Neurocosmetics is a concept that works with the idea that the brain and skin (or other senses) are intrinsically linked. Products are formulated to make the most of that connection with the aim of a positive outcome.
A skin product that can definitively improve your mental health is a reach at this stage – though consistent rituals and self care have been known to assist – but the idea and other offshoots are being explored in a number of ways.
They include ingredients that affect the nerve receptors in the skin and our sense of smell, with brands claiming they can spark certain emotions or pleasant sensations like warming or cooling.
The overall impact of skin and beauty routines, and a more positive focus as a whole, is certainly a focus for the coming year.
“We are seeing a consumer shift away from the negativity around skin ageing and terms like anti-ageing as a product or treatment benefit are being replaced with a desire for healthy ageing, wellbeing and skin confidence,” says Caroline Parker, Head of Education for Dermalogica New Zealand.
She says this year we can expect an evolving era of neurocosmetics. “These will leverage the skin-mind connection to improve skin health and promote feelings of wellbeing. We believe wholeheartedly in the power of human touch, and neuropeptide technologies combined with the power of touch are going to deliver unparalleled results.”
Glossier’s VP of Product Development Emily Trillaud agrees neurocosmetics is set to grow in significance.
“The integration of neurology, psychology, and dermatology could transform skincare, helping products communicate directly with the nervous system to calm irritation, boost hydration, calm mood or enhance the skin’s natural healing process,” says Trillaud.
Treating the signs of psychological stress when they show on your skin, in the form of inflammation and breakouts, is a popular approach.
“These products might be able to reduce stress-induced skin conditions, support emotional wellbeing through scent, or improve how the skin responds to external stimuli like pollution or temperature changes.”
MECCA’s Chief Marketing Officer Kate Blythe, confirms the mega beauty retailer is also seeing this trend emerge within the fragrance category.
“Neuroscience is entering the beauty chat and it’s changing the way customers use and wear fragrances. Overall, functional fragrances aim to provide a sensory experience that supports the wearer’s emotional and physical needs.”
She points to their use for mood enhancement and energy boosting, stress relief, focus and concentration, and sleep support.
“Functional fragrances, like those from Vyrao, focus on the holistic approach, considering the interplay between scent, emotions, and physical health. As customers become more aware of the link between scent and self-care, we expect these brands to thrive, as well as many more brands to center their approach on this notion, just as Charlotte Tilbury’s newly launched collection of scents has done.”
She says they are also seeing this within the body category.
“Several brands are elevating regular utility products (e.g. deodorant and body wash), and as such, redefining body care as a self-care ritual, bridging the gap between body and wellness.
