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BW Businessworld

New Paradigm In Luxury Skincare

As beauty salons are limited or closed due to the pandemic, daily beauty routines are becoming less about achieving a desired aesthetic and more about maintaining the skin’s health by investing in quality skincare

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The global beauty industry is an inventive and fast-paced environment where product innovation is the key to success. It is driven by consumer passions for discovering aesthetically pleasing skincare products on the one hand and cutting edge development offered by the world’s top beauty brands and labs, on the other. Beauty trends that look great on our social media feeds are a novel opportunity for brands to introduce their innovations and capture the attention of various audience groups across the digital landscape. The beauty universe, thus, is an endlessly competitive space with never a dull moment for brands and consumers alike. Given short life cycles and high churn, very few brands take on the challenge of creating deeply refined products or spend time on ensuring their results are ahead of the curve. 

Essentially, cosmetics are in a supply- driven market underpinned by innovation. Brands that sell through online trends offer the latest in cosmetic packaging, beauty campaigns, and sustainable products to challenge the upper hand of in-store retailers. This ability to capture customers online has become supremely relevant during the current pandemic. With consumer buying habits having shifted in favour of online shopping in many key consumer markets in the world, we may see that some of these losses in marketshare to in-store retailers may not fully reversed even when the pandemic is long over. Digital beauty trends and consumption practices seem like they are truly here to stay! 

The beauty industry, over the last decade, has seen amazing technical developments through new, bioengineered raw materials, natural preservation systems, stem cells, and differentiating claims like sustainability, clean beauty, and environmental responsibility. The best new products, like Swiss-engineered Glutaweis luxury skincare, are driven by science, expertly formulated with pioneering ingredients that are designed to work deep in the skin to promote collagen and growth factors, rather than just superficial enhancement. In a market full of choices for consumers, exceptional products are now designed with multiple functionalities and aim to raise effectiveness standards as consumers are becoming increasingly conscious, better informed, and more concerned about the safety and efficacy of products or ingredients they are buying. 

Recently, self-care has become extremely prominent, and rightly so. Pollution and fast-paced living haves sparked somewhat of a stress crisis for  people and the skin is the first thing to suffer, as a consequence. Skincare has always been a hot topic but it has never been more of a talking point than in the past few months. As beauty salons are limited due to the pandemic, daily beauty routines are becoming less about achieving a desired aesthetic and more about maintaining the skin’s health by investing in quality skincare that can be used in the comfort of the consumer’s home. 

While the demand for at-home treatments with skincare products has risen sharply, the positive concerns around consumption have also finally achieved acceptance by consumers of the broadest base, especially during these troubled times. Our skincare addresses these concerns as a premium beauty brand with a conscience, advocating advanced actives and cruelty free ingredients. As the first to harness the power of master antioxidant Glutathione in the luxury skin routine category consisting of a cream, serum and cleanser in the introductory Radiance Range, our efforts push against the synthetic, chemical approach to skin and healthcare that had been adopted by much of the industry. Consumers should expect this sector to deliver serious results without the use of unsafe and harmful ingredients containing skin bleaching agents or harmful acids. This is in keeping with the revived interest in ‘doing- it- yourself ’ (DIY) facial skincare routines, with cleansers and moisturizers proving to be especially popular. 

Sentient brands in the industry always aim for accessibility to beautyforward men and women across the globe. As an industry, the outlook is to keep serving the purpose of beauty with self-care, with the foundation of challenging established benchmarks and pushing consumers to make better choices. We hope the beauty sector continues to be innovative and encourages consumers towards the best versions of ourselves.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.


Khayl Reis

Co-Founder and CEO, Glutaweis Cosmetics

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