As beauty and wellness continue to fuse together, new trends are emerging within both industries, and creating endless opportunities to capture both audiences. Increasingly, customers are expecting their beauty products to act as self-care, and for their wellness routines to enhance their outer beauty. These six up-and-coming trends for summer showcase how products can do double (or even triple!) duty to deliver endless effects to every generation of consumer.

Amazing AdaptogensAs daily stress levels rise for consumers around the world, Adaptogenic superfood ingredients offer a topical way to protect the skin from environmental aggressors and stress-related outbreaks, while offering holistic balance. Often informed by ancient practices, such as traditional Chinese medicine and Ayurveda, these formulas fight oxidative stress and strengthen the skin barrier. We predict an increase in products featuring medicinal mushrooms, CBD, CBG, and ashwagandha.

Essentials Over ExcessToday’s consumers are looking to simplify their routines, taking their rituals back to basics with perfected powerhouse essentials for skincare. But let’s get one thing straight, essentials aren’t just basics. They’re upgraded staples, driven by modern values, like affordability, low waste, sustainability, and clean ingredients. We’ll start to see an uptick in reusable masks, waterless formulas, and packaging that’s either completely compostable or reusable in a meaningful way.

See Ya, StigmasWith the rise of Gen Z as key consumers in the beauty space, we’re seeing a large shift toward brands working to destigmatize taboo topics, like ingrown hairs, razor burn, eczema, acne, and more. These products not only increase relatability and trustworthiness, they also open up conversations for realness and acceptance. Brands like Megababe are already championing “real problems, cute solutions,” with their Thigh Rescue and Bust Dust, and we expect to see more brands following suit this year.

Real Juicy GoodnessAs the demand for health-centric products continues to rise, Superfood products, from beauty to wellness, are taking over. From gut health to skin health, customers are becoming more educated than ever and looking for powerful natural ingredients to boost their beauty from the inside out. Some customers are even looking to take their routine to an ingestible format, with supplements targeted toward skin and gut health for a holistic glow, while brands like Joos Beauty are taking cues from the ingestible industry with cold-pressed skincare, packaged like traditional juices.

Dive into DNAAs science advancements become more accessible and affordable, customers are looking to get more targeted with their treatments, bringing DNA-based skincare into the mainstream. Cellular beauty offers customers custom products based on their genetic makeup to maximize efficacy and reduce waste from tedious trial-and-error processes. Plus, this level of customization encourages long-term consumer loyalty, with brands offering full-scale DNA-informed lifestyle and product support for their customers.

Get DosedIn the past few years, customers have become more comfortable with ingredients like CBD, and we’re seeing this expand even more into new wellness frontiers like psychedelic therapies, medicinal mushrooms, and even more legal cannabinoids. Easy-to-use, targeted formulas will be essential in capturing new customers in this space, addressing specific concerns like stress, sleep, or immunity, through sprays, micro-dose edibles, powders, and more. Plus, it’s essential to have science-backed data to help customers develop a sense of trust as they try these new wellness formulas.

To take advantage of these trends and get a better understanding of how you can infuse them into your own product lines, we’re here to help. As experts in both beauty and wellness, we’re always ready to help you innovate and take advantage of cross-consumer interest in the always-evolving retail world. Reach out today!