PRETTY PER­SON­ALISED

One-size-fits-all skin­care just won’t cut it any­more. Cus­tomi­sa­tion is now the name of the game

Marie Claire (Malaysia) - - Contents - By Clara Siew

It’s great to have so many op­tions on the mar­ket when it comes to skin­care, but find­ing the right one for your skin type isn’t as straight­for­ward as it seems. Ac­cord­ing to Min­tel’s Beauty On­line mar­ket re­search re­port last year, over 50 per­cent of women are over­whelmed by the vast cat­e­gories and types of prod­ucts avail­able. Fil­ter­ing the good from the bad just takes too much time and money, and then there’s the risk of skin in­flam­ma­tion and ad­verse re­ac­tion to uniden­ti­fied chem­i­cals and in­gre­di­ents.

Ac­ces­si­ble cus­tomised skin­care, in its var­i­ous forms, isn’t just a pass­ing fad. “How we de­liver per­son­al­i­sa­tion for a mass au­di­ence is a big talk­ing point for ev­ery­body in the in­dus­try. And it’s not going to go away any­time soon,” said Dr. Jo Wat­son, No7 Colour Sci­en­tist for Boots UK. In the past, skin was merely cat­e­gorised into three types – dry, oily or com­bi­na­tion. This one-di­men­sional blan­ket ap­proach just won’t do any­more. Ev­ery­one’s skin is dif­fer­ent, with unique needs that change over the course of life, from ex­po­sure to dif­fer­ent en­vi­ron­ments.

Skin ther­a­pist Amy Erbacher agrees that an in­di­vid­u­alised ap­proach is now the way to go after deal­ing with so many “con­fused” skin types in her prac­tice. “I’m seeing more peo­ple with sen­si­tised skin. Peo­ple self-di­ag­nose through the in­ter­net or beauty coun­ters, think­ing they have a par­tic­u­lar symp­tom, when it may be some­thing in­ter­nal. Or they could be ap­ply­ing a prod­uct with in­gre­di­ents too harsh for their skin (like fra­grances, colour agents and preser­va­tives),” she ex­plained.

Cus­tomised prod­ucts are ef­fec­tive be­cause they only use in­gre­di­ents that are actually going to make a difference, and nothing more. What we be­lieve our skin needs dif­fers from what our skin cells actually need to function ef­fi­ciently. Each of us can face mul­ti­ple is­sues with our skin all at once. It can be dry yet acne-prone, oily on the T-zone yet de­hy­drated on the cheeks, and there’s also the is­sue of hy­per­pig­men­ta­tion. The tricky part is de­ter­min­ing your ex­act skin type and lo­cat­ing the right treat­ment for it. And that’s where cus­tomised skin­care comes into play. That be­ing said, here are six in­no­va­tions that are grab­bing this ris­ing trend by the reins.

It can be so con­fus­ing. We don’t want to spend hours on­line search­ing for the right prod­uct and still end up with the wrong one. NIDHIMA KOHLI, Founder of My Beauty Matches (the world’s largest on­line beauty shop and first per­son­alised beauty site) For­mu­lat­ing at ef­fec­tive con­cen­tra­tions max­imises re­sults, re­duces ir­ri­ta­tion, and gives an im­pec­ca­ble feel upon ap­pli­ca­tion. AMY ERBACHER, Skin Ther­a­pist

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