Emerging Trend: Wildcrafted Beauty by Pretty Analytics

by | Jun 16, 2019

“Farm to table” eating is a concept we see digging its roots deeper into the beauty industry. It’s about creating a sustainable, transparent and traceable journey from the growing of ingredients to harvest and the freshest production batches.

One such trend on the rise is “wildcrafted beauty”. A focus on using botanicals harvested from the wild (untouched by human hands). It takes inspiration from the grounding, slow living practice of foraging which deepens our connection with nature. It promotes the use of local supply, brings potent beauty beneficial and medicinal ingredients to formulations and encourages sustainable harvesting by hand. The wildcrafted, artisanal approach elevates the crafting of “green beauty” offerings utilising the powerful force of nature.

Pretty Analytics analysed digital content collected between May 2017 – May 2018 that talked about wildcrafted beauty. 39% of the content focused on wildcrafted skincare (which predominantly featured facial oils) with 10% discussing the health and wellness aspects surrounding this emerging trend. This included language describing grounding rituals and attitudes towards self-care.

Analysing the content specifically on the basis of ingredients reflected the following top topics of focus.



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