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Coffee, green tea and hyaluronic acid among top trending ingredients in 2022

by Professional Beauty India

According to Smytten’s 2022 Trend Rewind Campaign, consumers showed a marked interest in trying out beauty products with these ingredients in 2022.

Smytten, India’s largest tech-enabled D2C Trial and product discovery platform. As per its 2022 Trend Rewind Campaign report, in 2022, 1.5 million users tried coffee-infused products on Smytten. At the same time, 400k+ users tried hyaluronic acid. And three green tea trial packs are being discovered every minute. And one out of every three trial orders has aloe vera-based products in it.

Users are also trying onions over one million times. And in the make-up category, more than 100 new matte lipsticks are being discovered by Smytten users. The campaign spanned more than 15 lifestyle categories. Some of the popular products that indicated a change in consumer behaviour included green tea alcohol-free toner from Plum, Naked & Raw Body Scrub from mCaffeine.1% salicylic body wash from Bodywise, strawberry lip balm from Colorbar and Dark Desire Eau De Parfum from Renee.
 
The campaign highlights how consumers demonstrate that they’re reinventing their approach to beauty and self-care and not limiting themselves to established brands. More and more customers are open to experimenting with new ingredients in their beauty regime. With a trial-first approach, Smytten also lets its users try the products before buying them.
 
Smytten also recorded the highest order placed by a single user on the platform which was over 600. This again indicates that Indian consumers are more interested in trying a product first before they buy a full size. Mumbai became the top city with the highest trial orders touching over 2 lakhs. All this demonstrates how Indian consumers are getting more adventurous and moving towards a trial-first strategy when purchasing. According to Smytten’s 2022 Trend Rewind Campaign, consumers also showed a marked interest in trying out beauty products with trending ingredients in 2022.
 
As a continuation of this campaign, Smytten is also launching a 2023 Trend Fast Forward Campaign. It highlights the upcoming skincare, haircare and make-up trends to watch out for in 2023. In the skincare category, active skincare is expecting a rise. Elements like ceramide, peptides and Cica are going to become trending ingredients soon. In hair repair ingredients like avocado might be preferred. Serums with UV protection will be a part of the 3/10 users’ basket. In the make-up space, neutrals and nude lipsticks will continue to trend, with reds and corals being all-time favourites.
 
Smytten is a tech-enabled D2C product trial and discovery platform. Launched by Siddhartha Nangia, ex-Unilever, and Swagata Sarangi, ex-Google. It hosts 1000+ brand partners on its platform. Across lifestyle categories, ranging from fragrances, beauty and make-up, grooming, food and beverages, baby and mother care, and health and wellness. It offers product samples to consumers across these categories to help them make the right purchase decisions. For its brand partners, it provides data and insights needed for scaling up customer acquisition, product development and channel expansion.

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