Lagom and Skin Care

Lagom, the Swedish philosophy of pursuing “just the right amount” or moderation and balance in all aspects of life, including skin care, has been growing in popularity in recent years. At the end of 2018, Mintel labeled lagom “the next big thing” when it came to Scandinavian beauty trends; a few months ago Glamour magazine called it a major trend; and the habits of those in Scandinavian countries  continue to be recognized for their contribution to happiness, making it a region to look to for ways to improve our own sense of well-being. With this in mind, interest in a more balanced and simplified approach to beauty and life doesn’t appear to be going away as we head into 2020.

Consumers embracing lagom scrutinize the quality and quantity of things they consume and spend money on, keeping only those with a purpose and that they find beneficial. What does this mean for skin care product development?  

• Ingredients – Clean, sustainable ingredients that benefit the skin without harming the environment appeal to consumers seeking lagom. They don’t want unnecessary ingredients and want to understand what’s in their products and the role each ingredient plays in helping them achieve their skin goals. Creating products that include only essential ingredients and being able to convey their benefits is key.
• Products – Unlike the popular K-Beauty skin care trend that involves multiple products and steps, lagom is a more minimalist approach. Product lines with a pared-down approach to skin care through fewer products that offer multiple benefits appeal to this audience.
• Packaging – Lagom-minded consumers want balance for the planet as well as themselves. Streamlined packaging and recycled elements that minimize waste will stand out in the crowd.  

Uniclay™ biotech ingredient mimics the benefits of clay on the skin. Sustainably sourced, it is obtained from a microorganism isolated from clay and provides multiple skin benefits, including enhanced purification, smoothness and improved sense of well-being in multiple ethnicities, becoming a great multifunctional solution for everyone.