Matcha, the finely ground powder made from specially grown green tea leaves, has long been revered for its health benefits.
Nearly available at every coffee chain and spotted in the hands of Rihanna to Gwyneth Paltrow you can't miss the green ingredient.
Matcha, made from the leaves of the Camellia sinensis plant, hails from Japan and is famous for its bold, earthy flavor, often described as grassy due to its high chlorophyll content.
Traditionally consumed as a tea rich in antioxidants and amino acids, it is now making waves in the beauty industry.
From skin care to fragrance, matcha is being embraced for its detoxifying, anti-inflammatory, and soothing properties.
According to Pinterest UK data, searches for “matcha” have surged by 155%, while interest in “matcha aesthetic” and “matcha nails” has also risen by 60% and 20%.
Beyond beauty, Vogue Business reports that searches for “matcha perfume” have grown 148.9% year-on-year, with an average of 1,600 searches per month.
The ingredient’s popularity is also reflected in its market value.
The global matcha market is projected to surpass £6bn by 2030, according to a report by Yahoo Finance.
With consumer interest in wellness driven beauty on the rise, matcha is positioned as a key ingredient for both skin care and fragrance innovation.
Why matcha is having its beauty moment
Michelle Feeney, beauty expert and founder of Floral Street Fragrances, attributes matcha’s rise to broader trends in food, wellness and sustainability.
“Matcha is part of what I’m calling the ‘super gourmand’ movement in fragrance, where unexpected edible ingredients are making their way into beauty.
“Food trends are shaping beauty more than ever, and many of these influences have been coming from Asia,” Feeney explains.
In skin care, matcha is celebrated for its high antioxidant content, which helps combat free radical damage and support skin health.
Rich in catechins and chlorophyll, it can help detoxify the skin while offering anti-inflammatory benefits for those with sensitive or acne-prone skin.
Feeney also highlights matcha’s appeal in fragrance, describing its unique scent profile: “In fragrance, matcha adds an earthy, green freshness that feels grounding and calming, taking you back to that mindful morning moment.
“It’s subtle yet versatile, working well in different fragrance families. For instance, Floral Street’s Sweet Almond Blossom eau de parfum pairs matcha with pomelo, passionfruit and apple blossom for a juicy, uplifting scent, while tonka bean adds warmth and depth.”
Beyond its scent, matcha’s association with mindfulness and ritualistic preparation has further driven its success.
“Making matcha is a slow, meditative process, which aligns with the beauty industry’s shift towards mindful self-care.
“Applying skin care or fragrance with intention resonates with consumers who value quality over quantity – it’s an extension of the ‘slow living’ movement,” Feeney notes.
The green trend: is matcha beauty truly sustainable?
While matcha is often marketed as a “green” ingredient, Feeney cautions against assuming it is inherently sustainable.
“Matcha is a powdered tea, which means we need to ask questions about how it is grown and harvested. It is easy for brands to make ‘green’ claims without true substantiation.
“Consumers are becoming more aware of this, and transparency will be key in matcha beauty’s long-term success,” she explains.
Despite this, matcha continues to gain traction across multiple beauty categories, from skin care and body care to fragrance and even scalp treatments.
Below, we highlight five beauty products that harness matcha’s potential.
Five Matcha-infused beauty products to try
Mantle
Mantle’s The Green Mask combines the powers of matcha, 2% salicylic acid (BHA), and fermented honey to create an exfoliating mask designed to purify and clarify the skin.
The brand claims that this mask can help clear dull, congested skin without stripping the natural oils, leaving the complexion more even and radiant.
The exfoliating properties of salicylic acid (2% BHA) penetrate deep into the pores to help remove dead skin cells, combat breakouts and reduce blackheads.
Meanwhile, matcha with its antioxidant-rich profile, is said to detoxify and soothe the skin.
Fermented honey, another key ingredient, works to gently exfoliate and balance the skin’s microbiome, offering hydration and soothing relief for sensitive skin.
Mantle also incorporates garden cress sprout extract, known for its detoxifying qualities, to activate the skin’s purification process.
£81.00, mantleskin.com
Hello Klean
Designed to combat Keratosis Pilaris (KP), Hello Klean’s Blank Space Anti-KP Body Wash claims to be a game-changer.
This bi-phase body wash works by neutralising minerals in hard water, which can clog pores and exacerbate KP.
According to the brand, this product not only helps clear away buildup but also provides deep hydration and soothes irritated skin, leaving it smoother and more even-toned.
The combination of matcha and niacinamide is said to calm itchy, overworked skin while reducing redness.
Salicylic acid gently exfoliates, smoothing rough, bumpy patches, while the brand’s proprietary Klean Complex works to neutralise pollutants and mineral buildup that may harm the skin.
£18.00, helloklean.com
Floral Street
Floral Street’s Sweet Almond Blossom Eau de Parfum introduces matcha as part of a fruity gourmand fragrance.
This scent, according to the brand, combines juicy pomelo, passionfruit, and mandarin with earthy matcha and nutty tonka bean, creating a fragrant balance between fresh, fruity notes and a grounding, calming undertone.
Floral Street claims this delicate balance helps evoke the sensory experience of enjoying matcha tea.
The brand also highlights that the matcha in this fragrance offers subtle, earthy green notes that enhance the overall scent profile.
Floral Street positions Sweet Almond Blossom as an excellent introduction for those curious about matcha in perfumes.
£74.00, spacenk.com
Rehab
Rehab’s Dose 0 Matcha Scalp Hair Oil is formulated as a pre-shampoo treatment aimed at supporting scalp health and promoting hair growth.
The brand claims that this oil helps create a nourishing environment for hair to thrive, stimulating circulation and reducing hair loss.
Matcha, packed with antioxidants, is said to protect the hair follicles from free radical damage, while its anti-inflammatory properties can soothe irritation and control dandruff and excess oil.
The inclusion of rosemary oil and castor oil is believed to strengthen hair and improve its overall texture.
Rehab recommends using this oil as part of a regular scalp massage to encourage healthy hair growth and maintain a balanced scalp.
The product is said to be suitable for all hair types, especially those experiencing thinning or breakage.
£26, rehabyourhair.com
Dermalogica
Dermalogica’s Phyto Nature Lifting Eye Cream claims to offer a noticeable lift to the delicate skin around the eyes, especially for those dealing with drooping eyelids and fine lines.
The brand suggests that the combination of quinoa seed extract, multipeptides, and adaptogenic botanicals like astragalus and electric daisy flower work to firm, smooth and tighten the skin for a rejuvenated appearance.
This eye cream also incorporates matcha butter.
Dermalogica claims that the matcha butter, along with squalane, vitamin E, and pro-vitamin B5, helps to hydrate and soothe the skin, addressing the signs of premature aging in the eye area.
The formula is said to visibly reduce fine lines, hydrate the skin and help lift eyelid folds, offering immediate results with continued use.
£115, dermalogica.co.uk
The future of matcha beauty
With matcha expanding beyond skin care and into hair care, fragrance and body treatments, experts predict its influence will continue to grow.
“We are likely to see matcha in more categories like hair and body care,” Feeney suggests.
“It fits within the broader trend of beauty products that support overall wellness and ritualistic self-care.”
As consumer demand for natural, functional and mood-enhancing beauty products increases, matcha’s detoxifying, calming and antioxidant-rich properties position it as more than just a trend, it is a beauty staple in the making.
