For the last few years, we've been seeing the use of multistep skincare routines, often including harsh active ingredients, trend younger and younger. The American Academy of Pediatrics noted that the TikTok GRWM trend has caused a massive, surging market of 7–18-year-old new skincare users that have no prior knowledge of the products they're using. This lack of education and accessibility is widespread, affecting not just teens but anyone, at any age, looking to enter their skincare journey.
When using multiple active ingredients at one time, there is a high risk of developing skin irritation, sun sensitivity and even atopic dermatitis. On average, TikTok’s top creators can be seen applying 11 or more products that feature almost 21 harsh active ingredients within 6-10 minutes – sometimes twice a day. Our recommendation to soothe this toxic trend: less is more. Simplifying your INCIs and focusing on fewer products with gentle, hydrating ingredients will serve all skin types and education levels. And with consumers forecasted to spend $48B on skincare with sensitive and soothing claims in 2025, we’ve got some space to fill in this category.
If you’re wondering how your brand can welcome new skincare users into the space, our Product Innovation team cheffed up some new bases and exciting concepts that act as an entry level, multistep collection. We're featuring ingredients that soothe and hydrate the skin.
- Gentle Cleanser, Gel Cream Cleanser
- Mild lather, low foam, calms irritation and leaves a silky surface.
- Starter Serum, Natural GT Serum
- Hydrating blend of humectants that supports skin barrier and complexion.
- Priming Moisturizer, Matte Cream
- Light refracting, blurring effect and hydrated finish.
As always, we're here to help start conversations about what's happening in the market, so let's keep that convo going! Hit up our Sales team to see how these concepts can inspire a new and exciting product for you.
