It might only be February, but there’s one skincare trend that’s already emerging as the leader of the pack for 2021: personalisation. For this year’s skincare report, I was lucky enough to talk to a whole host of skin experts, dermatologists, and brand founders, and it was the one theme that came up time and again. Just like their wardrobes, consumers are no longer satisfied with a one-size-fits-all approach to beauty, and it’s paving the way for a new wave of skincare brands offering bespoke, tailor-made solutions for our specific skin needs.
As someone with acne-prone skin, this is music to my ears. I love skincare, but I’m well aware that for anyone dealing with more intense skin concerns—like acne, rosacea, or extreme sensitivity—experimenting with new beauty products can be a risky business. Often, the only real solution to deal with major skin issues is to consult a dermatologist, and with long NHS waiting lists and costly appointment prices, should you choose to go privately, it’s an option which often feels totally unattainable.
But how do these personalised skincare brands actually work? Are they truly able to provide a custom skincare experience for consumers? Most importantly, do the products genuinely do anything? I caught up with Samantha Mang, senior vice president of brand & innovation at Function of Beauty, to ask her all my burning questions before putting some of these trending skincare brands to the test.
