Products that promise to keep signs of ageing at bay and promote a youthful glow are often accompanied with taglines like ‘achieve baby-soft skin’. Now, this narrative is being flipped on its head, as preventative beauty takes on a newer meaning by targeting a much younger audience: babies. This year will see the expansion of the Mother and Baby category with luxury serums, lotions and creams specially designed to care for little ones as young as newborns. The phrase ‘start them young’ is apt, with searches for #babyfacial and #babyfacemassage proving popular on TikTok. After luxury houses like Dior and Hermès launched “eau de senteurs”, a gentle perfumed water formulated to suit children’s sensitive skin, we’re expecting more brands to follow suit with a wider range of premium baby beauty products. As we welcome the generation where beautyobsessed millennials become parents, we’ll see them adapt their pamper routines to suit their offspring, with multi-step skin and body routines becoming second nature. Ingredient-conscious shoppers will treat their little ones to the same high-end products they use on themselves, with a ‘quality over quantity’ mentality. 11 / Bodycare As consumers continue to focus on inside-out beauty, gut health is set to flourish, with products that promise to balance our internal good bacteria with our external microbiome. Google Trends searches for ‘ gut health’ queries has seen a +25% increase YoY. From prebiotic-powered supplements to vitamins enriched with fermented ingredients, the changing narrative towards bacteria sees a direct correlation between gut and skin health. Adaptogens are herbs, roots and other plantlike substances - such as mushrooms – that present many wellness benefits: helping to manage our body’s response to stress, anxiety, fatigue, and boosting our overall wellbeing. The ‘ mushroom boom’ is here to stay with topical treatments like and savvy supplements like helping to maximise our wellness routines from within. Dr. Andrew Weil for Origins: Mega-Mushroom Treatment Lotion Upgrade 200ml/ £38 KIKI Health: Organic Lion’s Mane Extract Mushroom 60pcs/ £25 Mother & Baby go Luxe Google search for Gut Health 25% YoY. Stat 2 ‘Skincare is self-care’ will be the mantra of the year, as this trend amplifies the art of pampering through multi-step routines to deliver a well-earned radiance boost. Bath times will be elevated with skin-softening oils, whipped-to-perfection body soufflés and exfoliating scrubs – and skipping steps is so last year; post-shower bodycare routines will be enriched with moisturising creams and overnight treatments that will leave skin velvety smooth. The Head to Glow trend allows often neglected areas- like the chest, décolletage and feet – to earn some well-deserved TLC, as more brands produce innovative formulas specially targeted to revive, brighten and nourish. Sheeva Fallahi, Head of Campaign & Content We’ve teamed up with Pinterest to predict the trends of tomorrow, today. And with a surge in LOOKFANTASTIC shoppers investing in top to toe beauty routines, the bodycare category will have a major moment in 2024. Exclusive to Pinterest Predicts, our Head to Glow trend takes skincare from the neck down and will see beauty lovers double down on luxury lotions, in-home spa experiences and that allimportant SPF. Head to Glow ONE TO WATCH Adaptogens Trending on Pinterest: Bodycare +845% Body moisturiser aesthetic +245% Sunscreen +75%. Stat 1b Says... Trust Your Gut EDITOR PICK: Chantecaille Bébé Orange Blossom Face Cream 50ml / £42 2: Google search data: 2023 vs 2022
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