As people eschew harsh ingredients in their skincare routine and learn more about what’s best for their skin, they’re embracing a new title: the skintellectual. With Americans filling their medicine cabinets with science-backed lotions and potions, how is the face of skincare changing?
Chel Cortes is the owner of the small-batch, K-beauty-inspired skincare line Holy Snails.
Jette Virdi is a photographer, stylist, and founder of ilo, an organic and eco-friendly range of sanitary products.
Marissa Chen is a writer and photographer based between the UK and Singapore. Her work has appeared in Huck, Japan Times and Critical Mass, and she is also a member of the Native Agency.
Skincare aficionados know that the perfect complexion requires more than the regular application of cleansers, creams, and moisturisers. In addition to supplementing their diets and getting enough sleep, some are now adding in muscle-focused treatments like those offered by FaceGym.
'Skintellectuals' are especially clued up beauty consumers who use the science behind skincare products to create personalised, multi-step routines. Successful brands have picked up on this behaviour, understanding that people aren't shying away from complexity in their skincare regimen.
The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.
Jade rollers have gained a cult following in the US due to celebrities and online influencers championing the ancient Chinese skincare tool. Jade Roller Beauty is just one of the brands tapping into this resurgent popularity, encouraging facial exercise to naturally enhance one’s complexion.