Traditional Chinese Medicine offers 'huge potential' for emerging skin care brands

By Jo Allen | Published: 22-Feb-2024

New beauty brands are reclaiming and broadening the appeal of TCM in skin care, beyond a diluted narrative of jade rollers and gua sha

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This article was originally published in the Ancient Beauty Trend Report. Receive your copy here

With its ancient remedies and time-tested practices dating back 3,000 years, Traditional Chinese Medicine (TCM) has been gaining attention in the beauty world.

But while gua sha and jade rollers have largely dominated its discovery in the west up to now, TCM offers enormous potential for emerging beauty brands to bring its tradition-rich ingredients and practices to consumers, and ultimately to develop their experience of its holistic approach, based on prevention and restoring balance.

Traditional holistic and alternative therapies have never been more relevant for consumers today, marked by the popularity of everything from essential oils to reiki, as well as ancient beauty ingredients and practices.

And according to WGSN this is because consumers, facing science fatigue post-pandemic are searching for what they call ‘old answers to new questions’.

“In consumers’ eyes, traditional medicines, ingredients and practices have thousands of years of R&D behind them, and they will increasingly turn to ancestral knowledge to address beauty and self care needs,” says Sienna Piccioni, Head of Beauty at WGSN.

“We are seeing this the most with the emergence of Traditional Chinese Medicine within the beauty space,” she adds.

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