Futurewise, US
Futurewise, US
Futurewise, US
US – A new skincare brand, Futurewise, launched by the founders of Starface, is assisting beauty consumers with their slugging routines.
The practice involves creating an occlusive layer over the skin to prevent water loss and thus improve skin hydration. Futurewise offers a three-product system made up of humectants, emollients and occlusives that work collectively and provide optimal slugging results. The brand’s hydrating mist, Slug Boost, contains a trio of humectants that allow deeper penetration and prepare the skin for the rest of the routine. Next, the user is advised to apply the Slug Cream, a moisturiser that is made with a triple lipid complex of plant-derived fatty acids, cholesterol and ceramides, which work in tandem to strengthen the skin barrier and preserve the skin’s moisture levels. Finally, the Slug Balm can be applied to lock in moisture and create an environment for the skin to repair itself.
While the technique has gained prominence on TikTok with the hashtag #slugging reaching over 528m views, the practice dates back as far as the 15th century when Native American communities would use petroleum jelly for moisturising purposes and scar reduction.
For more on how ancient practices are being celebrated – not appropriated – by modern consumers, read our microtrend, Ancestral Beauty.
Strategic opportunity
Take inspiration from ancient techniques and modify to meet the needs and demands of modern consumers. Always appreciate, never appropriate.
