The question of how our psychological and physiological states interact to affect the condition of our skin and its appendages (hair, nails) and our general wellbeing continues to gain momentum. In The Anatomy of an Illness (1979), Norman Cousins demonstrated, through his own health experiences and anecdotes from many notable scientists and doctors, that the mind influences the body and vice versa.  The continued trend in aesthetic health is mind-body—the feeling of beauty connection where mental wellbeing and physical health are intertwined. The acceleration of the mind-body connection will encourage more brands, spa operators and wellness professionals to enhance the wellness journey with neuro cosmetics incorporating stress relieving techniques, healing practices and revised routines to accelerate this understanding. People will be willing to pay more for products and technologies that have mood-boosting qualities. Looking good makes people feel more confident, and maintaining good mental wellbeing is critical to overall well-being.   

The trend continues to excavate these ideas. Beauty presents an opportunity to improve and target this space with innovations like edible beauty, biometric screening in spa and wellness settings, skin immunity and a broader emphasis on integrative wellbeing. Integrative medicine practitioners will be aware of the role that stress plays in disease, and we will continue to see the intersection of medicine and wellbeing coming together for stress management as well as a preventative for outward skin conditions like acne, rosacea and premature aging.  

 *Did you know the brain and skin have the exact same embryonic origin? Skin and brain form simultaneously on day 21 of the embryo, with the outermost part of the embryo—the ectoblast—giving rise to the nervous system and the epidermis.  

Sources: 

• Professor Laurent Misery, Head of the Department of Dermatology at the University Hospital of Brest (France),
  Neurocosmetic Magazine, March 2022
• Cousins, Norman, Anatomy of an Illness, Bantam Books, New York. 1979 

TREND 2:
Less Invasive, Proven Effective Medical Aesthetic Practices, Aesthetic Treatments -and Products are Driven by Consumer Expectations 

2024 will continue to see significant advancements in consultation and skin diagnosis, from advanced 4D- consultations to more in-depth skin diagnosis. According to the recent McKinsey report, sound science and data-backed products and services are not just hoped for by consumers; they are expected. The continued inclusion of the microbiome is seen. We will see a new generation of regenerative biotherapeutics with bioactive proteins, growth factors and nucleic acids taking center stage for skin and hair rejuvenation. Exosomes can provide similar benefits to stem cell therapy without unwanted side effects. Polynucleotides help to improve the skin tissues on a cellular level. Hi-tech is performing cosmetics and brands, not new ingredients, but advanced delivery systems for optimum efficacy and outcomes. Brands will bring forth new ways to innovate legacy ingredients and equipment.  The non-surgical cosmetic procedures market is expected to grow at a compound annual growth rate of 9.87% by 2027.  

*The field of aesthetic health, particularly in medical aesthetics, has been experiencing significant trends and advancements. There’s a growing preference for less invasive treatments that offer minimal discomfort and require little to no downtime. This trend reflects a shift towards procedures that can be done quickly, often in an outpatient setting, with rapid recovery times. This is driven by technological advancements, growing awareness about aesthetic treatments, and an aging population seeking anti-aging solutions.” Dr. Patrick Treacy

Sources: 

• McKinsey & Company: The Trends Defining the $1.8 Trillion Global Wellness Market in 2024. Infiniti Research Limited Non-Surgical Cosmetic Procedures Market 2023-2027
• Professor Patrick Treacy, Medical Director Ailesbury Clinics MICGP, MBCAM, H. Dip Dermatology, DRCOG, DCH, LRCSI, DTM MB BCh 

TREND 3:
Inside-Out: A Holistic, Integrative Approach to Singular Issues  

The interest in Ingestible Beauty was reported in Euromonitor International in 2022 to be on the rise and continues to climb. As the concept of “wellness” evolves into a whole-person approach to health, 2024 will likely witness an increasing trend where specific issues are addressed through multiple modalities. Take skin health, for example. Instead of solely relying on specific skincare treatments for physical concerns, holistic approaches incorporating aspects like diet, ingestible beauty, sleep and mental health will become a standard part of the wellness examination. Addressing aesthetics will involve an approach encompassing the mind, body, and spirit, linking improving appearance to enhancing overall wellbeing. Similarly, physical products that benefit mental states will gain heightened attention. For instance, food and beverages with ingredients beneficial for digestion that enhance mood and cosmetics that not only improve physical appearance but also aim to boost self-confidence and nurture self-care will continue to spotlight the expansion from traditional aesthetics to encompass elevated mental states.  

According to Nutrition Insight, the nutricosmetics market is entering the mainstream as consumers continue to link nutrition with beauty and health. Prevention, scientific support for natural ingredients, and technology are driving formulations that contain specific ingredients and dosages that align with consumers’ preferences and requirements.  

Sources: 

• https://www.mintel.com/insights/beauty-and-personal-care/ingestible-beauty-innovations-towards-holistic-wellness/ 
• https://www.nutritioninsight.com/news/snackable-skin-care-holistic-health-scientific-support-and-inn   
• https://www.euromonitor.com/article/the-rise-of-ingestible-beauty-and-gender-specific-functional-foodovation-key-in-ingestible-beauty.html 
• https://www.wellandgood.com/wellness-minded-food-brands/ 

TREND 4:
Indigenous Traditions and Traditional Medicine  

Indigenous traditions and traditional medicine continue to gain interest and impact the industry. Indigenous traditions have long embraced a holistic view of health and wellbeing. In 2024, we can expect to see more products and lifestyle management approaches inspired by traditions such as Ayurveda, Traditional Chinese Medicine (TCM), Amazonian Shamanic Traditions and Jamu, the Indonesian herbal healing tradition. These ancient systems offer comprehensive health approaches, balancing physical, mental, and spiritual well-being. For example, Ayurveda, a 3,000-year-old Indian tradition, integrates dietary guidelines, herbal remedies and lifestyle adjustments to harmonize body and mind. TCM, renowned for its Qi-balancing acupuncture and herbal medicines, is increasingly recognized for its efficacy in managing chronic conditions. Skincare products with adaptogenic herbs from indigenous traditions are becoming more prevalent and are known for their mood-boosting and stress-reducing properties. Jamu’s herbal elixirs are known to improve internal digestive and skin health, believing that beauty is connected to maintaining internal health and a connection to the community. This intersection of ancient tradition and modern science will yield innovative products that address both physical ailments and enhance mental and emotional wellbeing. This trend signifies a holistic wellness paradigm enriched by cultural diversity and a more inclusive approach to health. 

Sources: 

• https://beautymatter.com/articles/formulation-trends-driving-feel-good-products-in-self-care-rituals  
• https://cosmeticsbusiness.com/cosmetics-business-reveals-the-top-5-ancient-beauty 
• https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10692374/  
• https://www.cosmeticsdesign.com/Article/2023/12/13/Beauty-Wellness-category-expands-market-by-45-determines-NIQ-report  

TREND 5:
The Skin Microbiome Research and Application Continues

 The skin has long held the nickname, the “defense organ” of the body. The skin provides obvious defenses as a physical barrier against thermal and physical damage and protects against invading pathogens. The skin is also a sensorial organ that regulates temperature and prevents water loss. It has long been understood for its ability to act as a barrier to outside aggressors. Still, the discovery of the microbiome and its continued exploration have demonstrated much more regarding the connection between gut health and skin health than ever. Proving the trend in understanding and embracing the influence of the skin microbiome, according to a summary published in Clinical Cosmetic Investigative Dermatology, there have been 1629 studies from 578 sources during 2013–2023. Importantly, not only is the skin microbiome altered, but an altered gut microbiome accompanies many skin diseases. The heightened increase in understanding of the connection between the two leads to more studies on the associations between the microbiome, diet, metabolites and immune responses in skin pathologies. The tie to aesthetic health is seen through product development and information sharing supporting healthy gut and skin microbiome assurance.

Sources: 

• Tinghan Deng, 1 Huilan Zheng, 1 Ying Zhu, 2 Ming Liu, 3 Guanjin He, 1 Ya Li, 1 Yichen Liu, 1 Jingping Wu, four and Hongbin Cheng 1, Emerging Trends and Focus in Human Skin Microbiome Over the last Decade: A Bibliometric Analysis and Literature Review Clin Cosmet Investig Dermatol. 2023; 16: 2153–2173. Published online August 10, 2023. doi: 10.2147/CCID.S420386. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10424697/ 
•  Tasha M. Santiago-Rodriguez,1,* Brice Le François,2 Jean M. Macklaim,1 Evgueni Doukhanine,2 and  Emily B. Hollister1, The Skin Microbiome: Current Techniques, Challenges, and Future Directions. Published online May 6, 2023. 
• De Pessemer, Britta, Lynda Grine, et.al. Gut–Skin Axis: Current Knowledge of the Interrelationship between Microbial Dysbiosis and Skin Conditions, Published Microorganisms. February 2021; 9(2):353.