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Clay-Based

Cosmetic brands infuse unlikely products with the benefits of clay

Trend - Clay has historically been used in mask form to help purge the skin of impurities and draw out oil--and it's now being adapted into alternative formulas. Everything from deodorants to makeup are now incorporating clay for its various skincare and textural benefits.

Insight - Consumers' interest in cosmetics and skincare is currently fueled by social media trends and the desire to experiment in a post-pandemic world. The growing focus on ingredients comes from the increasingly widespread availability of information consumers now have in this space--prompting brands to highlight ingredients in order to back up their product claims.
Workshop Question - How could your brand better cater to the informed consumer?
Trend Themes
1. Clay-based Beauty Products - The trend towards incorporating clay into skincare and cosmetic products for its various textural and skincare benefits inspires innovative breakthroughs such as these clay-infused cream eyeshadows.
2. Ingredient-focused Products - Consumer interest in learning about skincare and cosmetic ingredients continues to rise while brands continue to highlight ingredients in product promotions. An example of this is Wildcraft's 100% natural deodorants that focus on addressing common concerns without potential irritants.
3. Versatile Clay Formulas - Clay has been used since ancient times for its detoxifying abilities, but new versatile formulas are created to cater to modern life. The Bl'eau Hydrating Glacial Clay Cleanser doubles as a clay mask and spot treatment while the MOB Beauty's Cream Clay Eyeshadows offer a unique semi-powder dry down as you blend.
Industry Implications
1. Beauty and Personal Care - In the beauty and personal care industry, incorporating natural ingredients and creating versatile formulas that can cater to various concerns can be a potential avenue for sustained growth and innovation.
2. Sustainable and Ethical Cosmetics - With the increasing focus on ethical and eco-friendly manufacturing, companies can focus on products that use ethically sourced and biodegradable ingredients, like MOB Beauty's Cream Clay Eyeshadow, for example.
3. Clean and Plant-based Products - The trend towards clean and plant-based products continues as consumers become more mindful of the ingredients they're using, which is why brands can highlight the beneficial ingredients that go into their products, such as Humanrace's Bodycare bars that use nourishing extracts and clay in gentle, soap-free formulas.
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 54 Examples:
48,805 Total Clicks
Date Range:
Feb 21 — Jan 23
Trending:
Warm
Consumer Insight Topics:

Featured Examples

Clay-Infused Cream Eyeshadows
Clay-Infused Cream Eyeshadows
MOB Beauty's Cream Clay Eyeshadow Dries Down During Blending
MOB Beauty’s Cream Clay Eyeshadow is a different kind of cream eyeshadow that’s infused with clay to create a “semi-powder dry down as you blend.” The richly pigmented shades... MORE
Mindful Bodycare Bars
Mindful Bodycare Bars
Humanrace's Bodycare Products Support Moments of Self-Care
Last November marked the debut of Humanrace, the skincare brand by Pharrell Williams, and just about a year later, the brand is venturing into bodycare products with a pair of new bodycare bars. The... MORE
Scentless Deodorant Creams
Scentless Deodorant Creams
Piper Wai Boasts a Safe, Aluminum-free Vegan Deodorant
As part of its multi-functional beauty product range, skincare brand Piper Wai offers a scentless deodorant cream that is ideal for sensitive skin and those experiencing scent sensitivity. The... MORE
Clay-Based Foaming Cleansers
Clay-Based Foaming Cleansers
The Hydrating Glacial Clay Cleanser Has a Cream-to-Foam Texture
As a skincare ingredient, clay is known for being immensely detoxifying but it also has a tendency to be drying, but the new Hydrating Glacial Clay Cleanser from Bl’eau offers a different... MORE
All-Natural Detoxifying Underarm Masks
All-Natural Detoxifying Underarm Masks
The Happy Pits Underarm Mask Leaves Skin Brighter
megababe, the clean personal care brand launched by Katie Sturino, offers the Happy Pits Underarm Mask. The mask was designed for those going through the “transition period” of switching... MORE
Antibacterial Natural Deodorants
Antibacterial Natural Deodorants
Wildcraft Launched Two New Cream Formula Deodorants
Wildcraft recently launched two new cream formula deodorants made from 100% natural ingredients. The freshly scented products glide seamlessly onto the skin. Packed with herbaceous essential oils,... MORE

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