Staying Relevant And Being Inclusive Within An Evolving Category 

Credit: Tania Te Ata Photography

Kamryn Wynyard Creative Director, KawaCure

Karmyn Wynyard, creative director of KawaCure, has seen trends, preferences and innovations emerge in the beauty and hygiene category, which she dubbed continually evolving. 

Consumers are more often seeking products with natural and clean ingredients, with sustainability as the core motivation behind this growing consumer consciousness. There has been a particular focus on eco-friendly packaging to reduce the environmental impact of beauty products. 

This drive for sustainability has resulted in brands adopting minimalist and recyclable packaging to reduce waste and appeal to consumers' demands. 

Another significant trend amongst consumers is the concept of beauty from within. Nutri-cosmetics, supplements and products that promote inner health for outer beauty have become increasingly popular. 

With the increased trends of personal health and hygiene, there has been an increase in men's grooming products, with the market expansion driven primarily by a growth of interest in skincare and self-care amongst men. 

The global focus on wellness and self-care during the pandemic has also influenced this category and the beauty category as a whole, as these have become part of consumers' daily lives as small indulgences and luxuries during times of stress—products that promote relaxation and stress relief are leaders for this movement. 

Transparency of products and ingredients sourced to craft them has become essential to consumers as they have become more knowledgeable and interested in the ethics of the products they use and consume. This has led brands to detail information and ingredients of formulations on product packaging. 

"The demand for organic, sustainable, and ‘free-from’ beauty products has grown significantly. Consumers have become more discerning and are willing to pay a premium for products aligned with their values," said Wynyard. 

Ecommerce sales and direct-to-consumer has been pivotal for independent beauty brands such as KawaCure to connect with and sell niche and unique products to consumers. 

Wynyard said that these trends continue to evolve and are driven by changes in consumer preferences, environmental concerns, technological advancements, and the global economic landscape. 

KawaCure actively aligns itself with consumer trends, leading by example for areas of concern for consumers, including ingredient transparency, clean product formulation, and sustainability. KawaCure uses native plants and herbs in products and eco-conscious packaging, and it cares about ethical sourcing, consumer education, inclusivity, and diversity. 

Wynyard explained that KawaCure uses traditional Māori medicine, also known as Rongoā Māori, that has been passed down through the generations. Inclusivity across the category is something that Wynyard said should be a priority for brands. 

KawaCure also places its customers at the centre of its operation, aligning itself with consumer needs and preferences and taking on consumer feedback to grow and develop. 

For the future, Wynyard predicts that the demand for organic, sustainable and 'free-from' products will continue to be a prominent and evolving trend in the beauty industry. Brands that place these values at the heart of their operations with a willingness to evolve with consumers will have an advantage and will continue to succeed within the market. 

However, sustainability, while being a key area for brands to utilise, will also pose some of the most significant challenges for brands as the pressure to adhere to reducing environmental impacts through product formulation and packaging can be costly and complex. 

Secondly, supply chain disruptions through global economic events will also challenge brands as sourcing, transportation, and production could impact product availability and pricing. 

The saturation of the beauty market is another challenge. Market saturation could make it difficult for new entrants to gain a foothold. In contrast, established brands must innovate to maintain a competitive edge. 

Finally, while evolving trends provide opportunity, predicting the category's future and what preferences consumers will lean towards can be hard to predict and, therefore, hard to cater to and follow through on. Wynyard said that keeping a close eye on what is happening in the market was key to staying relevant. 

KawaCure's philosophies and operating methods reflect KawaCure's dedication to Tikanga, principles that also align with evolving consumer values and expectations, making KawaCure and its practices a valuable guide for the beauty industry.

Read more about the future of the beauty industry below!