Willo Naturals

Skincare routines for acne should involve the use of non-comedogenic skincare and makeup products that do not contribute to clogging. The same advice is applied to the use of carrier oils; an excellent non-comedogenic choice is Jojoba Oil.

Essential oils can be a natural remedy for those with milder cases of acne. Those with clarifying, anti-inflammatory, and antimicrobial properties will tend to be the most useful.

Tea Tree Essential Oil – has shown to be capable of clearing up mild to moderate cases of acne vulgaris. This has been attributed to its reported broad-spectrum antimicrobial and anti-inflammatory properties.

Oregano Essential Oil – has shown strong activity in suppressing bacteria that cause acne, which is believed to be caused by the synergy between the compound Thymol and its other constituents. Another oil high in Thymol is Thyme Oil, which has shown similar effects.

Lemongrass Essential Oil – a great complexion booster for those with acne because it has natural astringent qualities. It can also reduce the appearance of acne scars.

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So many things can cause pigmentation on the skin, such as acne and breakouts (also known as post-inflammatory hyperpigmentation), sun exposure and hormones to name a few.

This discoloration is caused by a spike in melanin, a natural substance present in our bodies that produces pigment in skin and hair.

Qualified aesthetician Alicia Lartey and Dr. Ifeoma Ejikeme, founder and medical director of Adonia Medical Clinic, say that next year we can expect a host of new products with buzzy ingredients that target pigmentation quickly and effectively.

“As I have a bit of an inside scoop on what brands will be launching next year, I think we can expect to see a lot of serums focused on hyperpigmentation that actually deal with the problem — and not vitamin C serums,” says Lartey. In fact, she indicated that vitamin C is one of the worst skincare ingredients for tackling serious pigmentation, especially for her Black and brown clients.

In Lartey’s view, there are other ingredients that do a much better job.
- KOJIC ACID - minimizes excess melanin and brightens skin.
- AZELAIC ACID - anti-inflammatory and improves skin tone.
- ALPHA ARBUTIN - helps fade discoloration.

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Research source: Refinery29 Pigment Regulation

Successful brands have a consistent look and feel in everything they put in front of their customers. One of the major benefits of this kind of consistency is that it provides easy recognition of any product among consumers.

Consistency starts with a strong business name for your beauty brand and continues with a great logo, website, and other marketing materials.

Beauty brands are no different when it comes to benefiting from this kind of cohesive branding experience.

An easily recognized beauty brand benefits from exposure alone. As customers are exposed to a beauty brand more often, they become more inclined to like it.

Familiarity increases positive feelings, and consistent branding keeps your brand in front of customers in a familiar way.

90% of consumers expect that their experience with a brand will be similar across all platforms and devices.

They expect a seamless transition between web and device-native applications through color, flow, and overall quality.

Brand consistency involves the communication of messages in a way that doesn't take away from the core brand proposition.

While certain aspects of branding might change, the core message and your brand identity shouldn’t change.

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Research source: Crowdspring

The lack of sebum can lead to reduced hydration and increased water loss from the skin's surface. As sebum can act as an occluding layer on the skin, dry skin can often lead to the compromising of the integrity of the skin barrier and will tend to get irritated more often than oilier skin types.

The other cause of dry skin could be dehydration. Essential oils that are very calming, soothing, and naturally moisturizing work best for this skin type.

Chamomile Essential Oil – both Roman and German Chamomile Oils will naturally soothe inflammation, irritation, or pain associated with skin dryness.

Frankincense Essential Oil – deeply nourishing, Frankincense is well known for its ability to rejuvenate dry and mature skin types. It also has natural skin-calming properties.

Rose and Jasmine Sambac Absolutes - these concentrated floral oils are highly reputed in boosting skin hydration and dullness, and are also gentle on the skin.

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2023 Sustainable Beauty report from Nielsen IQ finds that compostable and plastic-free products are driving dollar growth, while searches for refillable packaging have spiked.

Notably, the firm reported that “62% of consumers find sustainability more pivotal today than two years ago,” with 61% believing sustainability should benefit the planet, while 57% and 54%, respectively, believe it should preserve natural resources and reduce pollution.

Overall, the report notes, beauty has experienced a 64% increase in searches for refillable options, impacting sectors such as color cosmetics, deodorants and skin care.

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Research source: GCI magazine

Make a good impression. 48% of consumers report that their first purchase or experience is the most critical one in deciding if they will develop loyalty to that particular brand.

With thousands of beauty products available online and on store shelves, having an eye-catching, professionally designed logo and packaging design is a key way to make a good first impression.

Eye-catching product packaging (the bottle, box, or container that holds your beauty products) and package graphics (what’s on the packaging) sets the stage for beauty products, which are inherently visual-based products.

Make sure that your customers’ experience is pretty or visually striking from the start. This is a critical part of the beauty product purchasing experience.

An earlier study revealed impressive evidence in support of the power of packaging design:

1- Attractive packaging triggered more intense activity in areas of the brain associated with impulsivity than neutral packaging.
2- Unattractive and attractive packaging lead to less activity in areas of the brain responsible for reflective thought than neutral packaging.
3- Attractive packaging triggered reward responses in the brain whereas unattractive packaging triggered areas associated with negative emotion.

Attractive packaging design is a motivating force in encouraging people to make impulsive choices. Taking advantage of this reward-seeking behavior with a good design can have a powerful impact on customers’ receptiveness to your products.

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Research source: Crowdspring

Oily skin types can be transformed through the use of cleansing and clarifying essential oils that help purify the skin and also cut down on skin oiliness. Oils with astringent actions can also support in reducing visible pores. An oily skin type that is well taken care of can prevent the development of acne.

Oily Skin - add these essential oils to skincare formulas:

Tea Tree Essential Oil – helps eliminate excess sebum and is known to have natural antimicrobial properties. It is often used in skincare products for oily and acne-prone skin.

Neroli Essential Oil – not only is this oil very gentle to the skin, it also has reputed antifungal and antibacterial properties that make it useful in clarifying oily skin and preventing breakouts.

Lemon and Bergamot (Bergaptene Free) Essential Oils – known to improve the complexion of oily skin through its anti-inflammatory and antibacterial properties. Most other citrus oils, including Sweet Orange, Mandarin, and Grapefruit tend to be good fits for oily skin.

Cypress Essential Oil – a potent and uplifting oil that can clarify skin and reduce shine. Has reputed antimicrobial properties.

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