From the rise of anti-ageing products to the growing demand for ‘non-toxic’ formulations, the skin care and beauty industry has continuously evolved to keep up with scientific advancements and cultural shifts.
Neurocosmetics is one of the latest trends to join the evolution.
Rooted in science, neurocosmetics are designed to interact with the nervous system via the skin, known as the skin-brain axis, or olfactory system, to produce an emotional or physical response that supports overall wellbeing.
Such products often contain bioactive ingredients that interact with neuroreceptors in the epidermis or nasal cavity which can, for example, reduce stress-induced inflammation, or trigger the release of mood enhancing hormones.
This isn’t an entirely new concept for the cosmetics industry – the use of lavender essential oil has been used to improve sleep from as early as ancient Egyptian and Greek times, despite its mechanism of action being unknown.
However, the most recent increase in popularity has resulted from not only a better scientific understanding, but also consumers’ growing awareness of the connection between the mind and body.
Beauty gurus and influencers now frequently preach the importance of physical and mental wellbeing to overall beauty. Alongside this, there is also a shift in demand for products with proven, science-backed claims.
Consumers are becoming more value-conscious and sceptical of marketing hype, focusing on what products contain and whether they actually deliver what is advertised.
With this in mind, how can beauty brands navigate these changes and utilise neurocosmetics to make the most of the market opportunity?
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