Introduction
This work is sponsored by and created as a collaboration with Kind to Biome, we talk about what the skin microbiome is, why brands are embracing skin microbiome claims and the future of the skin microbiome space. We also look at the top 30 Microbiome Friendly Skincare Brands Trending on Instagram and include exclusive quotes from some of these top brands.
The ranking is based on my monthly ranking of Skincare Brands Trending on Instagram for January 2024 and with the help of Kind to Biome filtered for brands with a focus on Microbiome Friendly Skincare. Kind to Biome explained their selection of which brands to include as: “We have tried to identify brands that either leads with microbiome claims (such as Gallinée) or puts emphasis on the microbiome with e.g. pages dedicated to microbiome knowledge (such as Barbara Sturm) or extensive microbiome claims on several products”.
Side note, Gallinée would of been number 36 if we had made the list longer, still worth a mention! Out of the 685 brands currently on the full list 41 of them were determined to meet these requirements according to Kind to Biome. So let’s get into my Q&A with Kind to Biome!
Q&A With Kind to Biome
What is the skin microbiome?
The skin microbiome refers to the diverse community of microorganisms, including bacteria, fungi, and viruses, that inhabit the skin's surface. When existing in their balanced state they play a crucial role in maintaining our skin health, especially through their multifaceted actions in skin barrier function.
What is KIND TO BIOME?
KIND TO BIOME is a seal of assurance for skin and scalp microbiome-gentle products and ingredients, and boasts clients such as RMS Beauty, L´OCCITANE Group, The Nue Co., and REN Clean Skincare. KIND TO BIOME work to provide tools for the substantiation of microbiome-gentle and microbiome-friendly claims. Examples of claims are:
Does not disturb/interfere with the all-important skin/scalp microbiome.
Respects the natural microbiome of healthy skin/scalp.
Maintains the skin microbiome balance of healthy skin/scalp.
Why are brands embracing skin microbiome claims?
The skin microbiome has emerged as a parameter that is impossible to neglect in order to guarantee the safety and efficacy of cosmetic products. Being unequivocally tied with skin health, skin barrier function and our skin’s metabolism it has become an important USP in the offering of major cosmetic brands. Consumer education and request for safe and efficacious products has further pushed the needle of this emerging trend that is here to stay.
What would you recommend brands that have yet to embrace skin microbiome claims to consider prior to doing so?
Do not be afraid of engaging with this development. There is a possibility that a significant part of the products you have on the market, already are microbiome friendly, all you have to do in this case is test. Choose your skin microbiome claims strategy carefully and get in touch with companies like KIND TO BIOME which can help you navigate the best way of achieving this. It´s important to take into account the immature regulatory landscape when it comes to these types of claims. Claims closer to being categorized as breakthrough claims carry higher risk due to the immature global regulatory landscape, and the lack of consensus within the scientific community.
What is next for the newly formed skin microbiome space?
The skin microbiome space is slowly but surely growing and as brands and consumers increasingly adopt and request skin microbiome claims retailers are next to follow. With this pivotal retail involvement, skin microbiome gentleness has the potential to become as big as clean beauty.
For more info contact leo@kindtobiome.com
"In the dynamic realm of skincare, where stress, pollution, and potent formulations pose challenges to the skin's delicate balance, savvy consumers now demand more than 'free-from' products. They seek formulations that not only address their aesthetic desires but also prioritize the health of the skin's living ecosystem – its microbiome. […] Responding to the escalating consumer demand for microbiome-friendly products, REN has proudly gained the Kind To Biome certification.”
Michelle Brett, CEO, REN Clean Skincare
“I think consumers are becoming more familiar and better equipped to understand the importance of the skin microbiome, partly due to the influence of the increased focus on gut health in nutrition. Demonstrating the links between gut and skin have allowed a more holistic conversation about the function of the skin microbiome, which has seen our microbiome-friendly skin products increase in popularity.”
Em Rose, Head of Formulation, Haeckels
“When we first started exploring the microbiome as an area of interest for cosmetic applications, it was a topic that was mainly known through medical research and applications. At that time, consumer awareness on microbiome revolved mainly around gut health and supplements. Since we were one of the first brands to tackle this concept, in a way we had to educate the consumers and convince them on this new approach and its’ importance. A few years later, we have come a long way. Consumers are getting more and more educated on the importance of microbiome on skin health and the link between the unbalanced microbiome and various skin conditions. It is our great pleasure to observe this shift on the market and we firmly believe that this is only the beginning for the concept of microbiome.”
Lida Alexiou, MSc Head of R&D Category, Korres
Chryssoula Stamatogianni, R&D Director, Korres
Top 30 Microbiome Friendly Skincare Brands
Trending on Instagram January 2024
2012
United States
Founded by Tiffany Masterson
Brand Type: Effective Actives
Top Trending Skincare on Instagram Rank: 10
2022
United Kingdom
Founded by Marc Elrick
Brand Type: Pop Play
Top Trending Skincare on Instagram Rank: 14
2019
United States
Founded by Susan Yara and Ben Bennett
Brand Type: Effective Actives
Top Trending Skincare on Instagram Rank: 19
2005
United States
Founded by Tom Allison
Top Trending Skincare on Instagram Rank: 27
2011
Germany
Founded by Barbara Sturm
Brand Type: Luxe Clinical
Top Trending Skincare on Instagram Rank: 33
1996
United States
Founded by Jenefer Palmer & Melissa Palmer
Brand Type: Classy Clean
Top Trending Skincare on Instagram Rank: 35
2000
South Korea
Founded by Suh Kyung-bae
Brand Type: Modern Minimalist
Top Trending Skincare on Instagram Rank: 40
2018
United Kingdom
Founded by Colette Laxton and Mark Curry
Top Trending Skincare on Instagram Rank: 47
1975
France
Founded by Angela Bennett
Top Trending Skincare on Instagram Rank: 63
2008
United States
Founded by Josh Kilmer-Purcell & Brent Ridge
Brand Type: Classy Clean
Top Trending Skincare on Instagram Rank: 108
2018
United States
Founded by Ryan & Baylee Relf
Brand Type: Luxe Natural Organic
Top Trending Skincare on Instagram Rank: 118
2012
United States
Founded by Amanda Chantal Bacon
Brand Type: Modern Minimalist
Top Trending Skincare on Instagram Rank: 132
2005
South Korea
Founded by ChinWook Lee
Brand Type: Effective Actives
Top Trending Skincare on Instagram Rank: 139
15. Ren Clean Skincare
2013
United States
Founded by Dr. Roshini Raj
Top Trending Skincare on Instagram Rank: 163
2000
United Kingdom
Founded by Rob Calcraft
Top Trending Skincare on Instagram Rank: 167
1993
United States
Founded by Peter Thomas Roth
Brand Type: Effective Actives
Top Trending Skincare on Instagram Rank: 178
1989
France
Founded by Aliza Jabès
Top Trending Skincare on Instagram Rank: 180
2016
Singapore
Founded by Nicolas Travis
Brand Type: Effective Actives
Top Trending Skincare on Instagram Rank: 186
1989
United States
Founded by Howard Murad
Brand Type: Luxe Clinical
Top Trending Skincare on Instagram Rank: 209
2008
Sweden
Founded by Mats Johansson
Brand Type: Apothecary Lab
Top Trending Skincare on Instagram Rank: 219
2019
United States
Founded by John G. Melo
Top Trending Skincare on Instagram Rank: 228
2016
United States
Founded by David Yi
Brand Type: Modern Minimalist
Top Trending Skincare on Instagram Rank: 248
2012
United Kingdom
Founded by United Kingdom
Brand Type: Apothecary Lab
Top Trending Skincare on Instagram Rank: 249
1945
United States
Founded by Albert Musher & Sidney Musher
Top Trending Skincare on Instagram Rank: 307
2017
United States
Founded by Yanghee Paik
Top Trending Skincare on Instagram Rank: 308
1996
Greece
Founded by Georgios Korres
Brand Type: Apothecary Lab
Top Trending Skincare on Instagram Rank: 316
27. Kat Burki
2013
United States
Founded by Kat Burki
Top Trending Skincare on Instagram Rank: 366
2016
United States
Founded by Jules Miller
Brand Type: Apothecary Lab
Top Trending Skincare on Instagram Rank: 375
2019
New Zealand
Founded by Emma Lewisham
Brand Type: Classy Clean
Top Trending Skincare on Instagram Rank: 379
2010
United States
Founded by Tata & Henry Harper
Brand Type: Eco Luxe
Top Trending Skincare on Instagram Rank: 397
Thank you to kind to biome!
Big thanks to Kind to Biome for sponsoring this post and sharing insights into the world of microbiome friendly cosmetics. They also provided the quotes from brands. You can find more information through their website or just contact them directly!
For more info contact leo@kindtobiome.com
Or go to their website kindtobiome.com
