From scientists encapsulating human scents, to the vampire facial, to the CBD oil trend, science is slowly invading every aspect of the beauty industry. More than ever, brands are focused on distinguishing their products with a shiny label declaring the product natural, emphasizing that ingredients sourced are sustainable, or that a specific percentage of revenue is donated to a charitable cause. While fighting for consumer loyalty in an overflowing pool of competition, brands have turned to another outlet of differentiation: science and biotechnology.
The biotechnology industry is the area of biology that focuses on involving living systems and organisms to develop products. Brands are capitalizing on using the biotechnology industry to develop scientifically-backed products that instantly establish trust with customers. Examples of biotechnology use can be seen in companies like Contipro, a Czech company that is dedicated to biotechnology and has created up to 15 anti-aging ingredients such as Hyasilk – a Hyularonic acid ingredient made by fermentation that hydrates the skin surface while keeping oil under control. Deinove, a company based in Montpellier, is dedicated to producing pure phytoene, an anti-aging cosmetic compound, through bacterial fermentation. UK-based company, Skin BioTherapeutics is using probiotic extracts for the creation of a therapeutic product for anti-aging products. The list of companies capitalizing on biotechnology goes on, but you get the point. The skincare industry, especially in reference to anti-aging products, has a huge market for growth. The goal of several companies is to create their products without having a deleterious effect on the environment, which introduces a new route that brands are taking to differentiate their products. Some companies have even been seen using bacteria and yeast as creators of green actives without any effect or impact on the environment – proving it an extremely sustainable option for product development.
The idea of beauty resting upon science has completely changed the game for brands. Recognizable names like Doctor Barbara Sturn have seen success in sales due to the trust that surrounds the connotation of a doctor-approved and developed certification. Sturn’s line came to prominence after her association with the “Kobe Procedure”, in which a patient’s own blood cells were used to produce proteins to jumpstart the healing process. From there, her business took off and out emerged her non-toxic Molecular Cosmetics skincare range that features skin-loving ingredients like Omega-3 fatty acids, Hyaluronic Acid, and high-grade Purslane. Sturn has become one of the most prominent figures in skincare, releasing potions targeting skin concerns like aging, redness, and even damage from pollution.
The ever-growing CBD trend has also rapidly entered the skincare industry, from creams claiming to target muscle pains to supplements promising to relieve common ailments like anxiety, insomnia, and muscle pain. Whether or not they’re effective is reason for discussion, but for now it has become a major source of revenue for up and coming skincare brands. For the approaching fall months, try out the Herbivore Deep Moisture Glow Oil which features 100 milligrams of CBD and adaptogens. This product promises to pack a punch of hydration while delivering calming and soothing effects. If skin oils aren’t really your thing, opt for a daily body cream like one from Cannuka. This product provides anti-inflammatory benefits by combining CBD, manuka honey, and hyaluronic acid – a combination that leaves your skin hydrated for hours to come.
The skincare revolution has lead to a major shift in the way the beauty brands function. It refers to the movement towards transparency between consumers and product creators, the desire for sustainably sourced ingredients, and everything in between remaining clean and simple. For consumers, this means great things – brands will be fighting to differentiate themselves amongst a sea of competition and generate business. For producers on the other hand, this means that the pressure has only become greater and a lack of transparency within the companies’ supply chain can cause major issues for sales.