Night has always had an important place in the world of beauty, and many myths link beauty to night time: from Selena, the Greek goddess of the moon, who was associated with beauty and serenity, to Sothys, a star who became a goddess and protected women and their beauty. These legends reveal the importance attached to cosmetic practices at night, which have inspired the world of modern cosmetic brands.
Over the centuries, bedside routines have evolved according to consumers’ needs. Around the world, there are many night time routines consisting of five to ten steps, and even more in Asia.
According to a Mintel report, ‘night’ or ‘sleep’ products launched over the last three years have increased by more than 17%. Face care is the leading category, mainly represented by cleansing and treatment steps.