The challenge of safety has impacted every nation around the world leading to a huge impact in skincare formulations with a greater focus towards naturally sourced ingredients that are in line with the rise in clean and healthy living.

Many brands have been competing to offer 100% natural and organic products.  Since the pandemic, the shift in consumer thinking shows that they still desire natural products, but also seek the safe reassurance and credibility of scientifically backed formulations.

A recent report released by global researcher Beautystreams, considered as the leading beauty and cosmetic trends platform, reported that as a result of the global consumer demand, cosmetic manufacturers are focusing on upgrading and perfecting their formulations to address these two key areas – pure and natural products harnessing the best of natural ingredients, but delivered through new advances in biotechnology optimising efficacy in anti-ageing and skin improvement.

Synthetic “mystery ingredients” are no longer cutting it as consumers want reassurance that whatever is delivered on their skin is beneficial for them and not just beautifying. While you may be working with a product range that meets the above criteria, ensure that your advertising also articulates and reinforces these expectations. With these changes, our marketing narrative must deliver the right message, reassuring consumers that you can be trusted to provide them with the very best in pure, safe, and scientifically validated solutions.