Sensitive skin claims are on the rise, with 60-70% of women claiming issues with irritated, dehydrated skin, and 50–60% of male consumers reporting bouts of dry, itchy, and otherwise irritated skin.
How will this recent spike in sensitive skin claims affect the future of skincare formulations and consumer purchasing habits? Experts predict an even bigger desire for more transparent labels and “cleaner” beauty, as well as increased interest in moisturizing products.
Sensitive skin, defined
Dermatologists define sensitive skin as skin that is easily irritated.
A multitude of factors contribute to sensitive skin, including harsh weather conditions, irritating household or personal care products, lack of sleep, and even air pollution. Sensitive skin most often shows up as dry skin, or skin that cracks, flakes, peels, or feels and looks rough or red. In some cases sensitive skin may signal a bigger problem, like eczema, rosacea, or contact dermatitis.
Experts break sensitive skin down into 4 key categories:
- Naturally sensitive skin – a genetic predisposition for issues like eczema or psoriasis
- Environmentally sensitive skin – everyday environmental factors like dry, cold, or windy weather, sun exposure, or air pollution trigger skin itchiness, dryness, and redness
- Reactive skin – red and inflamed skin, typically caused by an irritating product
- Thin skin – aging skin that loses elasticity and firmness
Many consumers with sensitive skin find certain ingredients irritate their condition, and often discover the irritant with a skin patch test.
The future is “free from”
Moving forward, more transparent, highly detailed product labels will be of top priority for sensitive skinned shoppers, as well as products “free from” any suspected irritants like alcohol or dyes.
Experts link this boosted desire for transparency to both rising sensitive skin claims and the clean beauty movement, as many consumers believe natural or “clean” ingredients are non-irritating.
“Consumers are increasingly demanding greater insight into what their products are made of — especially as the link between specific cosmetic ingredients and health issues becomes more apparent….one of the biggest ways ingredient transparency has manifested is through the clean beauty movement,” explains CBINsights.
For many consumers, non-irritating is synonymous with natural and clean labels and ingredient lists. For formulators, this consumer desire for “clean” and “free from” means the future success of sensitive skin formulations will continue to be hitched to these pervasive trends.
More moisture
Additionally, the rise in sensitive skin claims is also projected to boost the growth of the moisturizing products market, with the global moisturizing cream market predicted to grow at a rate of 3.9% and spike to an estimated worth of $16.8 billion USD by the end of 2024.
For consumers struggling with sensitive skin, moisturizing products that nurture and nourish are of top importance, as these formulations can help alleviate itchy, dry skin and help maintain a stronger, healthier skin barrier over time.
Several moisturizing ingredients predicted to score big with sensitive skinned shoppers over the next 5 years include:
- Glycerin – a favorite emollient that softens and smooths the skin
- Hyaluronic acid – a time-tested multifunctional ingredient that seals in moisture
- Shea butter – a natural anti-inflammatory, shea butter softens the skin and heals damage quickly
- Ceramides – liquid molecules that plump and firm up the skin, perfect for anti-aging formulations
- Colloidal oatmeal – a hero ingredient for soothing itchy, dry skin
- Aloe vera – a natural ingredient to treat cuts, wounds, burns, and red, itchy skin
Sensitive shoppers lead the way
With over half of the population dealing with sensitive skin, the road ahead for skincare products is clear: sensitive skin friendly formulations of all stripes will reign supreme for consumers.
