Skincare in its simplest form has been around for thousands of years. From its early days in ancient Egypt and Rome to its introduction in product form to the masses during the 20th century, the act and regimes surrounding skincare have been a staple for a lot longer than many think. But the skincare of the past bears almost no resemblance to the skincare products and practices of today, and this gap is only going to become more noticeable as we venture deeper into the ever-evolving digital age.

“In what feels like a matter of minutes, technology has become a part of almost every aspect of our lives,” explains Dr Vanessa Lapiner, owner of the clean beauty brand Root4, “and this has been no different for the skincare industry. The internet and the rapid pace at which digital technologies have come to life have not only transformed the way we approach skincare, but it’s also dramatically shifting the way we formulate and market it too.”

Leaning on her extensive experience in the industry, Dr Lapiner weighs in on the technological innovations and trends that she believes are revolutionising the way we see and approach skincare.

Empowering the customer

Not very long ago, the purchase of and education around skincare was very much relegated to a physical, in-person experience. If you wanted to find out what skin issue you had or what your best skincare options were, you would have needed to make your way into a store, a salon or a doctor’s room to not only have your skin assessed by a professional but to also understand what products would be available to you.

“Fast forward to today and skincare is no longer limited to the physical,” says Dr Lapiner. “We now live in a world where in minutes, you can open an app and have your face or even just a selfie analysed by powerful facial recognition technology. Through an analysis of your facial features, skin textures and undertones, these apps can suggest, in real time, a selection of suitable skincare products as well as a number of lifestyle changes you can make to improve the look and health of your skin.”

These apps and their advanced algorithms aren’t, however, just assisting the growing number of time-poor consumers in making decisions about their skincare in the comfort of their own homes or places of work, they are also adding value to the in-store experience too.

“Countless brands are bringing in augmented reality and facial recognition driven technologies to improve their customers’ shopping experiences,” says Dr Lapiner. “Via AI and smart mirrors, customers are given the chance to guide their own in-store experience and receive advice on products and routines that are tailored just to them.”

Getting hyper personal

And it’s not just shopping experiences that are tailored to the individual. Another trend that has been brought on by the digital age is the idea of personalised skincare. Using the data drawn from facial recognition apps and interactive in-store experiences, brands are now able to not only create personalised skincare routines based on an individual skin type, concerns and preferences but they’re also able to work on product customisation.

“Powered by what we know of big data and machine learning techniques,” says Dr Lapiner, “skincare brands are now able to analyse vast amounts of data, including customer preferences, skin types and product reviews to understand the needs of their customer-base better. It’s these data-driven insights that will enable businesses to continually refine their formulas, ensuring their products remain effective, relevant and more individualised.”

But personalisation in the world of skincare doesn’t stop there. The rise of wearable tech, which now often house biometric sensors, is also bringing significant advancements to skin health and general wellbeing monitoring. Many smartwatches are now being built with skin sensors that allow you to track your stress, hydration levels and even sun exposure.

“Having access to data that is collected and analysed in this fashion will allow skincare brands another avenue in which to create personalised routines that can be addressed in real time,” says Dr Lapiner. “But better that, this incredible technology empowers consumers to take proactive measures on their own to ensure their skin is kept healthy.”

Looking into the future, it’s undeniable that technology will continue to play a strong role in the skincare industry.

“Few other industries have adapted as fast to meet the changing needs and preferences of consumers, and it’s this agile and curious nature that will see many more exciting things coming from skincare in the next few years and beyond,” concludes Dr Lapiner.