February 25, 2024


Define Beauty Yourself

Future beauty trend opportunities in pet care, lab-grown ingredients and skin cycling

Earlier this month, Helga Hertsig-Lavocah, senior futurologist and founder of Hint Futurology, said the beauty and personal care industry had to start innovating to empower consumers to take shorter, colder showers amidst the ongoing climate and cost-of-living crises. Cold showers, she said, were here to stay, and so formulations and products had to be adapted accordingly​.

But beyond this, Hertsig-Lavocah told attendees at this year’s SCS Formulate in Coventry, UK, there were other important trends on the horizon worth keeping front-of-mind.

Pet care

Pet care had slowly edged into the spotlight in recent years, she said, with ‘pet-friendly’ cleaning products and prestige tasting menus for dogs, and numerous beauty and personal care brands had already jumped aboard.

“Companies, everyone, is looking for new markets, new niches to explore. Mature markets are saturated, that’s why they are starting to look at the pet care market,”​ she said.

In beauty, UK vegan brand Faith in Nature already offered an organic dog shampoo, in liquid or bar format, and LA-headquartered prestige hair care brand OUAI offered a pet shampoo. NYC-headquartered Kiehl’s also offered a range of dog grooming products, including a conditioner and cleansing spritz, and there were a number of smaller brands offering permanent and semi-permanent hair colouration for pets.

“We see more and more brands launching products for dogs (…) Some of them are new, some have been around for longer, but they’re all gaining traction,”​ Hertsig-Lavocah said.