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Brief Published: 12 Aug 2020

New Beauty Launches Cater to Sensitive-Skin Concerns


As we highlight in The Cult of Calming Beauty, the number of global consumers who claim to have sensitive skin is on the rise. In the US, about 60-70% of women and 50-60% of men report having some degree of sensitive skin (Frontiers in Medicine, 2019). New product launches from US brands Bodewell, Versed and Topicals are catering to demand for calming qualities. 

Over half (54%) of US women over the age of 25 have some facial acne (The International Dermal Institute, 2019). Natural skincare brand Versed’s latest product launch is a trio of acne solutions aimed at the growing issue of adult acne. The Back-Up Plan Acne Control Body Mist is designed to treat and prevent body acne, the Game Over Acne Drying Treatment dries out facial pimples and blackheads, and the Keep the Peace Acne-Calming Cream Cleanser soothes breakouts without stripping the skin.

After experiencing an uncontrollable bout of eczema, Bodewell founder Jamie Duff turned to the beauty market for topical alleviation. After identifying underperforming drugstore products and prescription drugs attached to costly dermatologist appointments, he launched the brand as an accessible bridge gap between the two.

Backed by P&G’s venture arm P&G Ventures, Bodewell markets plant-based ingredient technology to address redness, itchiness, dryness and scaliness suffered by the growing number of consumers with eczema, psoriasis and sensitive skin. Products span the personal care categories, including skincare (with Super Cream, Light Serum and Anti-Itch Cream), bodycare (Body Wash), and haircare (Shampoo). In clinical skincare trials against basic moisturiser and prescription products, Bodewell yielded better results, with 70% of participants detecting a substantial improvement in symptoms of eczema after 12 weeks of use. For the 70% of European consumers with eczema seeking new and improved skin solutions (Mintel, 2019), this launch is a shining beacon of hope.

Topicals, a teen-focused skincare range also launched in August 2020 addressing chronic skin conditions like eczema, hyperpigmentation and psoriasis by making treatment fun, not frightening.

These indie brand launches are a testament to the industry’s need to destigmatise sensitive-skin issues such as acne and eczema with affordable, hardworking product and Instagrammable (not clinical) packaging.