deep to find the one they want.

In response to customers’ growing appetite for new technologies, beauty brands will continue to invest resources in ingredient development to meet their needs for greater efficacy and innovation. This means that professional quality products can be made more accessible to ordinary consumers. There is also a growing trend in the field of precision medicine or personalized health care, where advances in diagnostics and portable devices come into play, and in which 34% of British users of products for skin care** state that they would be interested in using personalized formulas for their skin problems.

** 1,451 Internet users over the age of 16 who have used facial skin care products in the last 12 months

2 Self-care evolved

Stress and isolation during the pandemic caused many to turn to skincare and beauty routines as a way to elevate themselves. With the cost of living, inflation, and looming recession looming large, many people are turning to beauty products and services for emotional solace. The “lipstick/fragrance index” shows that sales of beauty products increase in times of economic uncertainty, as consumers find cheap and easy ways to treat themselves.

Isolation was especially hard on some people during the pandemic, highlighting the need for community and a sense of belonging. This is reflected in the beauty industry, as people seek to reconnect with like-minded people to form the idea of community self-care, where people focus on helping each other live and feel their best.

The formation of these communities also means that they help each other to be more conscious and aware of their consumption habits: brands that go beyond a symbolic focus and address specific problems that these niche groups face can benefit by making them feel seen and heard. Taken together, the most inclusive, conscious and sustainable brands will see continued success as consumers perceive a value alignment with these brands.

3 Sea moss

The beauty industry has always talked about superfoods like green tea, turmeric, kale, and oats. No wonder sea moss, a catch-all term for red algae and kelp, has taken the beauty world by storm.

Rich in vitamins and minerals, ingredients derived from sea moss, such as Fucosorb WP, also have anti-inflammatory, moisturizing and soothing properties, making them ideal for skin, body and hair care products.

4 Alternative supply chain “from seed to skin”

If the pandemic has taught us anything, it is that supply chains can be fragile networks. With the climate crisis, geopolitical unrest, and labor shortages, it is even more important to adopt alternative farming practices to prevent product and ingredient shortages. One example of this is Sensient’s Seed-to-Shelf program, where we work directly with farmers and invest in their future by adopting local schools near one of our achiote farms. This is part of a long-standing partnership to give back to the community, as well as create responsible and sustainable farming practices.

5 Slugging Hair

Just as many embraced the slugging fashion for skin in 2022, now the trend has moved to hair. Practiced by many traditional cultures, hair removal involves impregnating the hair strands with oil or a conditioning mask and covering the head (such as a shower cap) to nourish and hydrate the hair. Many people experience hair loss after going bald, so there has been an uptick in maintaining healthy hair, among other hair trends like embracing one’s own natural hair and reducing chemical damage to hair.

As we head into 2023, find out how Sensient Beauty can help you create products that meet the needs of your consumers, well into the future. Contact us for further information

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