US natural beauty start-up Amareta has developed a skincare line based on women’s hormones and menstrual cycles. This follows in the footsteps of a number of shrewd new brands establishing more nuanced beauty regimes that go beyond the typical ‘dry, oily, combination’ skin model.
Launched in August, the products cater to the three different phases of a woman’s menstrual cycle. Many women commonly experience breakouts during the luteal phase before their period begins. During their menstrual phase, the skin is typically dull and sensitive. Women then finally enter the follicular phase, when their skin is at its best, before the cycle starts again.
Based on research suggesting the texture and oil content of women’s skin changes during their cycle, and by understanding when the skin will be most dry or acne-prone, the products can be more effective at preventing hyperpigmentation and inflammation. There’s also a range of products specifically for pregnant women (see Bringing Up Baby for more on mother and baby beauty products).
The idea of cycles also inspired US skincare brand Circadia, which bases its offering on the circadian rhythms that govern our sleep and cellular renewal. Other exciting new beauty models include a line based on four different climates from US brand Pour Moi (see Indie Beauty Expo NY 2017 for more), and another based on wind exposure from French cosmetics brand OzeaDerma.
While menstruation is still considered a taboo in many cultures – feminine hygiene brands have only just started using red dye to symbolise blood in their advertising – Amareta’s offering taps into the Wellness movement and feminist values. For more on this, see Empowering Beauty.