Danish concept for cosy, soothing experiences has huge potential for cosmetics brands
Shortlisted for The Oxford Dictionary’s word of the year, 'hygge' is one of this year’s most talked about trends.
The Oxford Dictionary defines hygge as “a quality of cosiness and comfortable conviviality that engenders a feeling of contentment or well-being”. The Danish concept has become increasingly popular, in a time of increased political turmoil and personal stress.
Hygge is encouraging people to slow down and enjoy their beauty regime as an ‘experience’, and allowing us to enjoy the little moments of life.
Victoria Filtness, blogger at This Hygge Life, told Cosmetics Business: “People are getting tired of always being busy, of wanting things done quickly and taking short cuts to save time. This is why hygge has been adopted so wholeheartedly.
“It’s about slowing down, taking the time to appreciate the simple pleasures in life and switching off from digital distractions.”
For some, hygge is best expressed with mugs of hot chocolate and log fires, the idea is expansive enough to include many popular beauty products too.
Candles and home fragrances are one obvious area of potential growth, with several brands already capitalising on the trend.
Denmark burns more candles per person than any other country, according to the European Candle Association. Skandinavisk has already launched a candle called Hygge, made with relaxing scents of baking, roses and mint.
Sanctuary Spa launched the Colour Me In Candle earlier this year. The black and white packaging is designed to be coloured in by users, with four small pencils provided inside.
Elsewhere, bath products and scented body lotions also have huge potential to tap into this trend.
Temple Spa’s Duvet Body Cream is an indulgent body lotion said to leave the skin soft and smooth. The brand describes the lotion as “a hug for the soul and your skin’s winter duvet”.
While cosy nights in are a huge part of the hygge trend, outdoors activities such as hiking, skiing and cycling are also encouraged as part of the idea.
Getting outside in the colder months also calls for high performance skin care, and consumers will be looking for effective hand creams and facial treatments to soothe their skin.
Filtness explained that the hygge is a “perfect fit” for beauty, with some fans dedicating time each week to treat themselves to beauty treatments. She said: “Whether it’s taking an evening a week to do a face mask or investing in good quality make-up, hygge is definitely impacting on the beauty industry.
“Hygge is encouraging people to slow down and enjoy their beauty regime as an ‘experience’, and allowing us to enjoy the little moments of life.”