Millennials Care About Natural Ingredients in Products
Gen Y is also mindful about what is in the products they use. Thus, skin care brands that focus on holistic ingredients are often favored. S.W. Basics is such an example, and it was founded by Gen Yer Adina Grigore when the market was void of organic options she could get behind. "There has been a lot of natural stuff around for a long time, it's just that the brands don't try to speak to younger people," she said. The brand has seen a spike in sales, and it is sold at millennial-beloved superstore Target.
Alicia Yoon, the founder of Korean beauty ecommerce site Peach & Lily, echoed this notion: "There's this emphasis that you have to be real and raw and underneath all of that you still look good because you're healthy."
Ingestible supplements that support better beauty health (such as hair growth) are also a favored and growing category with Gen Next. You know it's a major category when Jen Atkin, aka the woman The New York Times deemed to be the "most influential hairstylist in the world," is creating them for her brand, Ouai. According to WWD, the supplements market has grown more than five times in two years, to $4.1 million in 2015.