How The Hunt For Single Ingredients Is Driving a New Wave of Skincare

Driving this trend is the rise of curious, “skintelligent” millennials

rank high in online-search popularity. In other words, whereas traditional skincare—with ingredient-packed products purporting a host of bene­fits—has been equivalent to keeping multiple tabs open in your browser, the next wave of complexion fixers is all about living that streamlined single-tab life.

Driving this trend, says Yee, is the rise of curious, “skintelligent” millennials. “They are hyper-knowledgeable and more informed than ever before about skincare, and the wealth of information online means they can research ingredients and formulations before they buy.

In addition to vitamin C, retinol and hyaluronic acid, Canadians have been increasingly searching for ingredients like charcoal, aloe, avocado, coconut oil and collagen, says Shauna Gutoskie, partner lead, beauty, at Google Canada, adding that it has seen skincare ingredient searches grow by 22 per cent year over year. The top trending questions related to those ingredi­ents are generally about quality. For instance, searches for “best vitamin C serum” have increased by 200 per cent.

. “We are living in an era when people are more and more interested in what really works, and it generates lots of conversation on the internet about these active ingredients.”

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