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European Skincare and Makeup trends

Ingredients inspired by traditional medicines

Ingredients Inspired By Traditional Medicines

The beauty industry’s focus on natural ingredients and ancestral practices has led to the incorporation of remedies inspired by traditional medicines into beauty products.
These remedies, which have been used for centuries, are known for their effectiveness in preventing and treating a range of health conditions. They have now gained popularity in the beauty industry due to their effectiveness in promoting skin health and overall well-

Ingredients with skincare benefits

Many key and star ingredients of today’s hit products were first used to cure common ailments. For instance, honey has been used for thousands of years in traditional medicines for its antibacterial and anti-inflammatory properties. It is now a popular ingredient in skincare products because of its ability to moisturize and soothe the skin.
Manuka honey, in particular, is known for its potent antibacterial properties and is often used in acne treatments.
Turmeric is another ingredient that has been used in Ayurvedic medicine for centuries for its anti-inflammatory and antioxidant properties. In the beauty industry, turmeric is valued for its ability to brighten the skin, reduce inflammation, and even out skin tone. It is often found in face masks, serums, and moisturizers.
Another, more recent, one is Cannabis known for its pain-relieving and anti-inflammatory properties, which have been used in traditional medicines. CBD, a non-psychoactive compound found in cannabis, has gained popularity in skincare products for its ability to reduce inflammation. Brands, like Lord Jones or Saint Jane Beauty, offer skincare products that incorporate CBD and other natural ingredients like rosehip oil and aloe vera to promote skin health.

Ingredients for inner well-being

Going beyond skincare, ingredients inspired by traditional medicines are also used for their impact on our inner state. Nootropics and adaptogens, which we have been hearing a lot about, are natural compounds found in plants, herbs, and minerals used in Ayurveda and other traditional medicines to promote cognitive function, memory, focus, and overall well-being.
Nootropics, often referred to as “smart drugs,” are natural substances that have gained significant attention in the beauty industry for their ability to enhance the skin’s appearance but the mood. By incorporating ingredients like yerba mate and guayusa into skincare products, brands, such as Youth To The People, are able to offer consumers a unique opportunity to not only improve the appearance of their skin but also their mental clarity, focus and energy. These natural sources of caffeine work to awaken the mind and promote a sense of alertness, which can have positive impacts on productivity and overall mental well-being.
Adaptogens, on the other hand, are natural substances that help the body cope with stress and promote overall balance. These compounds, such as ashwagandha and holy basil, have been used in traditional medicines for centuries to promote a sense of calm and well-being. Incorporating adaptogens into beauty products is a great way to help people manage stress and improve their overall health. One brand using adaptogens is Herbivore Botanicals. They offer a range of skincare products that include adaptogens such as ashwagandha and reishi, as well as other natural ingredients like green tea and turmeric. Their products are designed to help combat the effects of stress on the skin, while promoting a healthier and more youthful complexion.
The rise of natural beauty ingredients inspired by traditional medicines is a reflection of the growing interest in holistic approaches to beauty and wellness.
Consumers are increasingly interested in products that offer both physical and emotional benefits, and the use of natural remedies, including nootropics and adaptogens, is a smart way to meet this demand.

Founder of We Out Wow, a beauty trend and strategic innovation agency. Discover her weekly newsletter Beyond Beauty, where she talks about beauty, lifestyle and wellness trends with a foresight approach.



WeOutWow is a trend and strategic innovation consulting agency. We guide you to accelerate your growth, be creative and develop concepts to out-wow your customers. Based in Paris and Tokyo, we scout new signals, concepts and trends daily in beauty, luxury and all creative industries. We use this knowledge to provide you with inspiration and actionable insights. From trend books to bespoke intelligence reports, market visits and concept innovation, our services harness trends for you to stay market relevant, create new business opportunities and optimize your strategies.