Fast, purpose-driven beauty for Skintentional consumers
Meet the Skintentionals: consumers who are particularly well-informed and aware of their skincare choices, with their main focus being product efficacy, transparency and personalisation.
These consumers are the focus of the third article about the major trends in the personal care industry to expect in 2025. This new beauty concept revolves around the Skintentionals’ particular approach to beauty: they recognise that skin is fluid and deeply connected to overall well-being.
They are seeking personal care products that respond to the immediate needs of their skin and its daily fluctuations in a holistic fashion. Considering wider wellness goals and motivated by conscious spending, these consumers are looking for affordable, yet effective solutions that go beyond surface-level fixes and purely appearance-based outcomes to deliver emotional benefits through sensorial and mindful formulations.
This article will give you a better understanding of Skintentional consumers. Covering the two major convictions that shape their purpose-driven yet holistic approach to beauty, we will tell you all about what they expect from the beauty industry and invite you to discover some of the best Croda Beauty botanical extracts for cosmetics that meet their expectations.
Skin is fluid and needs adaptive care
Skintentional consumers understand that skin is not merely a protective barrier, but a responsive and complex organ affected by internal and external factors like stress, emotional triggers, hormonal shifts and environmental changes. In today’s fast-paced world, these fluctuations often lead to unexpected concerns like redness, oiliness, and dryness that can change in real time.
They now prioritise adaptability in personal care, with purpose-driven solutions that can flex and respond to the skin’s needs in real time: beauty first-aid kits, so to speak. They demand immediate results: hydration, balance, and protection of the skin in response to its ever-changing state. Their inquisitive nature and need to make intentional choices will demand tangible evidence of the activity of the ingredients that make up the formulas.
The consumers we are talking about see well-being as a priority over simple cosmetic improvements. This reflects a back-to-basics approach to skincare that values naturalness and simplicity. Purpose-driven beauty must be combined with sustainability and ethical considerations; and where eco-friendly ingredients take their place in minimalist, clear-cut formulations, for a truly holistic approach to beauty.
The key ingredients here presented are designed to target and respond to real-time skin needs, providing quick and effective care, while also aligning with a long-term wellness-focused skincare routine throughout the day, whatever stressor you may be facing.
Immediate impact on beauty through intense hydration
Dry air and climate changes as well as mental stress, can often trigger dehydration. When the body experiences stress, it releases cortisol, a hormone that can disrupt the skin’s natural barrier function. This weakened barrier allows more moisture to escape, leading to trans epidermal water loss (TEWL), which leads to redness or dullness over time. To prevent this, you need an ingredient that forms a protective film on the skin’s surface, locking in moisture, and this is exactly what Aquaderm™ SP does. It provides an intense and long-lasting hydration that helps maintain a balanced moisture level throughout the day, preventing issues like dryness and irritation.
Fast-acting boost of radiance and balance
Skintentional consumers will also seek products that can rejuvenate and refresh the skin on demand and may find in Phytessence™ Pink Pomelo EC a trustful ally to give a boost to skin radiance and well-being even when environmental factors or stress take a toll. This botanical ingredient excels in adaptive skincare by promoting cell renewal, making it ideal for addressing real-time skin concerns like dullness and lack of radiance. Its ability to boost cellular turnover helps the skin repair and regenerate more quickly, ensuring a fresh, revitalized appearance. In addition, and as with all ingredients in the Phytessence range, the Eco-Sound™ technology used in its extraction underlines our commitment to sustainability, appealing to eco-conscious consumers.
Improving skin resilience against environmental factors
Protection against environmental pollution is essential for Skintentional consumers because pollutants accelerate skin ageing, cause dullness, and trigger irritation. These consumers prioritise products that defend against such aggressors, ensuring their skin stays resilient in the face of pollutants like smog, dust, and UV rays. Phytessence Peach Flower helps to prevent damage from such daily stressors, by neutralising free radicals and strengthening the skin's defences. Its proven ability to slow the production of cellular waste and to prevent cellular asphyxiation offers both immediate relief from environmental stressors and a proactive solution to maintain radiant skin.
Natural ways to prevent redness quickly
An effective way avoid redness is to break the mechanism of chronic inflammation and restore skin balance. That is precisely what Cytokalmine™ EC does, thanks to the high levels of punicalagin, a powerful polyphenol contained in this pomegranate extract, mostly responsible for the antioxidant, soothing and regenerating properties of this ingredient. It works by significantly inhibiting the production of interleukin-8 (IL8), a major mediator of the inflammatory response, and by reducing the production of Reactive Oxygen Species (ROS) to protect the skin from oxidative stress. This contributes to rapid soothing effects on redness and sensitivity, offering immediate relief while also supporting the skin’s barrier function to prevent future flare-ups.
The second ingredient for rapid, targeted effects on redness is a true herbal remedy for skin well-being. inspired by Chinese Traditional Medicine, PhytAura™ is a synergy of four botanical extracts offering quick relief and long-term care. Its unique ability to balance and soothe the skin while reinforcing the skin barrier makes it ideal for addressing common concerns such as redness, irritation, and sensitivity.
An instant fix for the causes of acne
Crodarom™ Cider Vinegar EC is an ideal plant-based ingredient for oily, unbalanced skin that is subject to acne. This astringent ingredient, inspired by ancestral fermented remedies, regulates the homeostasis of the skin microbiome by stimulating probiotic strains and limiting pathogenic strains. It therefore naturally regulates sebum production and offers gentle exfoliation, helping to unclog pores, reduce acne breakouts and purify the skin without stripping it, promoting a balanced complexion.
The deep connection between mood and beauty
Skintentional consumers take a proactive and complete approach to skincare, understanding the interconnectedness of skin well-being with overall well-being. They acknowledge that emotional states such as happiness, sadness or stress can significantly affect skin behaviour. While happiness results in improved circulation and a natural glow, on the other hand sadness, anger, anxiety or stress can cause inflammation, dullness, or increased oil production, leading to skin rashes or sensitivity. This typology of consumers will therefore not only focus on the need for skin care to stay responsive to their skin’s dynamic nature, but they also want it to serve a broader, meaningful purpose - promoting self-care, emotional balance, and overall well-being. They are therefore seeking products that act on the mind-skin connection through mindful formulations and sensory experiences.
Botanical ingredients can engage the senses and offer astonishing mood-boosting cosmetic experiences that will satisfy Skintentional consumers by offering more than just skin-deep benefits. Calming textures, opulent touch and evocative scents transform a skincare routine into a sensory ritual that helps reduce stress, elevate mood, and nurture both skin and mind. The connection to tradition, culture and memories adds meaning, aligning with the Skintentionals’ desire for deeper, purposeful beauty experiences and letting them engage into a virtuous cycle between feeling good and looking great.
The indulgence of scented skincare
Phytessence Osmanthus is a geniune opportunity for a unique perfumed skincare experience for Skintentional consumers, who seek products that combine elevating fragrance with effective skin care and transform daily routines into moments of self-care. Derived from the osmanthus flower, this botanical extract can be combined with Imperial Osmanthus, a perfume created by Parfex (our fine fragrance specialist at Croda) to evoke feelings of warmth and positivity, while its cultural significance as a symbol of happiness adds an emotional connection for users. Phytessence Osmanthus is rich in verbacoside, an antioxidant known for its soothing properties, which helps protect the skin from environmental stressors like heat and UV rays.
Allying efficacy and texture play for mood-enhancing, purpose-driven skin care
In the pursuit of mindful beauty, Heliami™ Banana Flower EC stands out as a must-have multifaceted ingredient, leaving skin nourished and spirits uplifted. Derived from the vibrant blooms of the banana plant, this oily extract is imbued with a rich cultural heritage: in many folklores, banana flowers are often associated with fertility, abundance, and prosperity. Beyond its symbolic significance, the unique high-oleic content of the organic sunflower oil helps reduce TEWL by a greater extent than other oils, locking in moisture and maintaining skin barrier, something which is particularly needed in dry environments or during colder seasons. But the true magic lies in the much-appreciated sensorial properties of Heliami Banana Flower EC: this oily extract offers a smooth glide on the skin and a silky finish, to provide a unique feeling of opulence.
Just as interesting, Phytofoam™ is a botanical complex that brings a delightful touch to mood-boosting beauty routines. Derived from a synergy of three cleansing plants, this natural ingredient creates and maintains a creamy, dense foam that feels luxurious against the skin but also provides gentle yet effective cleansing properties, making it suitable for sensitive and delicate areas.Phytofoam makes the basic step of cleansing a more enjoyable ritual, transforming everyday skin care into a pleasurable experience.
A step further into the role on emotions in skin’s well-being
Skintentionals just love to know the science behind the benefits of each ingredient. For the pickiest of them, just feeling their mood improve wouldn't be enough. In Zanthocare™, they'll find their ideal ingredient.
Our Sichuan berry extract for body care is certainly the ingredient best suited to the First Aid Skin Care trend. Zanthocare is one of the most versatile and interesting multifunctional botanical extracts for Skintentionals, with quick-acting and long-lasting effects:
- Its anti-lipase effect and astringent activity reduce body odour while respecting the microbiome to boost self-confidence in any situation.
- Its protective antioxidant properties boost radiance during emotional lows, promoting a balanced skin regardless of the mood.
- It brings well-being to the skin by reducing mediators of inflammation, making it an ideal calming ingredient to help regulate the skin’s response to stress.
But this is where it goes further: An EEG evaluation carried out by our experts in Croda Singapore showed that a cream containing Zanthocare (2%) statistically instantly increase the positive emotions (happiness and delight) compared to a placebo cream. This proves that Zanthocare is significantly potent at rebalancing the mind-skin connection with a proven influence on emotions and mood regulations, for better body-image and self-esteem.
Skintentionals will be thrilled to find Zanthocare and Cytokalmine EC in the Soothing body mist formulation developed by our labs. With a natural origin content of 99% (ISO 16128), this cold process, vegan suitable formulation is the perfect skin soothing solution for your whole body. It calms redness caused by stress with our best soothing ingredients and helps relax the mind through positive emotions and calming textures, reinforcing the mind-skin connection.
Key aspects of the minful,purpose-driven beauty sought after by Skintentional consumers
To conclude this third article on a beauty trend not to be missed in 2025, let's run through the key ideas.
Skintentional consumers are beauty users who take an intentional, holistic, intuitive and often value-driven approach to their skincare routines. They are very mindful about the skincare products they choose and how they align with their values, goals, and lifestyles.
These consumers prioritise the following factors when selecting skincare products:
- Purpose-driven beauty: products serve specific skin needs rather than just-appearance based outcomes. They will look for routines that adjust according to whether skin is dealing with bad mood, stress, fatigue, environmental aggressors or hormonal changes.
- Transparency and efficacy: they demand transparency in product formulations, ethical business practices, and value knowing the science behind the ingredient, through evidence-based claims regarding product efficacy.
- Clean, ethical and sustainable ingredients: they are highly concerned about the impact of their skincare choices for their skin and for the world.
- Holistic wellness: skincare is part of a broader wellness routine, linking skincare with mental well-being, self-care rituals, and overall health.
For personal care professionals, catering to this consumer means offering versatile products that address both skin and emotional well-being while staying conscious of lifestyle demands and efficacy expectations.
There's no doubt that the botanical extracts mentioned in this article have a lot to offer in response to this trend in the beauty industry. Don't hesitate to ask for samples and to contact our sales team for more information about these natural ingredients, as well as many others that we haven't had an opportunity to mention here, but which also deserve your full attention to meet the demands of Skintentionals!