April 15, 2021 

“Cleansing balms are a skincare MVP. They do the work of three or more products (think: makeup remover, face wash, and moisturizer), can be used as part of a double cleanse, and leave your skin seriously soft,” writes Loni Venti in Real Simple.

Skincare balms formulated with naturally nourishing ingredients like olive oil, are teed up to be one of the year’s most coveted products. What’s behind the buzz? Three key consumer demands are spurring the skincare balm trend: a desire for more multitasking products, concerns about sustainability, and continued interest in natural ingredients.

One of the biggest reasons consumers love skincare balms? These solid formulations can target a variety of needs, in one quick swipe. 

Typically, skincare balms are used in the morning or night to cleanse the skin, remove traces of dirt, makeup, or excess oil, and to moisturize the face.

“If 2020 taught us anything, it was to be really good at multitasking — and turns out that beauty products have learned that too. Balms are being reimagined to do it all: lips, cheeks, cuticles — anywhere that needs a little extra TLC. Plus, these skin-loving moisturizers are packed with ingredients like shea butter, coconut oil and sunflower seed oil. Get excited to do more with less,” explains the Whole Foods Beauty Trends Report 2021.

The desire for multitasking skincare products is linked closely to the skinimalism movement. Overwhelmed, stressed out consumers are seeking to pare down their skincare products and routines. This new desire makes multitasking products, like skincare balms, extra-appealing.

Consumers also love skincare balms because these trending formulations can be viewed as more sustainable, green, and environmentally friendly. As a solid formulation, skincare balms are usually water-free.

For consumers concerned about their environmental impact, water shortages, and sustainability, solid formulations like skincare balms are a natural choice for crafting a greener skincare routine.

Additionally, it’s important to note that many consumers often view water-free products like skincare balms as more potent and powerful than a liquid facial lotion or cream.

“Face balms are solidified oils that melt into liquid when they come into contact with the warmth of your skin. Unlike moisturizers, balms are anhydrous, meaning that they contain no water. They provide a more robust and nourishing protective layer to your skin, sealing in your skincare for optimal results while shielding from external elements such as cold or dry air. Balms are known to be healing, calming, ultra-hydrating, luxuriously thick, and are usually the final step in the skincare regimen,” explains TheSRoom Blog.

By potentially straddling the claims of both environmentally friendly and high end, skincare balms are a unique formulation that can appeal to a wide variety of consumer groups and different skincare needs.

Finally, skincare balms are witnessing an uptick in consumer demand because of sustained interest in natural, organic, and green skincare products.

“A high percentage of consumers choose one brand over others, based on its natural formulation. The demand for natural ingredients has been quite evident in the market, and this has led to most companies launching products with nature-inspired ingredients, such as plant-inspired and premium botanical ingredients coupled with multi-functional properties,” according to a new report from BusinessandMarkets.com.

Many of the most popular balms incorporate natural oils like olive oil, shea oil, or coconut oil to deliver a multitude of benefits.

In particular, olive oil is an especially effective ingredient for skincare balms designed to cleanse and moisturize. Olive oil is a natural emollient and helps to reduce water loss from the skin. This makes skincare balms formulated with olive oil ideal for moisturizing or hydrating, as well as more suitable for sensitive skin.

Skincare balms formulated with natural ingredients like olive oil are a naturally appealing option to eco-minded consumers. Thanks to multi-functionality, an ability to tap into multiple trends, and a focus on sustainable ingredients, skincare balms are poised to be a huge hit with green consumers this year and beyond.

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