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Crystal clear – beauty consumers are switching to new age philosophies

Market analyst Mintel, normally preoccupied with FMCG shopping trends, says consumers are turning to crystal healing as part of their beauty regime.

Brands are exploring the spiritual properties of crystal healing to create beauty products with emotional benefits, says beauty specialist Irina Ene, creating self-care rituals that elevate topical treatments to overall wellbeing boosters.

“Despite a lack of scientific backing, new-age philosophies are gaining momentum in an environment where consumer interest in emotional and spiritual self-care is closely linked to physical and mental health and overall wellness,” she reports. “Following centuries of Eastern tradition, healing crystals and energy cleansing have become popular methods of promoting emotional health.

“Apart from their physical exfoliating and illuminating properties, crystals and gemstones also benefit from a reputed vibrational energy that helps the user to set intentions, address fears and achieve emotional balance, offering an opportunity to incorporate them as part of modern self-care beauty routines.”

Among the trends appealing to this growing market is the Gua Sha massage technique of traditional Chinese medicine, redirecting energy flow and relieving tension in the muscles. The facial massage is claimed to boost lymphatic drainage and microcirculation, thus boosting elasticity and tone, smoothing wrinkles and defining the jawline. In addition, jade and rose quartz rollers have been introduced by Western indie brands, using traditional Asian wisdom to “promote a mindful beauty practice”.

Amethyst is becoming increasingly common as an ingredient across multiple beauty and personal care categories, promoted for its plethora of spiritual benefits. Fine particles of micronised amethyst in a body polish, for example, give a gentle exfoliating effect. Amethyst’s revitalising and detoxifying energy “recreates a royal treatment with peaceful vibrations”, she says. In a body oil, amethyst enhances creativity and passion, strengthening the imagination and intuition, and refining the thinking processes.

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