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Brief Published: 29 May 2018

Personalised Beauty Targets Menstruation

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Knours

US naturals start-up Knours is capitalising on the wellness category’s personalised beauty trend by addressing hormonal changes in the skin linked to the menstrual cycle.  

The company has developed an artificial intelligence-powered app that is designed to analyse changes in the user’s skin condition and mood. It determines an appropriate skincare routine for consumers via a questionnaire, using data such as skin type and the date of their last period to generate a selection of suitable products.

An extension of this personalisation strategy might be an analysis tool that visually assesses and tracks the skin’s health. We believe this is a bankable opportunity for brands, as the global beauty devices market is expected to reach $94.3bn by 2023 (P&S Market Research, 2017). 

The eight-piece, Korean-beauty-inspired offering provides skincare and bodycare products to use at different points in the menstrual cycle. For instance, the multitasking Double Duty Mist is ideal for pre- and post-menstruation. The moisturising jojoba oil rises to the top, while the aloe vera water sinks to the bottom. Users simply shake the bottle to mix the ingredients for use on dry, dull skin. When the mixture is left separated, the hero ingredients target oily, acne-prone skin.

Skincare based on menstrual cycles is becoming a fast-developing category as innovative start-ups cater to this model. US brand Amareta launched a three-step skincare range based on women’s menstrual cycles and hormonal changes in August 2017.

For more on cyclical and personalised beauty, see Circadian Rhythms Drive Beauty Innovation and Future Beauty: Perfecting Bespoke.

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