Health benefits of superfoods are well known and their success among consumers is now extending to skin care. Indeed, beauty products enriched with these “miracle” grains and fruits are becoming more and more popular with consumers. This development has been highlighted by the latest Stylight, which also noted a growing enthusiasm for high-tech beauty products, CBD infused skincare, clean beauty and anti-pollution products.] report on beauty trends for 2020.

For example, there was a dramatic increase of 1,650% in clicks for Beekman 1802’s Pure Goat Milk Soap at the end of last month and a surge in interest in Peter Thomas Roth’s Pumpkin Enzyme Face Mask, which has been saved no less than 36,000 times in Sephora wishlists.

High-tech and clean beauty also in vogue

So-called “clean beauty” products, which feature organic, natural or - at least - non controversial ingredients, are also increasingly sought-after by consumers. In particular, Stylight highlights an upsurge of interest in brands that are tagged as "clean," most notably Briogeo, whose natural hair products recorded an increase of 800% in clicks over the last five months, and The Ordinary brand which registered an increase of 260% in clicks at the end of February.

For some years now, high-tech has exerted a growing influence in the world of beauty, much to the delight of beauty addicts who now benefit from more effective home-care treatments. Facial cleansing brushes are particularly popular, notably those made by the Foreo brand, which saw a 465% increase in clicks at the beginning of 2020.

Last but not least, in an extension of the trend for natural, vegan and protective treatments, there has been an increase in searches, clicks and purchases of cannabis-infused and anti-pollution products.

To compile its report, Stylight analyzed data from October 2019 to February 2020, on the behavior of its users who together purchase more than 100,000 beauty products per month, via Stylight online platforms in Germany, the United States and the United Kingdom. Stylight searches 1,300 online shops at once and compare prices of more than 27 million products.