A Guide to Prebiotic Skincare for Your Brand
In recent years the average consumer has increasingly grown aware of the skin microbiome's role in maintaining healthy skin. This growing understanding is driving huge demand for products that support the skin's protective barrier and keep its microbiome happy and balanced.
And the market reflects this! Microbiome-focused products are getting introduced into the skincare lines of both large and small brands, showing the customer demand for them.
While the latest data from Google Keyword Planner shows a year-on-year change of -34% for “skin microbiome” searches, the context is important. There is a steady upward trend since 2018, which proves that people are now just as curious about their skin’s health as they are about their gut.
If you're looking to capture this growing market, understanding the science behind the skin microbiome and prebiotics is essential. In this blog post, we will break down what is microbiome-friendly skincare, what is the role of prebiotics, probiotics and postbiotics in skincare, explore the market potential, and give you the key insights you need to sell these amazing products.
What is skin’s microbiome?
Skin’s microbiome is an ecosystem of microorganisms that plays a vital role in maintaining skin wellbeing and resilience. Just like a fingerprint, the skin microbiome is unique to every person. Its composition is influenced by everything from your stress levels and genetics to the environment around you.
Healthy skin starts with a healthy skin protective barrier. Ksenia Kumachova, certified pharmacist, explains that “a special group of substances known as pre-, pro-, and postbiotics help sustain this delicate balance, supporting a stronger skin barrier and a greater sense of comfort.”
What are prebiotics, probiotics, and postbiotics in skincare?
Similarly to prebiotics for gut health, prebiotic skincare contains ingredients that nourish healthy bacteria on the skin. Chemically, these ingredients fall into the category of sugars. Think ingredients like rhamnose, glucose, glucuronic acid, glycerin, algin, hydrolyzed hyaluronic acid, and others. These and other beneficial ingredients are formulated in our Microbiome Prebiotics Face Mist and Bioactive Prebiotics Jelly Serum.
Microbiome Prebiotics Face Mist and Bioactive Prebiotics Jelly Serum
While prebiotics feed the existing good bacteria, probiotic skincare can introduce live beneficial bacteria to help support both skin and even gut health.
Post-biotic skincare contains some components of the live bacteria. This includes ingredients like lysates, bacterial ferments, and purified metabolites, which can offer various skin benefits.
Prebiotic skincare market opportunity
More and more informed consumers are actively seeking out skincare products that go beyond just surface-level benefits. This trend is boosted by the ongoing rise of the clean beauty movement, significantly influencing purchasing decisions.
Despite a 33% dip in year-on-year searches for “clean beauty” in April compared to last year, it looks more like the consumer interest is adjusting after years of consistent growth. With an average of 8.1K monthly searches, clean beauty has really become a standard expectation for consumers.
Plus, for the past decades there has been a big rise in skin problems caused by skin imbalance, and that is fueling the demand for tailored skincare products that can help. For instance, lots of people have eczema – like 10% to 20% of kids and 2% to 10% of adults worldwide. In the US alone, that's over 30 million people! This shows that there's a big need for products that are good for your skin's natural balance.
What big brands are doing?
Microbiome cosmetics appeal to a wide audience. It is not just for women, these products are increasingly targeted for men (think soothing aftershaves), teens (targeting oily or acne-prone skin), and even gentle formulations for toddlers and infants, emphasizing the importance of supporting the skin's natural balance from an early age.
Part of product description for Head&Shoulders Citrus Fresh Shampoo
Microbiome-friendly skincare claims are no longer just for niche brands, it is going mainstream. We see it everywhere, from pharmacy shelves to popular drugstore aisles. Big brands like Head&Shoulders, Eucerin, La Roche-Posay, Lancôme are featuring ingredients like probiotics and making claims about balancing skin’s HP levels and supporting the microbiome.
Part of product description for Laroche Posay’s Lipikar Balm AP+M Moisturiser For Dry Skin
As our understanding of the skin microbiome grows and regulations catch up, brands will need solid science to back up their claims. This focus on scientific validation helps the consumer feel confident in their choices. That means we can expect to see more testing and certifications. Being genuinely effective and honest is becoming more and more important for beauty and skincare brands that want to stand out.
How to sell probiotic skincare products?
In this growing skincare market, clear and compelling messaging is crucial, especially when using premium private label products. To effectively market prebiotic infused and microbiome-friendly products, go beyond just listing ingredients.
Focus your product descriptions and marketing materials on the core benefits for your customer's skin: how they help balance the skin's microbiome, support the protective barrier, and lead to healthier, and resilient skin.
Pinpoint how these products can address common skin concerns by nurturing the microbiome. Highlight the ability to soothe sensitivity, reduce redness and irritation, support clearer-looking skin, and boost hydration. Position these products as a gentle yet effective approach that works with the skin's natural biology.
Part of product description for Artistry Skin Nutrition™ Balancing Fresh Shake Toner
Draw inspiration from big brands, take a look at what they are highlighting about their products. Good example is Amway. The main benefit are clearly stated and their concise approach makes it easy to read and understand.
Beyond product descriptions, dedicate some of your marketing efforts to educating your customers. Use social media, blog posts, or even simple infographics to explain the fascinating world of the skin microbiome in an accessible way. Teach your customers why a balanced microbiome is important and how disruptions can lead to common issues. This will help customers understand the value of your products on a deeper level.
The "skin barrier" is a major trend, leverage it! Explain how prebiotics contribute to a stronger, more resilient skin barrier that's better protected against environmental stressors. Suggest how your products fit into a simple, effective skincare routine and highlight potential product pairings for enhanced benefits.
Finally, be transparent! Clearly communicate the beneficial ingredients you're using and their role in promoting a healthy microbiome. Transparency builds trust, which is absolutely vital in a market characterized by informed purchasing decisions. Just one important thing to note - don’t make claims that are not true, that will hurt your brand forever.
Conclusion
The science of the skin microbiome is undeniably reshaping the beauty landscape, and prebiotics are leading the charge. With growing consumer interest, a booming market, and increasing scientific validation, offering microbiome-friendly products is no longer just a trend. The market is growing and there are big opportunities to seize.
By understanding the power of prebiotics, recognizing the immense market opportunity, and focusing on educating your customers with clear, benefit-driven messaging, you're perfectly positioned to succeed. You have the chance to build a brand that not only offers innovative, high-quality products but also empowers customers to achieve healthier, more resilient skin.