The sale of prestige lavender-based beauty products has increased five-fold so far in 2019.
The NPD Group reports an increase of 552% in value sales in the period January-April 2019 and products based on aromatherapeutic ingredients have experienced a similar increase in sales when compared to the same period in 2018.
The sale of rose-based beauty products increased 6% and lemongrass infused products by 5%. Frankincense, said to relieve stress and anxiety, increased sales by over 200%.
The growth in sales of these aromatherapy-based beauty products demonstrates a return to the comforting, nurturing ingredients central to the Mindful Beauty ritual, which has becoming increasingly popular on social media and amongst wellness bloggers. The hashtag #mindfulbeauty has been used more than 26,000 times on Instagram as people share their rituals combining ‘slow beauty’ with mindful gestures, breathing techniques and meditation.
June Jensen, Director, NPD UK Beauty, says: “This year has been challenging year for many people and in uncertain times, customers return to natural, heritage ingredients and products that offer a comforting effect on skin, body and soul. The emergence of the Mindful Beauty trend is a response to the need to achieve solace and self-care in beauty rituals that calm the mind, cleanse the skin and offer a little ‘me-time".
"This demand represents a new opportunity for both retailers and beauty brands, who can embrace this trend by infusing their new products with heritage, healing ingredients. While bricks and mortar retail stores have the opportunity to create immersive brand experiences which engage all of the senses.”
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