Brits embrace mindful beauty

Prestige lavender-based beauty products have seen a 552% increase in sales in the UK between January 2019 and April 2019, according to The NPD Group, while sales of products formulated with frankincense, said to relieve stress and anxiety, experienced a 200% boost.

Products based on aromatherapeutic ingredients have reported a similar increase in sales in the skincare sector from January to April 2019 when compared with the same period last year.

NPD UK Beauty director, June Jensen, says: “2019 has been a challenging year for many people and in uncertain times, customers return to natural, heritage ingredients and products that offer a comforting, nurturing effect on skin, body and soul.

“The emergence of the mindful beauty trend is a response to the need to achieve solace and self-care in beauty rituals that calm the mind, cleanse the skin and offer a little ‘me-time'. This demand is obvious and represents a new opportunity for both retailers and beauty brands.

“Naturally, brands can embrace this trend by infusing their new products with heritage, healing ingredients, while bricks and mortar retail stores have the opportunity to create immersive brand experiences which engage all of the senses.”

The mindful beauty ritual is popular on social media and amongst wellness bloggers, with #mindfulbeauty used over 26,000 times on Instagram as people share their mindful rituals.