Active beauty is predicted to gain popularity with consumers in the cosmetics sector this year.
Market intelligence company Mintel predicts the trend will manifest in more products formulated by beauty brands aiming to help consumers with their wider quest to achieve better health and fitness.
In particular, Mintel predicts that protection claims and ergonomic packaging will be a focus for brands, as will products that shield hair and skin from pollution, UV and IR light.
Converging with the wearable technology trend, it is forecast that a trend will emerge for clothing that is able to send skin temperature and hydration levels to apps, with recommendations for how to remedy the results.
Jane Henderson, Global President, Beauty and Personal Care Division at Mintel, said: “Health and wellness is increasingly talked about as an integral part of daily life from a physical and an emotional standpoint.
“Now, companies and brands are perfectly positioned to better align themselves with this interest by innovating beauty and personal care products designed to meet the unique needs of active consumers.”
Meanwhile, Vivienne Rudd, Director of Global Insights, Beauty and Personal Care at Mintel, added: ”Expect to see beauty brands play with temperature and water-activated products, partner with DNA analysis to provide personalised beauty regimes and team up with retailers on athletic apparel with time-release product features.”