Soil will be beauty’s next obsession, experts predict: Here’s who’s getting dirty

By Julia Wray | Published: 5-Jun-2024

With dirt inspiring eco- and microbiome-friendly beauty, cosmetic brands are increasingly helping to protect the soil itself

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Can an industry built on facial cleansers and hand sanitisers get down with getting dirty?

According to WGSN, the answer is ‘yes, absolutely’.

The trends forecasting company at the close of last year pinpointed what it terms ‘backyard beauty’ as one of its standout beauty trends of 2024.

This movement, it claims, encompasses protection, with soil increasingly recognised as a vital resource to be preserved and replenished.

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