Beauty market

Non-binary gender identities drive changes in attitudes towards skincare and beauty

Skincare is a top concern for many, with 64% of consumers saying they’re taking their skincare routines more seriously post-pandemic

Lycored recently surveyed approximately 500 skincare consumers about their attitudes toward beauty and skin health. The Israel-based ingredient supplier last explored these issues with consumers in 2017, with the company noting that there has been a major societal shift in attitudes towards beauty over the past five years, in especially from men.

Statista reported that there has been a sea change in the culture of male grooming over the past decade, with the global male grooming market expected to reach $81.2 billion by 2024.

“For many young Westerners, non-binary gender identities are now quite common,” said Caroline Schroeder, marketing communications manager at Lycored. “These kinds of changes were bound to have an effect on attitudes towards skincare and beauty. Even so, we were surprised by the magnitude of some of the changes. In 2017, we saw that a significant number of consumers (8% overall and 22% in the younger age brackets) thought it was more important for men to look good than for women. doubled, with 15% of consumers now saying that looking good is more important for men than for women.”

Ingestible skincare goes mainstream

Lycored’s report found that 59% of consumers now see the concept of ingestible skincare as normal. This was especially true for young people in the millennial category (25-34 years old), 68% of whom said it was normal to take a supplement for skin health or beauty. People in this age group were also by far the most likely to have taken an ingestible skincare product in the past year (57% vs. 30% overall). Meanwhile, women were more likely than men to have taken an ingestible product in the past year (34% compared to 25%).

The trend is expected to continue, with the global beauty supplement market expected to be worth approximately $6.8 billion by 2024, according to Statista.

Other key findings

• Most consumers, especially millennials and millennials, now consider unmanageable skin care normal

• There is growing interest in men’s physical appearance, with a third of 18-24 year olds believing that it is more important for men to be handsome than women

• Consumers are increasingly likely to use skincare products to feel good rather than to look young, but there is also a growing demand for visible results

• Nearly eight in 10 consumers (79%) who are aware of carotenoids know they provide benefits for the skin

• A growing number of consumers would like to spend less time on their skincare regimens

• There is a strong demand for skin care products with multiple benefits

• The vast majority of consumers believe that manufacturers have a responsibility to protect the environment


“Really, the biggest take-home message is about inclusivity. Skincare brands that embrace diversity and meet the needs of all of their customers are the most likely to succeed,”Schroeder told NutraIngredients-USA.

She added that consumers – women in particular – expect visible results from beauty and skincare products. “From this perspective, it makes sense to use ingredients that are scientifically proven to deliver benefits they can see. For example, a recent study found that Lumenato, our wellness extract at golden tomato base, delivers noticeable beauty results for weeks.

Consumers are ditching makeup to buy wellness

The report also found that consumers are using the money they previously used to wear makeup to buy more wellness products.

“Ingestible skincare is still experiencing major global expansion, and some experts believe the pandemic is one of the reasons. They argue that consumers’ experience of having unexpected amounts of time and money on their hands during lockdown diverted some of the money and focused on cosmetics and skin health,”said Schroeder.

Mental Health

Another trend highlighted by the report is how consumers, especially younger consumers, are increasingly viewing skin health and beauty in holistic terms and as qualities that essentially come from within.

For many, skin care products provide an important emotional boost. Lycored research found that 69% of consumers use skincare products “to feel good about themselves”, up from 62% in 2017. This was especially true for younger consumers, 82% of whom said they used skincare products. skincare products to feel good about themselves, and for women (78%, versus 59% of men).

Many consumers also believe in a strong connection between emotional well-being and skin health. In the survey, the percentage of those who said living a stress-free life is important for skin health increased significantly (26% from 18% in 2017).

“They understand that emotional and mental well-being and self-care (whether through sleep, diet, or just being kinder to themselves) are just as important as the type of products they buy. “,said Schroeder.