A new report from global beauty industry expert trend platform BeautyStreams defines the ‘psychcare’ trend as “a movement that represents a wave of change in the beauty industry that brings mental health and overall well-being to the forefront” .
This new beauty category combines mental or psychological health benefits with personal care products that offer positive benefits that “enhance well-being, improve psychological well-being, cope with stress, and calm an excited mind.” It offers an experience, Eleonora Mazzilli told Trend magazine. She is BeautyStreams’ Director of Localization and Business Development for North America.
We discuss the current state of this growing trend among U.S. consumers, its potential impact on cosmetics and personal care product manufacturers and suppliers, and the innovations that will drive overall growth and expansion. We interviewed Ms. Mazzilli for her insights on the psych-care trends in the beauty market. beauty industry.
CDU: What are the trends in psychcare in beauty?
Eleanora Mazzilli (EM): At BeautyStreams, we have identified psychcare as a new beauty category that takes into account the psychological health of individuals. It can be expressed in a variety of categories, from skin care and personal care (including sexual health) to hair care, home and body fragrances, supplements and even color cosmetics.
Today, in an unprecedented situation of political tension, recession, war, and climate change, with medical conditions related to stress and sleep disorders on the rise, this topic has never been more important. Today’s consumers seek pleasure and security above all else.
Awareness of psychological and emotional states is increasingly being incorporated into the beauty category. In fact, life today is said to be in a state of permanent crisis, so it’s no wonder consumers are feeling burnt out.
In part, consumers are seeking beauty and personal care that goes beyond beauty and provides a deeper experience, amplifying the impact of time spent on themselves. They are interested in beauty products and habits that can increase happiness, improve psychological health, cope with stress, and calm an agitated mind.
CDU: What are the current trends in psychiatry in the United States?
E.M.: The mind-skin connection is becoming increasingly recognized and more closely examined by psychodermatologists. There is ample evidence of a link between skin, stress, and mental health.
A growing number of U.S. beauty and wellness brands, such as Aussie and Selfmade, are offering consumers products that can soothe stressed skin while pairing with rituals that promote calm, relaxation, and peace of mind. By providing this service, we are leveraging the connection between the skin and the mind. In the United States, meditation and mindfulness are on the rise to improve well-being in today’s fast-paced, stressful lifestyles.
Consumers are now finding resilience and regaining a sense of calm through a variety of mindfulness practices supported by beauty and wellness products. Thanks to a variety of new services, including guided meditation practices, meditation devices, VR meditation games, meditation wearables, and meditation-specific apps like Respect, a beauty meditation app launched by a San Francisco-based company. And better mindfulness is becoming more accessible. Same name.
In addition to this, emerging superfood drinks such as US brand Blossom, holistic skincare and crystal-infused beauty products also promote a sense of mindfulness. In the United States, functional and wellness fragrances are emerging as a form of therapy.
A new generation of functional, wellbeing, and therapeutic fragrances like those by The Nue Co., CandaScent Labs, or Linné are entering the American market, offering a variety of wellness benefits by influencing the mind and promoting inner health. It claims to provide benefits. It balances, enhances mental performance, supports health and enhances mood and energy, promotes calm, grounding, and security, and reduces stress and anxiety.
In the United States, psychedelic-adjacent products are becoming a fast-growing category in the wellness space. The wellness industry is betting on legal, psychedelic-adjacent products that promise physical, mental, and spiritual benefits. Beauty and wellness brands like AP CHEM, Marley One, or Psychedelic Water offer topicals, tinctures, drinks, We offer supplements. , relaxing, improving immune defenses, and mood-enhancing properties.
CDU: How will the Cycare trend impact manufacturers and suppliers in the U.S. cosmetics and personal care products industry?
E.M.: The desire for wellness and a healthy lifestyle is now non-negotiable for consumers, who recognize that beauty requires comprehensive management of their health and seek to improve their well-being. We understand the importance of reconnecting with ourselves to improve. It is now better understood that skin health is inherently linked to overall health.
Gut health, sleep hygiene, mental fitness, and physical fitness are all factors that influence skin health. Adoption of a global, multidimensional, inner and outer skin health and wellness approach is gaining momentum in the U.S. beauty market.
The US brand explores and draws inspiration from the tenets of traditional Chinese medicine, Ayurvedic healing, shamanism and spirituality, looking at consumers’ skin, body and mind holistically. We offer skin care rituals. Additionally, wellness-first functional foods and beverages are rapidly expanding to promote a better connection between body, emotion, and mind rhythms.
Wellness fragrances are still an emerging market, but advances in research, science, and technology are creating new opportunities for brands to design functional fragrances that draw attention to the connections between the sense of smell, well-being, and mood stimulation. . Fragrance houses like IFF rely on cutting-edge neuroscience research, functional magnetic resonance imaging (fMRI) technology, artificial intelligence, and big data to explore how scent affects the human brain. We invest in and support our fragrance development with scientific evidence to develop specific scents and compounds. Improves brain function, mental health, and overall well-being.
CDU: What innovations are driving the psychcare trend in the United States?
E.M.: We see brain health as a new frontier in wellness catching the attention of several U.S. beauty and wellness brands. Aging, sleep deprivation, overwork, digital fatigue, chronic stress, and harsh lifestyles are among the factors that make people feel like their brains are declining, and as a result, cognitive care needs are at an unprecedented pace. It is rapidly increasing.
Cognitive research shows that accelerated brain aging can lead to a variety of health problems, including increased mental health disorders, impaired mental function, and increased risk of neurodegenerative conditions. The recent coronavirus disease (COVID-19) pandemic has increased levels of loneliness and social isolation, which has also led to physical and mental health challenges.
This phenomenon means that brain health and wellness are now a major concern not only for older adults but across generations. Today, there is a growing recognition that improving mental health starts with improving brain health, and that your brain needs to be exercised and cared for just like any other part of your body.
Brain health has become the latest frontier in wellbeing, with products and tools that support mental health while improving brain performance and cognitive function gaining traction. From brain training apps to brain-boosting supplements to mental health tracking devices, the brain care category is gaining a foothold in the U.S. wellness market.
With major technology companies such as Meta, Snap, Microsoft, and Apple all investing in AI, VR, and AR technologies, the future will likely see an increase in brain-tracking devices and wearables, brain sensors, and brain-computer interfaces. May enable early brain function. Diagnosis and individualized treatment of cognitive decline.
CDU: Looking ahead to 2024, what potential impact will the psychcare trend have on the U.S. beauty industry?
E.M.: With the constant crisis in mind, consumers are expected to increasingly seek ways to lift their spirits and manage their emotions. Given the current opioid crisis and the increasing consumption of legal recreational drugs, especially in the United States, we can expect a wave of anxiety and stress to rise in the coming years.
Microdosing could become the new health movement as more U.S. cities and states loosen their laws on psilocybin, also known as “magic mushrooms.” This is a hot area in the beauty and supplements category.
In November 2020, Oregon became the first U.S. state to decriminalize psilocybin, followed by Colorado, but cities including Santa Cruz, Oakland, and San Francisco have also taken similar steps to decriminalize the use of the substance. Passed a vote to criminalize it. The move has prompted calls from activists in other U.S. cities, including Washington, D.C. and New York City, to follow suit.
Recent research shows that repeated use of small amounts of psilocybin may improve mood and mental health. Researchers found that people who microdosed psilocybin showed “small to moderate” improvements in symptoms of depression, anxiety, and stress over a 30-day follow-up compared to those who did not. I discovered something.
Microdosing of psilocybin in particular boasts promising benefits and could be a new frontier in the beauty and health category.
