Exploring Wellness Driven Beauty

Wellness-driven beauty was one of the top cosmetic trends for 2024, so we thought we would explore this topic a little more in depth. ‘Wellness’ is a broad term that encompasses mental, emotional and physical health and wellbeing, so what does this mean when it comes to cosmetics?

Wellness-driven beauty is very simply, beauty practices and products that make you feel your best inside and out. They are not overly complicated, but rather sophisticated products and practices that may touch on emotions, and contain elements that tickle the senses.

 

If you are a formulator or have a cosmetic business, here are a few ways to achieve a wellness aspect in your beauty products:

Health should be prioritised. This means there should not be any ingredients that are considered harmful in any way.

‘Free from’ is a great marketing technique, and will assure your customers that your product is free from 'xyz'. Of course, what you decide your product should be free of is entirely up to you.

Here at Essentially Natural, we have quite a list that we don't allow to exist on our store, and you can read all about this here in our ingredients policy.

 

There is a focus on sleep and stress reduction - possibly through therapeutic channels such as the use of aromatherapy and essential oils in body products. Essential oils are not only natural fragrances but they have therapeutic benefits too.

Rest-to-recovery products that work during sleep hours is another way of bringing wellness into cosmetic products. Rest-to-recovery means products designed to be applied at night before bed so that they work during sleep to replenish your skin.

Also products and rituals that relieve stress and are nice to do at the beginning and end of a day - but without the need for too many products or a hectic routine, which may be overwhelming. Simple, effective serums and massage oils are lovely, which can be used with a facial tool for added benefit. Home in on the self care aspects of skin and hair care, where customers take the time to pamper themselves as a way to relax and relieve stress.

For a morning routine, consider products that have a fresh, energising scent to wake you up, and that contain caffeine or green tea to stimulate and wake your skin up.

At night go for products that calm and soothe the skin and senses, and that have hydration and/or moisturisation benefits.

 

Playful product and packaging designs that are fun, interactive, colourful or play on the senses with different textures and scents can also be classed as wellness products. If a product can make you feel good then it's doing its job.

Things to consider when formulating wellness-driven beauty products:

Fragrance

Consider using natural fragrances such as essential oils or even gentle hydrosols, and universal scents that are more gender neutral. Examples could be chamomile, lavender, and also scents that match the time of day, such as energising citrus or herbaceous scents for the morning, and softer woodier or floral scents for at night.

Appearance 

The appearance of the product and its packaging are super important and you should put a lot of thought and care into this. Give your customers a product that makes them feel pampered and spoilt, or even rich because it looks so good!

Colour 

Coloured products could evoke different times of day, for example soft yellows/oranges/greens for the day and pale blues, lavender or pinks for at night. White is another colour that evokes cleanliness and luxury, which may also make your customers feel good.

The colour of the packaging should also be considered.

Texture 

Texture is most often product-dependent, such as bumpy exfoliating scrubs, silky moisturisers, or gel-like hair products.

Senses 

Sensorial things like cooling or warming sensations, absorption rates and skin feel are all really important. Consider how these would be appropriate for the product you are making, and how you could incorporate them to make it a fun experience for the customer.

Routines 

Building a routine for the customer using the products is a good idea. Routines are grounding and many find them therapeutic and stress relieving at the end of the day. It is also a chance for the user to carve out some ‘me time’ for themselves. However don’t make the routine too complex or it can be overwhelming and have the opposite effect.

Inclusivity 

Products could consider factors such as vegan status, cruelty free, Kosher/Halal, age and gender. 

Multifunctional Products 

Many people love a multifunctional product as it saves money and is better for the environment. What's not feel good about that!

Ethics

Sustainability should be at the core of the product. From ingredient chains to packaging, there isn’t room for unsustainable practices anymore.

Customers are increasingly knowledgeable and well informed, so transparency and honesty is as key an ingredient in your product as anything. Sustainability is important to customers, and when they support a sustainable brand, it also makes them feel good! This makes sustainability an important part of wellness.

Science backed claims are important, as you need to back up any claims made for the product.

Product Examples

A cooling facial spritzer that has a refreshing, cooling skin feel and a delicious scent is a wonderful idea. It can be boosted with actives to give the skin extra benefits as well. This sort of product is useful for any gender and age too. Use hydrosols for a gentle scent that is non-irritating.

Freshening up with a facial mist is a feel good way to get through hot summer afternoons or tedious work meetings, and can definitely count as a wellness product!

Another example could be an exfoliating scalp gel or serum. Dry, itchy scalp has a negative impact on a person, but a product that can assist with the problem can make them feel significantly better. You can make the product smell amazing, look interesting, and leave the scalp feeling clean and fresh: a great example of a wellness beauty product!

Massaging in a luxurious night oil with a beautiful fragrance, while boosting skin circulation with a guasha tool in yet another example of a wellness beauty product. It can be part of a relaxing skincare routine, giving the user some precious ‘me time’ after a busy day.

Ingredient Examples

Of course the ingredients you use will depend entirely on your product, there are some ones that we can think of right away that fit perfectly into the wellness beauty category, and that can be used on their own.

Hydrosols

Hydrosols are softly scented and are brilliant for all skin types. They are versatile and can be used on their own, or combined with a myriad of other ingredients to make a power-packed facial mist.

Luxurious skin butters

Skin butters are fabulously softening and moisturising for skin. There’s just something about taking the time to massage a butter into clean, warm skin straight after a shower that gives the feel of ultimate luxury and self care. Give it a try.

Facial oils

There are so many great facial oils which can be applied directly to the skin, or blended together. Think jojoba oil, squalane, pomegranate oil, evening primrose, red raspberry, the list goes on.

Additional proteins added into your shampoo and conditioner

You can totally boost your existing hair product with some extra protein for the benefit of your locks. Add in some hydroslyzed protein, collagen or keratin.

 

Actives

Hyaluronic acid serum is consistently one of our top sellers and customers achieve fabulous results with it. It plumps and hydrates the skin, making them feel better and more youthful.

 

As you can see, wellness beauty is an interesting trend that offers both customers and brand owners extensive food for thought in their buying and creating practices. Wellness should be a part of one's beauty routine and it's absolutely a trend we should all be getting behind.

 

 

About the author:

Juliette van der Meer

BSc, BScH, Adv Dip Cosmetic Science

Cosmetic scientist