Perfect skin is always in. But what are the power techniques, ingredients and approaches to achieve this? We predict the top things rocking the skin care and beauty industry in the season of 19/20.

Fungi future

Mushrooms have become the “IT” skin care ingredient. There is perhaps no other naturally-occurring substance on earth as complex and versatile as the mushroom and the benefits of fungi are way more than just hippie nonsense. Numerous ingredients such as phenolics, polyphenolics, polysaccharides and vitamins show antioxidant, anti-ageing, skin whitening, moisturising, hair growth stimulating effects. So fungi-up your beauty routine in 2019, as this ingredient is going to be one of the biggest players in the skin care industry, and also the key power in a brand new and unique product line of MADARA.

Clean everything

There is no doubt that green beauty, a sustainable approach and natural certified cosmetics are still riding a big wave and taking the skin care and cosmetics industry by storm. Right now, improving the quality of ingredients strictly means making them clean and good for you and the planet. Getting rid of the bad boys such as parabens and silicones is among the top priorities of every cosmetics brand that is truly following the clean approach. Consumers demand transparency and an ingredient list that they can read and understand without having an encyclopaedia to hand.

Care of the microbiome and immunity

You probably already heard this buzzword in 2018, and we predict that this trend will only get stronger. The focus is on promoting the natural collection of healthy bacteria and other microorganisms on the skin, to increase the skin`s immunity. Microbiota-balancing activities in the skin will be the key to targeting pollution concerns as well, by rebalancing our skin`s immune system and boosting the natural defence barrier. MADARA also strongly believes in maintaining a good microbiome and skin immune system, therefore at the end of 2018, we created the Infinity product line, which has properties restoring skin immunity.

Zero-dangerous tan and SPF

We hope that the SPF trend is nothing new to you, as this should form the basis of every skin care routine – without exceptions! The sun is known as the biggest premature ageing agent, therefore products infused or topped with sunscreen filters is a must, and this tendency will never fade. Another rising trend is a sunless self-tan. “Fake tan” products allow you to get that post-holiday glow safely, with nature-derived ingredients, and without actually getting burnt in the sun.

HEV light damage

You already know the damaging three letters UVA and UVB, but now you must remember one more dangerous combination – HEV (High Energy Visible or HEV light). So called blue light, emitted from our digital devices, is also bad for our skin and we see increasing data on the potential long-term harm it has on our skin. it poses potential skin harm via free radical generation and it can penetrate all the way to our dermis where the source of our collagen and elastin lies. It is found that millennials check their phone 150 times a day on average, which means that this is becoming a serious problem that the skin care industry is aware of. The number one cure for this problem is topical antioxidants in the form of skin care, as well as eating a diet rich in antioxidants that boost our skin’s defence against oxidative environmental damage.

Gender neutrality

Let`s ditch the “FOR MEN” and “FOR WOMEN” labels – we all have skin, and it always requires some care, depending on the type or concerns that an individual may have. You don`t need permission to use a beauty product you actually need, and it doesn`t have to be packaged in bubble gum pink or electric blue to know it really works for you. Keep in mind that your skin can`t read labels and colours. It has its needs so it is good to have the freedom to give it whatever it requires.

Kind packaging

We are happy to notice that more and more customers are paying strong attention not only to the composition of ingredients of a cream, but also the bottle it comes in. Clean beauty should be a no-compromise issue, therefore clean, sustainably sourced packaging such as reusable containers that are environmentally friendly, recyclable, biodegradable, reusable or repurposed will keep on rising. This year, MADARA introduces a plant-based packaging that is made from WPC (wood plastic composite) material.

Back to basics

Simple living is becoming the top trend not only in lifestyle, but in skin care as well. It means streamlining the routine and saying yes to a more simplified regimen by choosing simple but effective ingredients and understandable product compositions. For example, MADARA has the Deep Moisture line, which contains all the basics of a skin care arsenal needed to cleanse, tone, moisturise and therefore effortlessly maintain the skin`s wellbeing.

Ban the pollution

Scientists estimate that pollution increases the amount of pigmentation, redness and wrinkles, and it is responsible for the first signs of ageing. Topical creams we apply on our skin, as well as cleansers, can minimise the particulate matter that sits on our face and also tackle the detrimental ageing effects of pollution on the skin. The primary word here is antioxidants – they ward off harmful inflammation, fuel the cell`s energy stores and fight off the bad guys called free radicals. MADARA pays great attention to this topic and introduced the SMART Antioxidant complex that provides continuous defence and suppresses the formation of free radicals.

Smart glow

The most-craved look to achieve is a perfect, natural glow that goes deeper than skin and truly cannot be enhanced or faked by a highlighter or other makeup product. Beautiful skin means an even, radiant complexion that can be achieved by multiple factors such as positive lifestyle choices (hydrating from inside and out, balanced diet, good sleep and activities) and an adjusted skin care routine that improves and boosts radiance in a natural way. To enhance the natural glow, illuminate and even the skin tone, try the MADARA Peel and Scrub masks, as well as the tinting fluids Sun Flower or Moon Flower, which give just the slightest touch of sun-kissed perfection.