‘Microbiome skincare’ is a booming business. The cosmetic industry is constantly looking for new and exciting claims which resonate with consumers and the skin microbiome claims seem to be its latest favorite topic
The personal care market is awash with products which claim to have a positive influence on the skin microbiota. ‘Microbiome-friendly’ is the most abundant claim made. Although the skin microbiome and its relationship with the human body is not fully scientifically elucidated, younger consumers in particular understand that it plays a pivotal role in the health of their skin.
Indeed, the skin microbiota, as it should properly be called, is important for skin health. This fits the need of health- and wellness-driven consumers, who have an increasingly proactive attitude towards their skin and hair. Statements like ‘Healthy is sexy’ or ‘Health is the new wealth’ are well-known to consumers as well as marke
