Beauty fans are searching for ingredients that solve specific problems with a more holistic approach. As wellness becomes central to beauty, Cultured Biomecare is tapping the interests of ingredients-focused buyers who want to nurture their skin through natural forms of care.

Throughout the pandemic, skincare companies benefited from consumers having more time on their hands for elaborate self-care routines. As the crisis has abated, people are looking for simple solutions and are moving towards ‘skin rewilding’ – resetting their natural microbiomes while saving time.

After a year spent largely indoors, connecting with the wider world via screens, people are being drawn to nature with a greater sense of urgency. The impulse to rewild is increasingly being expressed through consumer decisions and behaviours. Foraged beauty is a further manifestation of this shift.

Hair growth supplement brand Nutrafol has launched a campaign aiming to drive conversations around hair thinning among women. Harnessing the power of community, it's looking to empower women to share personal stories and raise awareness about the toll that hair loss can take.