HAVE YOU HEARD OF FERMENTED BEAUTY?
The skin’s microbiome is the star of new skincare strategies and if your marketing department isn’t already on the case then your competition is! Trend forecaster WGSN named fermented beauty as ‘one to watch’ for 2022. Consumers are demanding potent ingredients that last longer and the industry is responding. Enter: kombucha for the skin!
Taking inspiration from the K & J beauty markets, fermentation releases enzymes that break down molecules allowing for deeper skin penetration, and delivering the potent ingredients to where they’re needed. It cultivates the growth of beneficial bacteria (think: lactic, organic and acetic acids) which act as natural preservatives keeping formulations effective for longer when exposed to air and their shelf life.
The statistics speak for themselves. According to Mordor Intelligence, the global fermented ingredients market (including amino acids, organic acids, polymers, vitamins, industrial enzymes and antibiotics) is projected to register a compound annual growth rate of 4.72% during the 2020-25 period. So the big question really is which brands are harnessing this old tech for new cosmetic solutions?
Unsurprisingly skincare giant Drunk Elephant has already jumped on the bandwagon with its Sweet Biome Fermented Sake Spray. Developed to support a healthy microbiome, sake extract combined with kombucha and hops (used in beer production) keep the skin barrier soothed and strong. Highstreet hero Clinique has also entered the charge with its Moisture Surge 100H Auto-Replenishing Hydrator that uses fermented organic aloe vera extract to help retain moisture. Finally, the FACEGYM Active Blast Instant Release Collagen Booster uses fermented yeast as the basis of its vegan collagen formulation to optimise skin health.