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Top 30 Microbiome Friendly Skincare Brands Trending on Instagram


Top 30 Microbiome Friendly Skincare Brands, Images from Tula Skincare, Haeckels, Naturium, Drunk Elephant and Ren Clean Skincare

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.


Kind to Biome Logo

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

Photos from Tula Skincare and Naturium

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.



Photos from L:A Bruket and The Nue Co

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.



Photos from Dr. Jart+ and Moon Juice

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


Ren Clean Skincare

"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



Haeckels

“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



Korres

“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

Drunk Elephant, white packaging with brightly colored caps and accents.

2012

United States

Founded by Tiffany Masterson

Brand Type: Effective Actives

Top Trending Skincare on Instagram Rank: 10


Byoma, brightly colored packaging with contrasting text color.

2022

United Kingdom

Founded by Marc Elrick

Brand Type: Pop Play

Top Trending Skincare on Instagram Rank: 14


Naturium

2019

United States

Founded by Susan Yara and Ben Bennett

Brand Type: Effective Actives

Top Trending Skincare on Instagram Rank: 19


CeraVe

2005

United States

Founded by Tom Allison

Top Trending Skincare on Instagram Rank: 27


Dr. Barbara Sturm

2011

Germany

Founded by Barbara Sturm

Brand Type: Luxe Clinical

Top Trending Skincare on Instagram Rank: 33


OSEA, frosted glass with white or silver caps.

1996

United States

Founded by Jenefer Palmer & Melissa Palmer

Brand Type: Classy Clean

Top Trending Skincare on Instagram Rank: 35


Innisfree, minimalist white packaging with green colored text.

2000

South Korea

Founded by Suh Kyung-bae

Brand Type: Modern Minimalist

Top Trending Skincare on Instagram Rank: 40


The Inkey List

2018

United Kingdom

Founded by Colette Laxton and Mark Curry

Top Trending Skincare on Instagram Rank: 47


La Roche-Posay

1975

France

Founded by Angela Bennett

Top Trending Skincare on Instagram Rank: 63


Beekman 1802

2008

United States

Founded by Josh Kilmer-Purcell & Brent Ridge

Brand Type: Classy Clean

Top Trending Skincare on Instagram Rank: 108


Dime

2018

United States

Founded by Ryan & Baylee Relf

Brand Type: Luxe Natural Organic

Top Trending Skincare on Instagram Rank: 118


Moon Juice

2012

United States

Founded by Amanda Chantal Bacon

Brand Type: Modern Minimalist

Top Trending Skincare on Instagram Rank: 132


Dr. Jart+

2005

South Korea

Founded by ChinWook Lee

Brand Type: Effective Actives

Top Trending Skincare on Instagram Rank: 139

15. Ren Clean Skincare

Tula Skincare, monochrome bright blue packaging

2013

United States

Founded by Dr. Roshini Raj

Top Trending Skincare on Instagram Rank: 163


Ren Clean Skincare, glass packaging with orange or green accents

2000

United Kingdom

Founded by Rob Calcraft

Top Trending Skincare on Instagram Rank: 167


Peter Thomas Roth

1993

United States

Founded by Peter Thomas Roth

Brand Type: Effective Actives

Top Trending Skincare on Instagram Rank: 178


Nuxe

1989

France

Founded by Aliza Jabès

Top Trending Skincare on Instagram Rank: 180


Allies of Skin, monochrome packaging, different colors for different products, simple typography.

2016

Singapore

Founded by Nicolas Travis

Brand Type: Effective Actives

Top Trending Skincare on Instagram Rank: 186


Murad

1989

United States

Founded by Howard Murad

Brand Type: Luxe Clinical

Top Trending Skincare on Instagram Rank: 209


L:A Bruket, classic apothecary style packaging

2008

Sweden

Founded by Mats Johansson

Brand Type: Apothecary Lab

Top Trending Skincare on Instagram Rank: 219


Pipette, monochrome pastel green and pastel blue packaging with navy text.

2019

United States

Founded by John G. Melo

Top Trending Skincare on Instagram Rank: 228


good light

2016

United States

Founded by David Yi

Brand Type: Modern Minimalist

Top Trending Skincare on Instagram Rank: 248


Haeckels, minimalist packaging, modern apothecary style, gen z green boxes.

2012

United Kingdom

Founded by United Kingdom

Brand Type: Apothecary Lab

Top Trending Skincare on Instagram Rank: 249


Aveeno, cosmetics products with soft pastel green accents.

1945

United States

Founded by Albert Musher & Sidney Musher

Top Trending Skincare on Instagram Rank: 307


Rael

2017

United States

Founded by Yanghee Paik

Top Trending Skincare on Instagram Rank: 308


Korres, clear glass, colored glass or white packaging with apothecary style typography.

1996

Greece

Founded by Georgios Korres

Brand Type: Apothecary Lab

Top Trending Skincare on Instagram Rank: 316


Kat Burki, dark green glass or uncolored frosted glass packaging with silver caps.

27. Kat Burki

2013

United States

Founded by Kat Burki

Top Trending Skincare on Instagram Rank: 366


The Nue Co, brown glass packaging with white text in a modern apothecary style.

2016

United States

Founded by Jules Miller

Brand Type: Apothecary Lab

Top Trending Skincare on Instagram Rank: 375


Emma Lewisham, violet packaging with pink typography and silver caps.

2019

New Zealand

Founded by Emma Lewisham

Brand Type: Classy Clean

Top Trending Skincare on Instagram Rank: 379


Tata Harper, green packaging with gold accents

2010

United States

Founded by Tata & Henry Harper

Brand Type: Eco Luxe

Top Trending Skincare on Instagram Rank: 397



lifestyle images from Nuxe, Tata Harper and Kat Burki, they all have dark green packaging.

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



Kind to Biome Logo


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Jennifer Carlsson
The Beauty Brand Expert

I'm Jennifer Carlsson, a 30 year old strategy consultant, competitive market researcher, data analyst and designer from Stockholm, Sweden. I know more about more beauty brands than anyone else and I'm an expert in what it takes for beauty brands to succeed.
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