Back in 2022, Venas forecasted that the microbiome trend wouldn’t stop at sensitive skin care. Long before microbiome became the latest buzzword, we saw its potential to evolve into a foundational element in skincare formulations, moving past barrier repair, with growing interest in its role for anti-aging and brightening. The conversation would soon extend to haircare (because scalp is skin too) and even body care.
In our 2023 Report, Venas Consulting flagged a rising urgency among consumers to protect and restore their skin health, starting with the skin barrier. With sensitivity complaints on the rise and probiotic searches surging, it was clear that microbiome science was set to redefine beauty.
Our Trend Insights: Microbiome in Body Care
What began as a niche concern for acne and reactive skin, has now evolved into a broader narrative around resilience, prevention, and everyday skin balance. Especially in body care, microbiome-oriented solutions are being embraced to address allergic reactions, irritation, and environmental damage.
Microbiomes have been considered one of the promising ways to alleviate allergic reactions and acne irritation, especially on the body’s skin. For brands, this opens the door to position microbiome as a solution to some of the most persistent consumer pain points: sensitivity, breakouts, and loss of barrier integrity.
(From left to right: La Roche-Posay Lipikar Balm, Aveeno Eczema Therapy, Tom’s Natural Prebiotic Moisturizing Bar Soap, Mindbodygreen Post-Biotic Body Lotion)
How Brands Are Making Microbiome Understandable
Forward-thinking brands are increasingly leveraging diagnostic tools, ranging from simple pH and hydration tests to advanced microbiome mapping, within offline activations, clinics, or events.
Skin analysis devices and diagnostics are increasingly essential for brands. It helps educate consumers on the role of the microbiome in daily life, outlining their importance and why it is crucial for them to protect it. At the same time, clinical demonstrations can help brands build trust while capturing real-time data that informs personalized, hyper-targeted strategies. Such experiences also open opportunities to craft engaging, science-backed visual content, making complex concepts easier to understand and more relatable for consumers.
From Insight to Innovation
The big players are already moving fast. Global brands like La Roche-Posay have made long-term investments in this space, using at-home diagnostic tools to connect real lifestyle data to skin outcomes. Meanwhile, Vaseline ProDerma has begun building microbiome messaging into their product education, reinforcing their authority on sensitive skin care.
Microbiome-based skincare is entering a new chapter, shifting from a specialized solution for acne, to a broader approach that promotes overall skin’s health resilience and balance.
Microbiome is only one piece of the puzzle. Let’s find out what’s next for yours.
Trends move fast. But with the right foresight, your brand can move smarter. At Venas, we go beyond trend-spotting. Our Trend Report service can help you forecast, decode, and translate movements into tailored brand roadmap strategy. Our proprietary research has helped dozens of beauty brands identify the next big wave before it breaks.
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