Shift in consumer demands: Natural, safe and clean products
Consumer preferences have undergone a huge shift over time. Modern consumers are well aware, and hence more cautious and conscious about their choices. They prefer products that are cruelty-free, are prepared without any harmful chemicals or toxic ingredients, and protect damage from the environment.
In fact, amid their fast-paced lives, consumers have less time to understand a product. This is why top-shelf products, which are easily available, are their top choices. However, some have toxic chemicals like sulphate, paraben, mineral oil etc that can harm us significantly. Hence, consumers are now resorting to products that are vegan, and come with a promise of safety. They demand skincare and haircare products that are free from harmful chemicals and are safe for both themselves and the environment.
Consumers have started to prefer products that are safe to use and are prepared with organic and/or natural ingredients. They also seek out offerings that are based on the less-is-more approach. This model ensures minimum use of products and less investment of time while maximising the efficacy. In simple terms, it refers to using one product that offers the benefits of various other products. For instance, opting for a Vitamin C face serum comprising hyaluronic acid, retinol, and niacinamide would offer a radiant skin, increased hydration, improved elasticity, and reduced hyperpigmentation. One need not use different skincare products with specific ingredients, as this serum would be the one-stop solution for your skincare needs. A similar example for haircare would be using products with holistic ingredients like fermented rice water which helps you to solve all hair care problems such as hair fall, lack of growth, frizziness, split ends etc.
For supple skin and luscious locks
The modern skincare and haircare guide is based on the foundation of products that are safe, chemical-free, and made with organic ingredients. It’s focused on offerings that come with a minimalist approach.
Cleansing your skin twice a day with a mild face wash to remove dirt and impurities of the skin before going to sleep
Exfoliating your skin with a gentle and mild exfoliating toner, with Fruit AHAs, thrice a week will ensure all the dead skin and dirt are removed and you have a bright skin.
Moisturising is an important step in skincare routine as it helps in maintaining a healthy, hydrated, and supple skin. Every time you wash your face, applying a moisturizer is essential so that the skin does not stay dry. Face serums help protect skin and nourish it, thereby boosting skin health. They provide added protection from UV, pollution as well as dirt, premature skin ageing, and wrinkles.
Using a sunscreen with a minimum of SPF 30, blue light protection, and hyaluronic acid will provide you protection from UV rays, and also hydrate your skin. It is a must-have product that you should carry and use at all times, whether you are indoors or you are stepping out. A gel-based sunscreen is suitable for all skin types.
Often neglected, a night cream is one of the most important steps in the skincare regime. It helps repair skin cells overnight and ensures you have healthy and glowing skin in the morning.
Hair care routine
Who doesn’t like to have luscious locks? For that, it is imperative that you follow a hair care regimen.
Washing your hair twice a week is important to maintain hair health. Earlier, women used shampoos sold commercially in nearby grocery stores or supermarkets. However, now they are particular about their choices, and prefer shampoos that are made with natural ingredients and are free from sulphate and parabens
Apart from washing, conditioning your hair after every wash is essential to ensure they remain fizz-free, soft, and nourished. They moisturise hair strands and also add a protecting layer safeguarding them from UV and dirt.
Use a hair mask once a week. Consumers often believe that masks are a substitute for conditioners. The mask is a hair treatment that not only smoothens the hair but also makes it manageable, lustrous, and silky.
Even oiling your hair at least once a week with cold-pressed natural oils having castor oil, almond, rice, argan, etc. as ingredients should be preferred as it strengthens the hair and promotes the growth of new hair follicles.
For all the four product categories, you should ideally choose products having natural ingredients with holistic properties – like fermented rice water – as their core constituents. They promote hair growth, increase density, reduce hair fall, treat split ends, and make your hair healthy.
With consumers now preferring natural products made with safe ingredients, brands are now taking the path of sustainability. They are adopting a clean and safe approach to ensure the formulas of their products are of natural origin and are harmless. Brands curate products with a sustainability mission so that they offer maximum efficiency, reduce environmental damage, and offer just what the consumers demand.
(The writer is Co-Founder, WishCare- A sustainable personal care brand.)