As the ‘no make-up’ look continues to dominate in searches & tutorials, the reported ‘death of foundation’ may still be an exaggeration. Figures from market research firm The NPD Group reported that unit sales of prestige make-up products declined by 20 percent in 2022 from January to the end of August, compared to the same period in 2019; foundation was one of the casualties. Despite an initial bounce back in beauty sales post-pandemic, the make-up sector has been adversely impacted by the swell of competition in the marketplace, the cost-of-living considerations for consumers seeking value alternatives and a demand for smarter, multi functional products.
Yet figures from Statista predict that the global e-commerce market for health and beauty is set to reach almost $450 billion by 2027.
Premium retail is part of the growth pattern, luxury retail sector is growing with Harrods, and brands like Hermes and Moncler all reporting sales increases in the last 12 months.
Developed by experts outside the traditional skincare industry – longevity doctors, dermatologists, plastic surgeons and biochemists – LYMA highlights that it has harnessed scientific research and created a completely unique formula. The brand insists that efficacy will be achieved in the combined use of both products
Traditional skincare is typically formulated with a 20:80 ratio of water to actives. Lyma boasts that theirs is the first formulation with 80:20 ratio of active ingredients to water. The formula is vegan-friendly and free from sulphates, parabens and fragrance.
Lucy Goff, the female founder of LYMA, emphasizes the futility of solely addressing surface-level signs of ageing.
“You are fighting a losing battle if you only tackle the surface level signs of ageing. In an industry saturated with endless products designed to tackle a limited number of concerns, consumers are left to create their own protocols, often mixing actives and brands that are incompatible, or at worst, cancel each other out. The LYMA Skincare Serum and Cream, have been designed to work together, simplifying the consumer’s routine to deliver genuinely remarkable results.”
In a 12 week clinical trial of 50 people aged between 30 and 65, 72% of participants reported an improvement in skin hydration, while 51% reporting an improvement in skin firmness. However, some beauty experts still wait to be convinced of the promised results. Rosie Green, beauty expert at You Magazine shares her opinion:
“’Is it worth it? Well it’s subjective. Personally, if it’s just about hard results, I think probably not. But as we know with beauty products it’s about so much more than that. Like how they feel to use, the joy of having something precious, how it plays into your sense of self.”
Available exclusively at the Lyma website the skincare collection is now available.
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