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Jun 24, 2019
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Aromatherapy cosmetics on the rise as UK shoppers embrace mindful beauty

Published
Jun 24, 2019

UK sales of prestige lavender-based beauty products have increased by 552% in value terms between January and April 2019, as British shoppers turn to comforting ingredients to relieve stress and anxiety.


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Indeed, products based on aromatherapeutic ingredients have reported a similar increase in sales in the skincare sector during the same period, according to the NPD Group.

The sale of rose-based beauty products increased by 6% year-on-year, and lemongrass-infused products increased by 5%. And frankincense seems to be a particularly popular ingredient, with products formulated with this constituent up by over 200% between January and April.

“2019 has been a challenging year for many people and in uncertain times, customers return to natural, heritage ingredients and products that offer a comforting, nurturing effect on skin, body and soul,” explained June Jensen, director of NPD UK Beauty.

The market research company noted that nurturing, heritage ingredients are central to the Mindful Beauty movement, which has spread across social media in recent years thanks to wellness bloggers and influencers.

In fact, the hashtag #mindfulbeauty has been used over 26,000 times on Instagram. Combining ‘slow beauty’ with mindful gestures, breathing techniques and meditation, the movement is all about self-care and easing the effects of a busy lifestyle.

“The emergence of the Mindful Beauty trend is a response to the need to achieve solace and self-care in beauty rituals that calm the mind, cleanse the skin and offer a little ‘me-time’ during the morning, evening and weekend beauty ritual,” June Jensen continued.

“This demand is obvious and represents a new opportunity for both retailers and beauty brands. Naturally, brands can embrace this trend by infusing their new products with heritage, healing ingredients. While bricks and mortar retail stores have the opportunity to create immersive brand experiences which engage all of the senses.”

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