Mintel’s beauty and personal care team is lucky enough to see new product launches from across the globe on a daily basis, so we’ve hunted down the latest innovations shaking up the beauty and personal care industry. Today, we’ve selected five curious products that bring something truly unique to the market.
Mazzon Nature Phases of the Moon Capillary Treatment (Brazil)
This treatment mask kit provides for people’s hair needs according to each lunar phase: Crescent (hair growth, preventing hair fall/breakage), Full (shine and repair), Waning (thickening, smoothing) and New Moon (revitalise and strengthen). Each mask has a different formula with botanical extracts such as açaí, Ginkgo biloba and Pracaxi oil. This is a perfect example of Mintel 2017 Global Beauty Trend ‘Beauty Round the Clock’, which highlights how brands are developing products with specific benefits according to times of the day/month, or different activities.
TWO L(I)PS Undercover (Singapore)
An increasing number of intimate and personal care products are launching with “gynaecologist-tested” claims, as more consumers put health at the forefront of ‘V care’. TWO L(I)PS is the world’s first luxury intimate care range for the vulva. Besides vulva charcoal masks and brightening and hydrating serums, the line includes Undercover, a concentrated cream designed to target blemishes on the vulva – a problem that is rarely discussed. From acne, ingrown hairs and skin ageing, the creams claims to reduce pigmentation and even out skin tone.
OWA Haircare Moondust Collection: Hair Wash (US)
As water is a dwindling resource, it is driving the development of waterless products, or products that require the use of less water. This was predicted by Mintel’s 2025 Global Beauty Trend ‘Water – The New Luxury’. This product claims to be the world’s first water-activated powder shampoo. According to the brand, traditional liquid shampoos typically contain 80% water, while this shampoo powder contains none – providing consumers with a more sustainable option that functions like a liquid when activated with water from the shower. Innovations like this will resonate with the six in 10 US consumers who are interested in water-free personal care products.
The SIGN Tribe Remove and Chill Nail Enamel Remover (US)
This first-of-its-kind cream nail polish remover solves some common issues experienced when using traditional polish removers, such as odour and ease of use. The formulation is beeswax-based and free from acetone (which gives traditional removers their strong smell). It’s a gentle product and also cares for nails and cuticles with ingredients like argan, sesame and macadamia oils. The cream formulation makes it mess- and spill-free, alleviating the worry of ruining clothing or furniture.
Bronzie Tan Perfecting Powder (UK)
The use of self-tan products isn’t always an attractive option for time-pressed consumers. Now, this talc-free powder promises to instantly dry the skin when used after any self-tan products, speeding up the drying process and reducing the likelihood of streaks, stickiness or transferring colour onto clothes. It can also be used after applying aftersun or on its own to add a sheen to the skin. Mintel research on suncare shows that in the UK, half of self-tan users say easy application is important when choosing products, and 21% want fast results.
