O&3 Predicts Top Natural Beauty and Personal Care Trends of 2024

Published: 16-Jan-2024

2023 was a whirlwind for natural oil ingredients, from TikTok trends to celebrity-inspired hype. While Rosemary oil may have reigned supreme on the #beautytok scene, and Hailey Bieber's signature slicked-back hair look had everyone reaching for Castor, the trends go far deeper

According to a study conducted by Mintel, 73% of consumers are willing to pay more for personal care products that contain natural ingredients, which translates to a preference for ethically sourced, organic oils, and brands with transparent supply chains. Fair trade practices and regenerative agriculture are becoming buzzwords, with O&3 leading the charge in responsible sourcing.

So, join us, as we reflect on the trends that shaped 2023 and cast our gaze forward to anticipate what 2024 has in store…

The Rise of Edible Skin Care

The global beauty ingestibles market, which was worth $3.2 billion in 2021, is set to grow to $8.3 billion by 2030, according to an InsightAce Analytic report.

Examples of inside-out options include protein and collagen infused beauty bars, and readily available bone broths infused into daily routines for a nutritional approach to radiant skin.

Barrier Repair has Gone Viral

The rise in consumer interest for maintaining a healthy skin barrier has led to a surge in cosmetic ingredient launches. The skin barrier, crucial for overall health, regulates moisture, protects against external agents, and prevents conditions like eczema.

Ceramides and niacinamide have been highlighted as beneficial ingredients, with brands such as The Ordinary and Face Gym introducing products supporting the skin barrier. And in terms of natural oils, Argan, Soyabean and Peanut Oil possess incredible properties for protecting the skin barrier.

2023 Hero Products: Castor and Marula

As we unpack the biggest trends, using not just fleeting fads, but solid data and insights to understand why the demand for natural oil ingredients is on the rise, it becomes apparent that the endless scrolling through DIY hair masks fuelled by Hailey Bieber and Castor oil, was not just a hype. The social media frenzy translated into real-world demand, with Castor oil sales skyrocketing by 87% globally, according to Mintel.

But it wasn't just Castor. Marula oil, known for its hydrating and anti-aging properties, saw a 53% increase in demand, from its "holy grail" status on Reddit's beauty communities. To learn more, take a look at O&3’s most recent blog, ‘Embracing the Rise of Marula Oil’.

The "Informed Influencer"

Online trends highlight the power of social media in influencing consumer choices, showcasing the rise of the "informed influencer" who drives engagement with product-specific claims and user-generated content, as well as exemplifying the shift towards personalised skincare routines with
natural ingredients that address specific concerns, driven by consumer demand for transparency and efficacy in product formulations.

Clinique innovatively harnessed TikTok's influence with a dynamic campaign, leveraging discovery, creativity, and community. Pioneering the use of TikTok's search platform, Clinique partnered with creators, achieving a 441% surge in conversion and a 51% spike in click-through rates.

One Size Fits All is Out

Consumers crave experiences tailored to their unique needs and preferences. This translates to a demand for customised oil blends, options, and educational resources to empower people to create their own routines.

That's why O&3 are already ahead of the game, carrying their commitment to excellence into 2024, providing clients with natural ingredients backed by technical knowledge, accreditations and Europe's largest online technical database.

"Skinimalism" Makes a Comeback

Since Pinterest named it the "new glow-up" in its 2021 Trend Predictions Report, Skinimalism has become a consistent trend year on year.

Blending makeup and skincare, it embraces natural, minimal, or no-makeup looks where authentic skin takes centre stage. Skinimalism signals a shift away from unrealistic beauty standards prevalent in a world fixated on photo-retouching and "perfect skin"

Pinterest's 2021 report noted a fourfold increase in searches for "how to get glowing skin naturally" and a 180% spike in "natural everyday makeup," a trend that continues to gain momentum all the way into 2024.

Finding Natural Alternatives to Collagen

According to Holland & Barrett's Wellness Trend Report, collagen was the most searched term on their website in 2023.

Renowned for their ability to enhance skin, joints, and muscle tone, collagen supplements are available in diverse formats, including capsules, powders, and liquids.

Some great, natural and vegan-friendly alternatives to collagen include Rosehip Seed Oil, Pomegranate Seed Oil, Carrot Seed Oil and Avocado Oil.

Embracing Period Positivity and Innovations in Women's Health

Grand View Research estimates the global Femtech market size at $44.14 billion in 2023 and projects it to reach $70.75 billion by 2030, growing at a CAGR of 6.5% from 2023 to 2030.

In 2024, with increased funds and expertise dedicated to developing sustainable and efficient solutions to assist women throughout their cycle, we can expect to see regulatory actions regarding products that support hormonal balance, such as menopause chocolate, and the launch of tampons and pads infused with natural CBD.

We should see a positive shift in 2024, as discussions about the female cycle rise, propelling businesses in e-fem-care and hormone-balancing foods to the forefront. To lean more about embracing natural oils for feminine care, read the O&3 blog now.

Throughout 2024, O&3 will continue to bring you more of the hottest natural trends in the industry, join us and stay ahead of the game: www.oand3.com.

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