3 ways wellness and beauty are merging as consumers seek science-backed products that will make them not only look good but feel good

When I was young and foolish, with a less-than-perfect complexion, a well-known beauty brand’s white-coated sales assistant bullied me into making an expensive skin serum purchase. She promised the product would sort out my skin. It did not, and it left me twice as miserable: my skin was still awful and I was out of pocket. In recent years, consumers have become more savvy – and the beauty brands know that. The Global Wellness Trends Report from the Global Wellness Summit confirmed what we have known since the Covid-19 pandemic: science is king. Buyers are looking for data-backed, proven products – no more false claims about benefits and misleading information about products’ environmental soundness. More than just great skin, consumers want facts, stats, truth and transparency about the personal care and beauty products they use. Florence Fatialofa, owner of skincare clinic The Skin Space in Hong Kong, has seen a shift. “There is more information available now that the general public can access, so naturally people are becoming better informed and gathering greater understanding of how products work,” she says. Why sunscreen is still the best protection against skin cancer Many good brands now are “created with science at the core” and treatments are being developed that incorporate stem cells, growth factors and exosomes – derived from bone marrow, placental, adipose (fat) and umbilical cord tissue – which help to boost collagen production, reduce inflammation and protect the skin from environmental stressors, she adds. Fatialofa expects new developments in beauty products to continue. They will be less about quick fixes, she says, and more about “skin longevity”, with more investment in the science which will take anti-ageing skincare to a point that not only makes skin appear more youthful, but biologically younger. Beauty is being newly defined by wellness as consumers seek to look good – and feel good. According to a McKinsey special beauty report: “The melding of wellness and beauty is only expected to become more pronounced.” Three top wellness beauty trends for 2024 1. Powdered sunscreen If you do not know that a good sunscreen preserves a good complexion and protects against early signs of ageing, you have been living under a rock. If you are a religious sunscreen wearer, though, you may at times have been frustrated with how it makes the skin look and feel, especially if you are wearing make-up. Skin 101: ageing, acne, sweating, cancer – and best ways to protect it The sunscreen can cause foundation, concealer and cheek colour to slide, and you cannot easily reapply a cream sunblock over a full face of make-up. New powdered sunscreens are lightweight and make your skin look less shiny than lotion or creams, especially at the sweaty height of summer. They are especially good for spot-prone skin and are non-comedogenic – they will not clog pores. Because they are not liquid, they are air-travel friendly and weigh less than their bottled counterparts. You may be more inclined to keep reapplying powdered sunscreen over make-up, ensuring your complexion is not exposed to too much sun. Dr Linda Lee, a facial reconstructive surgeon at Harvard Medical School, told US media that powdered sunscreen was the new favourite product in her skincare regimen, which would be a “game-changer” in 2024. 2. AI and beauty personalisation AI increasingly has a place in the beauty world – and one of its biggest impacts is in personalised beauty. Some companies harness the power of AI algorithms to analyse data, which in turn helps them deliver customers a bespoke service. AI allows customers to identify more precisely the right skincare routines for them. Neutrogena’s Skin360 app uses image recognition and machine learning to analyse features and identify skin complaints such as acne, rosacea, eczema and dryness to recommend the right products to help alleviate the issue. 3. Psychodermatology Psychodermatology acknowledges and addresses the links between our physiological and psychological health and how they manifest in the condition of our skin. Global consumer expert Mintel includes this in its top beauty industry transforming trends for 2024. Mind-body wellness is being talked about more as we understand better how stress and the subsequent production of cortisol set up a vicious cycle of inflammation in our bodies which can lead to all sorts of illnesses, including cancer and dementia. But stress shows on our faces, too. ‘Skin brings out the confidence’: Nomel’s founder on its vegan products Think of psychodermatology as promoting “emotional beauty” – or neuroglow – where mental health and skin health are at the centre of product design. When you are mentally well, your whole body and skin benefit. Feeling good is the new looking good; beauty is more than skin deep in 2024. Like what you read? Follow SCMP Lifestyle on Facebook, Twitter and Instagram. You can also sign up for our eNewsletter here.