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