The post-pandemic skincare reboot

Posted on September 29th, 2022

"Healthy, not perfect," is the new skincare mantra, as consumers prioritize long-term care over short-term beautification.
As consumers shift to a prevention-over-cure mindset, suncare and skin health are at the forefront of our minds. In this article, we explore three key pathways to innovation for brands looking to tap into the rebooted skincare consumer:

The Barrier Boom

Interest in the skin barrier has accelerated among younger consumer demographics, largely due to the educational content pushed by derma-influencers on TikTok. The hashtag #skinbarrier has garnered over 300 million views. Derma-positioned products are on the rise as consumers become more cautious, moving away from the goal of short-term glow toward long-term skin health. In this context, barrier creams are gaining traction—according to Spate, there are an average of 8.5K monthly searches in the US for "Barrier Repair," a surge of +67.9% compared to last year.

Pitched primarily at Gen Z consumers, Byoma is an accessible, affordable, and approachable skincare brand that strengthens the skin and boosts the skin barrier with simple, effective formulations. Taking an educational approach, they explain the "why" and the "how" behind skin barrier repair on their Instagram.

Hybridized Suncare

In the US, more than 9,500 people are diagnosed with skin cancer every year, and melanoma rates have been rising rapidly over the last 30 years. With no more COVID-19 restrictions and sunnier days driving Americans to spend increasing amounts of time outdoors, "skintellectual" consumers are seeking products that offer both UV protection and maintain a healthy skin biome. This trend is driving the hybridization of the sun-care and skincare categories, with many suncare-native brands now expanding their product lines.

Sun Bum, originally known solely as a surfer’s sun protection brand, launched into the skincare sector in June 2021. The launch of Cay Skin, founded by Winnie Harlow, under the motto "a skincare brand for everyone under the sun," is a perfect example of the new generation of suncare products: inclusive—featuring textures adapted to all skin tones; skincare-driven—blending island-based ingredients with high-performance skincare actives; and sustainable—silicone-free and reef-safe.

Skincare Takes a Trip

Consumer understanding of "health" now encompasses both mental and physical well-being, with the skin acting as a barometer of internal health. Alternative wellness spaces and practices are emerging to meet contemporary lifestyle demands, with nature, medicine, and micro-dosing converging to challenge conventional thinking. This preventative mindset is fueling demand for alternative treatments and experiences designed to boost mental health, such as ketamine therapy, guided psychedelic trips, and micro-dosing.

Speaking to Vogue.com, Sarah Chapman points to self-care’s important role in maintaining mental well-being: "A radiant, clear complexion is a strong indication that the body is in a healthy state."

Delivering an emotional boost through the power of scent, The Nue Co.'s Mind & Body Fragrance is a unisex fragrance supplement that invigorates mental energy and boosts focus using patented olfactory technology.

Original article: The post-pandemic skincare reboot