Shankara ’ s Rich Repair Moisturizing Mask helps hydrate dry and wrinkled skin .

“ Women between 20 to 40 years old are a growing demographic . These women now realize that they need to start earlier in taking care of their skin than their mothers did !”

— GINA PREZIOSA , Shankara

Social Media as Trend Driver Social media is one of the reasons why a number of millennials have grown to become more beauty conscious . “ Social media is a big influencer on all current beauty trends , from pastel-colored hair to the latest contouring craze . These have been techniques makeup artists have used on sets for years , but with social media and different apps as well as online tutorials , these are now looks consumers want . Celebrity endorsements have also now reached a broader audience with social media ,” Soto-Carlisle says .

According to Wing , the global mass sharing of ideas , new products and techniques through social media and the Internet has driven the latest beauty trends to a whole new level . “ Celebrities and fashion designers are no longer the only source of inspiration . Bloggers and ‘ everyday people ’ are promoting ‘ street style ’ fashions on a daily basis ,” she says .

Close says social media has played a major role in the mainstream growth of wellness as a way of life . “ Thanks to online influencers who have documented the many ways in which wellness can be accessible and embraced , from healthy eating to positive body image , consumers are increasingly savvy about their wellness experiences .”

She adds that the readily accessible information has also made consumers well-educated on identifying truthful marketing claims . “ As wellness becomes more mainstream , savvy consumers have become skeptical of ‘ hope in a jar ’ marketing claims and frivolous treatments . They are looking for ways to feel better every day and address chronic conditions , from back pain to eczema and rosacea .”

Clean cosmeceuticals

“ Guests are looking for clean cosmeceuticals : active ingredients that stimulate visible results and are known to be safe and non-irritating for the skin . We select clean cosmeceuticals including peptides , plant stem cells , Glycolic Acid and antioxidants ,” Close says .

Organic and natural

“ Guests want natural , organic and Biodynamic ingredients . Lemongrass is a fresh , healing ingredient that has started to make a big appearance in natural skin care ,” says Boldijarre .

Soto-Carlisle has seen guests refer to apps that rate brands in order of toxicity , or lists of ingredients they have been told to avoid such as talc , petroleum and parabens . “ They are also looking for skincare-infused items that will give them a beautiful finish but also benefit their skin in the long run , such as hyaluronic acid and vitamin C ,” she says .

Pure essential ingredients

“ Guests want the purest forms of essential ingredients , for example fruit enzymes , key vitamins , and active ingredients that provide the most effective results in the shortest amount of time ,” says Wing .

30 PULSE ■ August 2016