Mindful Beauty sees rise in lavender product sales

UK sales of prestige Lavender-based beauty products have experienced a huge increase in sales, demonstrating a return to ingredients central to the Mindful Beauty ritual.

According to research conducted by The NPD Group, Lavender products experienced a 552% increase in value sales during the period January 2019 to end of April 2019.

Products based on aromatherapeutic ingredients have reported a similar increase in sales in the skincare sector in the period January 2019 to end of April 2019 when compared to the same period in 2018. 

Products formulated with Frankincense, said to relieve stress and anxiety, increased sales by over 200%, whilst the sale of Rose-based beauty products increased 6% and Lemongrass infused products 

The Mindful Beauty ritual, which combines ‘slow beauty' with mindful gestures, meditation and breathing techniques, is popular on social media and amongst wellness bloggers, with the hashtag #mindfulbeauty used over 26,000 times on Instagram. Mindful Beauty products include cleansers, masks, moisturisers, mists, bath and body oils, body and hand creams. 

Commenting on the findings, June Jensen, Director, NPD UK Beauty, says: 

“2019 has been a challenging year for many people and in uncertain times, customers return to natural, heritage ingredients and products that offer a comforting, nurturing 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' during the morning, evening and weekend beauty ritual. This demand is obvious and represents a new opportunity for both retailers and beauty brands. Naturally, brands 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.”