In recent years, the worlds of wellness and skin care have collided, as consumers have become more conscious and considerate of not just what they’re putting in their bodies, but also what they’re putting on their skin.

When it comes to the tanning industry, the trend toward clean and natural ingredients has been apparent for years in the offerings from our industry product manufacturers. Now, while that trend continues to be prevalent in both skin care and the broader wellness industry, a different development in consumer preferences is coming into focus.

According to a report from multinational strategy and management consulting firm McKinsey & Company, “Last year, we saw consumers begin to shift away from wellness products with clean or natural ingredients to those with clinically proven ingredients. Today, that shift is even more evident. Roughly half of UK and US consumers reported clinical effectiveness as a top purchasing factor, while only about 20 percent reported the same for natural or clean ingredients.”

In reference to beauty products in particular, the report shows that 52 percent of consumers reported clinical effectiveness as a top purchasing factor, while only about 20 percent reported the same for natural or clean ingredients. That means, that while clean and natural ingredients are still important, ingredients that are proven to provide the results customers want are a higher priority.

Today, tanning product manufacturers have certainly embraced this trend as well, with a more predominant focus on utilizing and highlighting clinically proven ingredients. Clinically proven ingredients are those that have undergone rigorous scientific research and testing to demonstrate their effectiveness in addressing various skincare concerns. These ingredients are often backed by clinical trials, which provide quantifiable data to support their claims. Examples include retinol for anti-aging, salicylic acid for acne treatment, and hyaluronic acid for hydration.

One of the driving forces behind the popularity of clinically proven ingredients is the desire for visible results. In an age where instant gratification is the norm, consumers are increasingly seeking skincare solutions that deliver noticeable improvements in their skin’s appearance and texture. Clinical studies offer reassurance that the products they invest in are not only safe but also capable of delivering the promised benefits.

Moreover, the rise of social media and influencer culture has contributed to the proliferation of skincare trends and recommendations. Consumers are inundated with product endorsements and before-and-after photos showcasing the transformative effects of certain ingredients. As a result, there is a growing emphasis on evidence-based skincare, with consumers gravitating towards products with proven track records of success.

Another factor driving the popularity of clinically proven ingredients is the convergence of skincare and wellness. As people become more conscious of their overall health and well-being, they are increasingly viewing skincare as an essential component of self-care. This shift has elevated the importance of using products that not only make skin look good but also contribute to its long-term health and resilience.

At the salon level, the important practical consideration relating to this trend is how you present your tanning and skin care products to customers. Your product manufacturers are utilizing clinically proven ingredients to ensure that their products are highly effective, but you still have to get customers to give them a try and experience the benefits. So, instead of simply knowing the ingredients in a product as well as the benefits, it may be becoming increasingly important and beneficial for salon owners and staff to be prepared to speak to the research that backs the effectiveness of a product’s active ingredients.

As the industry continues to innovate, it’s likely that we’ll see further advancements in skincare formulations that marry the best of both worlds: clean ingredients with proven effectiveness.