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Key Beauty Trend for 2024: Adaptogenic Beauty


The beauty industry is powering products with natural ingredients and clean beauty. This is why adaptogens are a massive movement. The adaptogens market was valued at over US $10 billion in 2022, and this sector will only grow in the coming years.

Adaptogens are a specific category of plants and mushrooms that relieve stress. Beauty brands can add these adaptogens to hair and skin products to enhance the appearance and relax the user. Here are critical adaptogenic beauty trends that businesses should expect in 2024.

Table of Contents
Overview of adaptogenic beauty
Trends in adaptogenic beauty
Action points for businesses

Overview of adaptogenic beauty

To understand the significance of adaptogenic beauty, it’s necessary to explore the history of adaptogen use. Adaptogens in wellness date back centuries ago; in 3000 BCE, they were used in traditional Chinese medicine and Ayurveda. 

Today, the average consumer wants to blur the line between beauty and wellness. Beauty enthusiasts demand functional beauty products to treat tired-looking skin, all while using natural ingredients that are free of preservatives. Adaptogens can satisfy this demand while delivering results.

Trends in adaptogenic beauty

Adaptogenic beauty trends range from using a specific blend of adaptogens to innovative products. Here are the adaptogenic beauty trends that businesses can expect:

1. Turmeric

Turmeric plant next to turmeric powder

Turmeric is known as one of the healthiest spices in the world because it’s rich in vitamin B. This spice is used in traditional Indian medicine since turmeric improves joints and digestion. Turmeric also improves skin integrity, treating skin conditions like hyperpigmentation, acne, and dark undereye circles.

Brands can sell skincare kits that contain turmeric. These products can cleanse, brighten, and moisturize the skin, providing optimal results.

2. Elevated adaptogens

Woman holding a calendula flower

Elevated adaptogens are tried-and-tested natural ingredients that offer optimal results. 

Examples include chia seed powder, calendula flower extract, goji berry, licorice root extract, ashwagandha root, holy basil, tremella and reishi mushrooms, and bakuchiol. These ingredients are rich in plant-based collagen, vitamins, and antioxidants, such as vitamin B. All of these components can improve skin health.

Brands should sell products that list these elevated adaptogens as active ingredients. There are serums made with bakuchiol as an active ingredient, vitamin C eye serums, and collagen sleeping masks.

3. Adaptogens for hair and scalp

Amla berry fruit in a tree

The average consumer wants to use a mix of natural ingredients and traditional remedies to boost hair growth. Certain adaptogenic ingredients, such as amla, have been shown to prevent hair loss because amla promotes the proliferation of hair follicle cells. 

Amla berry extract is also loaded with vitamin C, an antioxidant that boosts collagen levels. Lack of collagen is a symptom of hair loss, so amla can improve scalp health and possibly induce hair growth. Since vitamin C is an antioxidant, it also prevents the oxidative stress that contributes to hair loss. These are all reasons you should sell amla hair oil to your customers.

4. Holistic adaptogens

Collection of Chinese medicinal herbs

When adaptogens first emerged in the mainstream, they were sold as wellness supplements, herbs, tea, shakes, and smoothie products. Now, this holistic approach extends to skin health. 

People care about the products they use, not just what they eat, but what they also put on their skin and hair. That’s why modern beauty enthusiasts want to use products made with holistic ingredients, such as leaf extract, ginseng, and blue spirulina.

Ginseng is an example of an ingredient that consumers demand. This short plant is an anti-aging ingredient that can improve tired-looking skin. Brands can sell hair growth products and skincare sets formulated with ginseng.

Sea buckthorn is another example. The fruit, flowers, leaf extract, and seeds all have medicinal purposes. Sea buckthorn comprises essential fatty acids, making this a powerful ingredient to use in skincare creams and serums.

Action points for businesses

Selling adaptogenic herbs in beauty may not be enough to gain sales. Businesses should follow certain action points to meet consumer demands.

Go beyond tradition

Even though adaptogens date back thousands of years, businesses must embrace innovation. Use formulas that leverage adaptogens in new ways. For example, multitasking makeup products made with high concentrations of skincare adaptogens will enhance the appearance and also treat skin conditions.


The science behind adaptogens is complex. People may want to learn more about natural beauty, but don’t know where to start. Businesses can educate customers on adaptogens, specifically their physical benefits and uses. This builds trust and will improve a business’s brand.

Adopt transparency

Using natural ingredients isn’t enough to satisfy customers. Consumers are shopping with sustainability in mind and demand cruelty-free and vegan products. They will only support businesses that abide by these principles.

The modern consumer wants full transparency from brands, knowing where businesses source their ingredients and if they source them ethically. Customers also want to know how these ingredients are used in the production process, ensuring their products are free of preservatives.

The best way to appease this demand is by offering transparency. Businesses should share where they’re sourcing ingredients and offer a look into their supply chain. This information can easily be available at a storefront or website. 


Adaptogen beauty is becoming one of the biggest trends in natural and clean beauty. 

Businesses should sell products with powerful elevated and holistic adaptogens, such as blue spirulina. Specific adaptogens, such as turmeric, are trending more than others. Adaptogens such as amla berry extract are also popular in the hair and scalp health markets, combatting hair loss and other issues.

Businesses should always know the latest beauty trends to satisfy customer demand. Continue reading the Baba Blog to discover everything happening in the modern beauty world.

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