Vol. 107 - Climate Adaptive Beauty
When Adjusting is the Only Option
In today’s issue, I’ve partnered with consulting practice FutureStandard to explore one of the most important emerging trends in beauty: Climate Adaptation. As the environment continues to challenge us with rising temperatures, unpredictable weather, and pollution, it’s clear that our skincare routines need to adapt. But what exactly does that mean for consumers and brands?
That’s what FutureStandard wanted to discover. How did they do it? By using a unique methodology. They created fictional brands and products to test them in real-world scenarios. By tracking consumer behaviour, like clicks, traffic, and feedback, they gathered first-hand insights that help define the impact and expectations related to climate adaptive beauty.
From the various scenarios they imagined and brought to life, here are a few insights they uncovered:
1️⃣ AI Personalisation as a Trust Builder
The first finding of their research highlights that consumers increasingly trust AI-driven skincare solutions as they act as a scientific proof marker. Testing revealed that AI-powered personalisation builds confidence by offering recommendations tailored to individual needs and local climates. It appears that consumers now view AI as a credible alternative to peer recommendations, valuing the precision and data-driven approach it provides. By analysing skin conditions alongside environmental factors, AI simplifies decision-making and creates a sense of scientific reliability. This shift is reshaping how consumers choose products—and how brands position themselves in the market.
2️⃣ Good Skin over Climate Anxiety
FutureStandard also reveals an interesting paradox: 68% of Gen Z cite climate change as their biggest long-term concern (source: The Lancet - Climate Anxiety Study), yet their skincare choices prioritise personal skin health over environmental impact. When they tested consumer attitudes, they found that while customers are open to adopting climate-adaptive skincare, they’re not willing to compromise on product performance. The expectation is that brands seamlessly integrate climate-proofing into their products, ensuring high performance while addressing eco-conscious concerns. This insight underscores the need for brands to lead the charge by normalising climate-adaptive solutions as part of their core offering.
3️⃣ Expansion of Sun Protection Categories
By testing fictional brands, FutureStandard also identified high consumer engagement for innovative sun protection categories such as supplements, drinks, and masks. Interest in these formats is especially strong in cities like London and New York, where functional, everyday solutions resonate with urban lifestyles. However, they also highlighted that consumers aren’t looking for radical propositions, they want practical, effective solutions that fit seamlessly into their routines. From collagen-infused drinks offering UV protection to wearable sun masks, these products show significant potential for growth in some markets.
🦄 What’s Next?
FutureStandard’s work revealed three key growth spaces for climate-adaptive beauty, each offering exciting opportunities for brands to innovate and meet evolving consumer needs:
Parametric Beauty
This is where AI and digital personalisation come together to create skincare routines that adapt to both the consumer’s unique needs and their local environment. Imagine a moisturiser that changes its formulation based on the weather in your city or a serum that recalibrates based on seasonal shifts. FutureStandard’s findings suggest that consumers are ready for skincare solutions that feel hyper-personalised and scientifically validated. AI is a major enabler here, acting as both a guide and trust-builder, while also simplifying the overwhelming number of choices in the beauty market.
➡︎ For brands, this represents an opportunity to leverage AI to deliver not just products, but adaptable skincare systems that evolve with their users.
Cold Beauty
As climate change leads to more extreme weather, skincare is no longer just about aesthetics, it’s becoming a utilitarian toolkit to protect and comfort the skin from environmental stress. Think cooling creams for hot, humid conditions or ultra-hydrating balms for harsh, dry winters. This space focuses on functional products that help consumers address skin discomfort directly caused by their environment. FutureStandard’s experiments highlighted growing consumer interest in formulations that go beyond the traditional beauty narrative, offering real solutions for climate-induced challenges.
➡︎ Brands have an opportunity to tap into this need for practicality by introducing products designed for specific climates or launching lines with built-in adaptability for extreme conditions.
Beauty & Skin+
This space represents the fusion of psycho-dermatology, neurocosmetics, and adaptive beauty, offering solutions that target both the mind and body. With consumers increasingly seeking products that improve emotional well-being, there’s a growing demand for skincare that not only addresses external issues but also soothes internal stressors like climate anxiety. Think about a serum designed to protect the skin from pollution while incorporating ingredients proven to reduce cortisol levels, or a mask that enhances hydration while using neuro-cosmetic principles to create a sense of calm.
➡︎ For brands, this opens the door to creating multi-dimensional solutions that go beyond skincare, integrating wellness into the beauty routine.
A SCENARIO FOR THE FUTURE OF BEAUTY
Lucy puts her ClimatePod over her face, letting the AI-powered device scan her skin for micro-changes caused by today’s sweltering 42°C heatwave. The pod syncs with her Adaptive SkinCloud app, instantly adjusting her skincare capsules for the day. She applies a serum that activates cooling nanotech particles as she steps outside, creating an invisible barrier against UV rays and air pollutants.
Skincare in 2034 isn’t just about looking good, it’s survival. Her morning routine includes SunShield+, a daily collagen drink that doubles as an internal SPF, and OxyDrops, which oxygenate her skin to counteract rising pollution levels. She loves how these innovations make self-care feel effortless, even as the climate throws its worst at her.
Lucy’s beauty shelf is unrecognisable compared to a decade ago. It’s dominated by biosynthetic algae gels that heal and hydrate, neurocosmetic mists that reduce climate anxiety, and eco-tattoos embedded with sensors that signal when her skin needs extra hydration or sun protection.
Reflecting on the shift, Lucy is thankful that beauty has evolved into a blend of science, wellness, and environmental resilience.
🤿 TAKE A DEEPER DIVE ON THE TOPIC
How a warming climate wears on the skin.
How climate change is impacting skincare NPD.
When climate change gets under your skin.
Wildfires, extreme weather events, rising temperatures—they can all take their toll on your complexion.
Complex supply chains and climate change make clean beauty near impossible.
The insights from FutureStandard’s research are just the beginning of the conversation around climate-adaptive beauty. This isn’t just about creating new products, it’s about rethinking how beauty fits into a world where environmental challenges touch every part of our lives. As consumers, we’re moving into an era where skincare becomes a form of resilience. The beauty industry has the opportunity to lead in ways that go beyond aesthetics, embracing innovation that prioritises protection, adaptability, and emotional well-being. For brands, this means looking beyond the obvious. How can they collaborate with industries like tech, wellness, or even nutrition to create holistic solutions? What role does education play in helping consumers understand and embrace these changes? And how can climate-conscious beauty inspire other industries to follow suit?
See you in the future 🔮
The best thing I’ve done for my skin this year is move to a colder climate with a lower UV index. I’m basically refrigerating myself 🥶