'Skin rewilding' is the antidote to modern skin problems in 2023

By Jo Allen | Published: 14-Mar-2023

Barrier protection is dominating skin care, with ceramide-based products in strong demand. But the megatrend is about to flourish in more experimental ways

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This article was originally published in the Skin care Report. Receive your copy here.


In this age of ‘skinlightenment’, where consumers know their skin cycling from their slugging, one megatrend dominates: skin barrier protection.

The term received double the amount of Google searches in 2022 vs 2021.

And according to trend tracking company Glimpse, interest in skin barrier repair grew by 65% in the year to February 2023.

On TikTok, the hashtag #skinbarrier has jumped from around 300 million to 2.9 billion views in the past year alone.

Protecting the skin barrier to enable the microbiome to repair and perform its natural processes is a trend that WGSN describes as ‘skin rewilding’.

WGSN Director of Beauty, Clare Varga, says: “As we enter a period of skin care enlightenment, rituals that nurture and protect the dermis will take products back to their microbial roots.

“In 2023, skin rewilding will be embraced as the antidote to modern skin problems, with ‘seed and feed’ products that help to repair, strengthen and protect the skin’s natural flora.”

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