Recently discovered mandelic acid or started incorporating crystals into your skincare regime? Gosh, you’re so 2018.
The biggest beauty trend to sweep social media, local pharmacies and our bathroom cabinets this summer is ‘mindful beauty’ – a beauty regime centring around aromatherapy-based beauty products, marking a return to comforting, nurturing, heritage ingredients.
In fact, the #mindfulbeauty hashtag has been used over 26,000 times on Instagram as people share their mindful rituals which combine ‘slow beauty’ with mindful gestures, breathing techniques and meditation. From cleansers, masks, moisturisers and mists to bath and body favourites like soaks, bath and body oils, body and hand creams, aromatherapy-infused products certainly deserve a spot in your beauty regime.
So what’s all the fuss about? According to June Jensen, Director, NPD UK Beauty, who has seen sales of ‘mindful beauty’ products sky-rocket, “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’ during the morning, evening and weekend beauty ritual. 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.”
And it seems beauty brands are doing just that. The sale of prestige lavender-based beauty products in the UK reported an increase of 552% in sales, while products based on aromatherapeutic ingredients have reported a similar increase in sales in the skincare sector. The sale of rose-based beauty products, which Kim Kardashian has preached the benefits of, increased 6% and lemongrass-infused products increased in sales by 5%.
But the most popular of the lot? Frankincense. Products formulated with this traditional ingredient, which is said to relieve stress and anxiety, increased sales by over 200%.
Surely that’s enough to tempt you to indulge in a spot of mindful beauty?
Here is a little run-down of the best essential oils to stock up on if you want to give mindful beauty a whirl…
For stress and anxiety: Lavender, cedarwood, lemon, bergamot, orange, and valerian.
For skincare: Lavender, carrot seed, rose, rosehip, frankincense, geranium, tea tree, ylang-ylang, and patchouli.
For a pick-me-up: Lemon and peppermint.
For immune-boosting: Lemon, lavender, tea tree, eucalyptus, oregano, thyme, orange, and cinnamon.
