It’s been found that women, on average, use 12 beauty products a day and spend nearly R80,000 per year on products to improve their appearance. It’s with this in mind that brands are continually striving to come up with the ingredient formulations skincare consumers want.
“Wrinkle reduction and anti-ageing effects have always been a must-have, but other characteristics like natural and clean ingredients are now more in demand than in previous years,” explains marketing manager for skincare brand Vitaderm, Ruan Winter.
One such ingredient, in fact according to Vogue it’s one of the ‘it’ skincare ingredients right now, is Niacinamide.
“Even though studies about the efficacy of niacinamide in cosmetics have been around for a while, consumer demand for the ingredient has recently increased,” comments Winter.
Many industry experts believe this is due to women learning about the ingredient via TikTok and Instagram. In the last two years, the use of niacinamide in the beauty industry has jumped more than 220%. Winter explains Niacinamide isn’t a complicated ingredient.
“It’s simply a form of vitamin B3 that’s known to be healing and soothing.” It can be used to reverse the signs of ageing, brighten skin, calm redness, decrease the appearance of pores, and reduce hyperpigmentation, to name a few.
It’s so versatile that it’s regularly added into a wide range of skincare like serums, creams, moisturisers, and body products, and is an appealing skincare ingredient for women of all ages and skin types.
Vitaderm’s Purifying Treatment Cream comprises three main ingredients: Niacinamide, Salicylic Acid and Jojoba Extract. The product helps to maintain the integrity of the acid-pH of the skin, offering natural resistance against bacterial infection and assisting in clearing blocked pores. Extracts of tea tree and aloe further enhance the anti-inflammatory effect, leaving your skin feeling hydrated and soothed. The formulation also assists in the prevention of ingrown hair following wax treatments. The product should only be applied at night.
As DIY solutions and skincare information, in general, becomes more accessible, consumers are using this new knowledge and searching for ingredients directly. This also runs alongside rising consumer demand for total transparency and simplicity.
“We have found that by focusing on ingredients, we can cater to both sides of the market — the novices who are looking for simple solutions, and the beauty aficionados,” Winter concludes.
For more information visit the Vitaderm website
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