The report maps proprietary data from over 2,000 Australians with over 400 global cultural signals to discover the biggest shifts and trends shaping beauty in Australia.
Interestingly, when asked what categories they would most like to see get more attention in the next 1-2 years, 42% of the Adore Beauty community said menopause products, while 37% said period care and 32% said sexual wellness.
Below is an excerpt of the Adore Beauty Report:
The social media era has ushered in a culture of destigmatisation for women’s physical and mental health issues by providing platforms for open discussions, access to information and community support. From OBGYNs on Instagram to #ibs accruing more than 700 million views on TikTok, women’s health issues are centred into daily feeds and streams.
As the conversation and community unfolds digitally, a wide range of issues are being normalised – even celebrated. Celebrities such as Justin and Hailey Bieber, Florence Pugh and even Euphoria’s break out Star Chloe Cherry have been spotted rocking Starface pimple patches.
With the skincare community changing and diversifying, the focus is shifting away from ‘perfect’ skin, with many influencers sharing their journeys with chronic skin conditions. Brands such as Topicals are reframing the conversation around chronic skin conditions such as discoloration, eczema and keratosis pilaris with vibrant and science-backed products that are there for you during flare-ups. Haircare is getting a similar make over with brands such as STRAAND debuting dandruff care product lines that feel shelfie-worthy.
Gone is the time when sexuality was spoken about in hushed tones. A new wave of sex positivity is entering the mainstream through pop-culture content and celebrity endorsements. From Troye Sivan’s music video for his single Rush to Dakota Johnson’s range of sex toys, traditional gender roles and expectations are being challenged by those in positions of influence, empowering people to express their sexual needs and preferences without judgement. Earlier this year, actress and icon of the television show The O.C. Rachel Bilson weighed in on the conversation around unmet sexual desires on her podcast Broad Ideas. Bilson shared that she didn’t have an orgasm through intercourse until age 38, creating a shared dialogue with her audience.
From a social media perspective, sexual education accounts such as Georgia Grace Otten’s gspot and psycho-sexologist Chantelle Otten are facilitating a more accessible conversation around women’s sexual health. And in the US, the opening of Brooklyn romance novel bookstore The Ripped Bodice has been met with fervour.
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