Could it be that we’re finally leaving the era of faux beauty?

Over the last few decades, beauty brands have unveiled an ever-widening range of hair and beauty products to make skin look tighter and younger, and hair smoother, fuller and longer. Yet in recent years there’s been an introduction to less-invasive treatments that revive skin, hair, and nails and make humans look human again.

Almost more of a non-trend than a trend, the aim is to achieve a radiant look, focusing on the nude, the natural, and a high-tech, low-risk beauty regime, where organic products, science and technology intersect to deliver minimal-downtime results that are seemingly produced by nature.

Like any woman, I am always on the hunt for the perfect skincare, and in celebration of Natural Skincare Awareness Day (7th May), we at DECIDE. have uncovered 3 key areas that skincare brands need to have on their radar to cater to the demand for seamless beauty……

Brightening Products

The desire for a healthy glow has led to the rise in brightening products and facial/body oils. According to the NPD Group, in 2014 brightening products in the prestige skincare category reported double digit growth, with the market being valued at £25.5 million.

Multifunctional Products

Increasingly busy lifestyles have inspired skincare brands to align make-up coverage with genuine skincare benefits. Green people’s new DD moisturiser (Daily Defence) is an age defying tinted moisturiser that aims to give you a light coverage that reduces redness; colour matches and balances complexions, without blocking your pores. It contains 98% natural ingredients and is the first DD cream on the market to be certified as organic.

Organic, Ethically Sourced Products

More and more, consumers are becoming aware of the harmful ingredients and chemicals in their skincare products and are starting to seek safer products that they can trust. Due to this there is now a trend towards ‘free-from’ products that contain natural ingredients such Argan, Marula, Coconut and Almond Oil.

And it isn’t just the skincare category where harmful ingredients should be avoided!

It’s long been said that you are what you eat, and the value of your inner health is also what leads to that outer glow.

If you ditch the foods which are bad for you and opt for healthy, fresh, wholefoods instead, you will soon see an improvement in your skin. It comes as no surprise then that improving health is now considered to be the number one reason for choosing gluten-free products!

To find out more about why consumers are taking a holistic ‘free-from’ approach to both their beauty regimes, and their diet, check out our latest thought piece.

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Posted by

Jo Errington-Stevens


7th May 2015
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