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Male Beauty Market

Trend description:

Society has shifted, with Gen Z starting to embrace gender neutrality and change their definitions of feminity and masculinity. By 2024, the global male grooming market is estimated to be worth about 81.2 billion U.S. dollars, according to Statista. According to grand-wire research, the global men's personal care market was valued at USD 30.8 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 9.1% from 2022 to 2030.



Picture: Heartly Lab

Picture: Flow

Meditative Beauty Rituals

As the daily practice of meditation is becoming normal amongst Gen Z's, brands are taking advantage of that opportunity to incorporate meditation into their products & offerings.


According to a report conducted by Sciences Direct, rituals have proven to reduce anxiety. Adopting a routine helps costumer regain a sense of control & empowerment in an uncertain environment.


Customers will seek beauty rituals to reduce stress & anxiety and take a step back to enjoy self-care. In a stress-full post Covid time, we will see how meditation & beauty rituals will come together to create synergies for brands & customers..


Picture: About Her

Picture: Glass House Journal

Inside-out mood-boosting serums


Market Trends / Gen Z Consumer Insights  / Ideation / Brand Identity  

“Inside-out mood boosting superfood serums”


The innovative idea is to create a superfood beauty line of edible serums. The edible serum is intended to work as a hybrid product with the power of a superfood being the main ingredient. The edible serums can be taken as a supplement, as drops under the tongue, or added to coffee, smoothie bowls and juices. Furthermore, the serums can also be applied directly to the skin, or consumers can use a few drops in their existing cream to benefit from the superfood ingredients and tap into the DIY beauty approach. The serums are based on four different superfoods: matcha, spirulina, turmeric, and acai. As for the superfood market, we currently see many skincare products with the following ingredients: avocado, blueberry, kale, and broccoli. There is limited research on the superfoods we use in our smoothie bowls and juices, such as acai, matcha, spirulina, and turmeric, and the benefits it has on the skin and mental health. However, these superfoods have been suggested to have significant benefits when applied to the skin and have the potential to have mood-boosting and stress-relieving effects when taken as a supplement. This is a new field in the wellness industry; therefore, there is limited research on this, and it needs further investigation.


We developed an inspirational concept for a superfood skincare brand based on how to tap into the mood-boosting trend and the "inner beauty trend" by creating a skincare and wellness hybrid product based entirely on superfood ingredients, with colorful packaging and a memorable visual identity, to target Gen Z. 


The fruity K-beauty skincare brand Glow Recipe has become the go-to luxury skincare brand amongst Gen Z due to its unique product innovation, strong social media presence, and colorful branding. “We’re fruit-forward, yet clinically effective, and that can all be shown via the world of TikTok,” says the founder Sarah Leeto to Forbes. These edible superfood serums could be branded similarly, using these colorful ingredients to create outstanding social media content.


Visual Identity by ZO Communication:


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