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.

A TikTok trend is seeing people add cloves to their shampoo in pursuit of glossier hair. The cost of living crisis, and a decline in trust for conventional methods, are seeing people embracing natural beauty solutions – and TikTok is often the breeding ground for new hacks, methods, and techniques.

L'Occitane is furthering its sustainability efforts with a large-scale tree-planting initiative. As the beauty sector strives to progress towards environmentalism, brands that make a difference by addressing problems head-on will resonate with like-minded eco-conscious consumers.