Research has revealed a connection between the microbiome and skin health. An imbalance in the skin microbiome can lead to a variety of skin problems such as acne, eczema, and dryness. Incorporating microbiome-inspired concepts into beauty and personal care products is a growing trend as consumers increasingly demand holistic health and ingredient transparency. Here, we outline his five opportunities in microbiome care that will bring new perspectives within the industry.
“Microbiome-friendly” verification is gaining momentum as an attempt to ensure transparency of ingredients
The first trend centers around the concept of “microbiome-friendly” products. Ingredients like preservatives, alcohol, and essential oils can negatively impact your skin’s microbiome. Microbiome-friendly products are formulated with gentle ingredients and appropriate concentrations to provide support but not disrupt the skin’s microbiome.
“Verified Microbiome Friendly” has become a recognizable label for consumers looking for assurance about ingredient safety and transparency. Popular validators include Kind To Biome, MyMicrobiome, and Labskin. According to Kind To Biome, beauty brands are seeing a noticeable increase in interest in microbiome-friendly verification. David Koo Hjalmarsson, CEO of Kind To Biome, said: “Skin and hair care brands are keen to enter this fast-growing sector and are finding new ways to differentiate themselves from other microbiome-related claims in the competition. We are actively exploring this.”
Retailers are also becoming more aware of being “microbiome friendly.” In May 2023, European beauty retailer Dover Street Parfum Market took the step of introducing a specialty section in France. These sections feature a curated collection of microbiome-friendly products, all Kind To Biome approved, reflecting the growing importance of this trend.
Select Kind To Biome approved productsSource: The Nue Co; Duolove (L’Occitane Group); RMS Beauty
Innovations to address the viability of probiotics in skin care
Microbiome beauty brands focus on restoring a healthy microbiome using specific ingredients such as prebiotics, probiotics, and postbiotics. Euromonitor International’s Product Claims and Positioning Database reports a 78% increase in the number of products claiming to contain “probiotics” in the beauty and personal care sector between 2019 and 2022. It has been. Non-living ingredients, such as probiotic lysates and ferments, are usually added to provide benefits.
However, significant technical challenges remain when attempting to include live probiotic bacteria in topical products. Leo Salvi, head of science at Kind To Biome, says further exploration is still needed to understand probiotics and their potential benefits for the skin. The industry is eagerly awaiting innovations to overcome these technological hurdles, especially in maintaining probiotic viability. One promising development is that packaging companies are considering technologies such as capsules to preserve the vitality of probiotics prior to topical application.
Maintaining microbiome health with the synergy of supplements and skin care
The introduction of microbiome-focused claims in the beauty sector has encouraged exploration of concepts such as the gut-skin axis, leading to the development of products that combine probiotic supplements and skin care. Some microbiome brands are introducing products that combine probiotic supplements with skin care products.
Health and beauty brand Nue Co has introduced a hydrating skin routine consisting of three products. This routine includes a vegan gut microbiome supplement, a probiotic-infused face wash, and a probiotic moisturizer. This combination claims to strengthen the skin’s barrier function, restore balance and nourish it. Major beauty companies are also incorporating probiotic supplements into their product lines. In June 2023, Shiseido launched probiotic powder as part of its famous Ultimmune Hero product line. This probiotic powder emphasizes its role in repairing the skin barrier from within and is marketed as an “edible serum.”
Diagnosis and personalization by understanding your individual skin microbiome
The skin microbiome is unique, varying from person to person and changing over time depending on environment and food. The skin microbiome has the potential to serve as a new standard providing insight into the condition of a person’s skin. personalized recommendations.
In March 2023, Garine, a subsidiary of Shiseido, released a skin microbiome testing kit. This kit allows you to analyze the diversity of 20 types of skin bacteria by simply applying the patch to your forehead for 10 seconds. Another company in this space, Hello Biome, has introduced a microbiome testing kit under the Dr. Elsa Jungman brand. This test kit allows consumers to easily collect a skin sample with a cotton swab. After the lab analyzes the sample, consumers receive a personalized report featuring personalized regime recommendations.
The advantage of microbiome testing is that it is non-invasive and low-cost, as it only requires a swab of the skin surface. Microbiome testing provides a more accessible means of gaining insight into an individual’s skin characteristics.
Expanding the microbiome balance concept to intimate, scalp care and baby care products
Consumers are increasingly interested in approaching health more holistically as ambiguity increases in the wellness space. Skinning tendency. As a key indicator, the microbiome extends its influence beyond the skin of your face to encompass other aspects of your body’s health, including your scalp, vagina, and baby care.
Professional hair care brand Living Proof has launched a dry scalp treatment that restores the natural scalp microbiome and provides long-term relief from scalp symptoms. In intimate care, the use of probiotic supplements has received great attention as a nutritional approach to maintaining the natural balance of the vaginal area. The concept of microbiome balance can be used across a wider range of categories to develop new products that address overall health.
Future outlook: Expect further investment in microbiome skin care
The emerging concept of microbiome care has led global companies to invest heavily in its potential. In December 2022, Beiersdorf acquired a majority stake in S-Biomedic, a Belgian skin microbiome research company. Since 2020, L’Oréal has pursued avenues of cooperation with the aim of advancing microbiome research, first by partnering with biotechnology company Micreos, and then in 2022 with Korean original design manufacturer (ODM) COSMAX. I did. The momentum in microbiome skin care is likely to accelerate as beauty consumers become more interested in science-backed ingredients and formulations.
For a detailed analysis of global industry trends, read our report on the global beauty and personal care market.