Pretty Personalised

One-size-fits-all skincare is fast becoming a concept of the past, as research has shown that 75 percent of us are using the wrong beauty products for our skin. Here, we unveil six brands that are shaking up the customised skincare business.

- Clara Siew​

It’s great to have so many options on the market when it comes to skincare, but finding the right one for your skin type isn’t as straightforward as it seems. According to Mintel’s Beauty Online market research report last year, over 50 percent of women are overwhelmed by the vast categories and types of products available. Filtering the good from the bad just takes too much time and money, and then there’s the risk of skin inflammation and adverse reaction to unidentified chemicals and ingredients.

Accessible customised skincare, in its various forms, isn’t just a passing fad. “How we deliver personalisation for a mass audience is a big talking point for everybody in the industry. And it’s not going to go away anytime soon,” said Dr. Jo Watson, No7 Colour Scientist for Boots UK. In the past, skin was merely categorised into three types – dry, oily or combination. This one-dimensional blanket approach just won’t do anymore. Everyone’s skin is different, with unique needs that change over the course of life, from exposure to different environments.

Skin therapist Amy Erbacher agrees that an individualised approach is now the way to go after dealing with so many “confused” skin types in her practice. “I’m seeing more people with sensitised skin. People self-diagnose through the internet or beauty counters, thinking they have a particular symptom, when it may be something internal. Or they could be applying a product with ingredients too harsh for their skin (like fragrances, colour agents and preservatives),” she explained.