Asia and Australasia offers most potential for microbiome-friendly beauty trend

Consumers who actively look for products with the “microbiome-friendly” claim when shopping for beauty/grooming products. Source: GlobalData’s 2019 Q3 global consumer survey.

In the beauty and grooming industry, the skin and scalp microbiome refers to the micro-organisms that reside in these areas. Microbiome-friendly products are those which can clean away ‘bad’ bacteria while promoting ‘good’ bacteria, hence preserving the naturally occurring bacteria on the skin/scalp.

Consumer interest in ‘microbiome-friendly’ product claims is still emerging, though a quarter (25%) of consumers globally have stated that they actively look for beauty/grooming products featuring this claim.

Regionally, interest in this claim is highest in Asia and Australasia, which is reflective of the already sophisticated beauty consumers that reside in this location, particularly within South Korea, Japan, and China. This region offers a strong customer base for brands to launch natural and gentle formulations that are ‘microbiome-friendly’ while also providing a USP in the ‘natural’ personal care space.

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