North America/Europe – This week’s microtrend profiles the beauty brands connecting cosmetics and spirituality.
Western beauty brands are finding practical ways to help consumers adopt parts of the 10–15-step routines associated with Asian beauty. Brands such as Mauli Rituals, The Broad Place and PurEarth are blending skincare and wellness to offer minimalist approaches that use ancient ingredients, Ayurvedic science and spiritual rituals.
‘Asian skincare regimes and ingredients are going to gain more traction with global beauty brands,’ Kelly St John, vice-president of beauty at Neiman Marcus, tells LS:N Global.
The Big Picture: For more on the growing use of ancient ingredients in modern wellness rituals, read our latest microtrend.