As the world enters the “junior year” of the pandemic, acne is taking center stage in skin care. Products that are accessible and affordable are what’s resonating best among the masses, and luxurious textures and refined experiences are being sought out to treat skin. Fact: acne does not discriminate. Consumers of all ages, including those with mature skin, are dealing with the skin affliction.

“Whether you’re a teen who’s breaking out or an adult with dry skin, acne is very real,” said Lauren Chan, Sweet Chef Director of Marketing. “It’s something that’s top of mind for many people.”

On the hunt for the next acne fighting breakthrough, people are investing in active ingredients that offer scientifically proven results, said research firm Trendalytics. Consumers also don’t want the negativity or stigma usually associated with acne. ‘We’re all human after all,’ is the general sentiment.

As acne continues to be a concern among consumers, new launches from Sweet Chef, Starface, and Elemis are geared toward a wide group of demographics. From hydrocolloid patches in fetching shades and patterns, to clarifying washes and serums, CEW Beauty News caught up with brand marketers to learn what consumers want now, why acne is so hot, and of course, what differentiates their items from a sea of same.

Normalizing acne is one of the biggest moves—and differences—to hit the category in recent time. Skin care brand Sweet Chef is leading this charge with a focus on acne positivity via social media campaigns and influencer partnerships.

“We’re about making real skin and acceptance come to the forefront,” said Sweet Chef Director of Marketing, Lauren Chan, who has partnered with @skinl0ve, @diaryoftroubledskin, and @taylor_unfiltered. “We thought about that with all the people we’re partnering with, in the sense that it feels very much like real skin, and skin neutrality and skin positivity.”

The brand’s newest products, which launch January 31, are designed to address the full lifecycle of acne using salicylic acid, carrots, and ginger. The Carrot Ginger + Salicylic Acid Pore Cleanser is non-drying, non-irritating, and designed to soothe irritation, gently treat blemishes, while brightening uneven skin tone over time for balanced skin. The Carrot Ginger Blemish Rescue Patches feature hydrocolloid infused with the three key ingredients for targeted treatment.

According to Lauren, “We had partnered with a dermatologist to test the line beforehand, and he loved it in the sense that we were pairing it with salicylic acid and veggies to create this non stripping super gentle but efficacious formula.”

Lauren said Sweet Chef formulas and accessibility are what differentiates the brand from competitors. The line’s products are all under $25 and are sold in Target, both in store and online.

A rising star in acne is Starface, known for its bright yellow, star-shaped hydrocolloid acne patches. On January 26 the brand is launching a Valentine’s Day pack, which includes 32 Hydro-Stars priced at $12.99, and a bundle, which includes three packs, for $35.07, available for purchase on starface.world. To best serve acne consumers, Starface listens and responds to their community as a top priority.

“We’re excited for Hydro-Hearts to further our message of destigmatizing and normalizing the acne experience,” said Kara Brothers, Starface President and General Manager. “Not only are they effective, but Hydro-Hearts also spread love and positivity every time you wear them.”

Kara pointed out that acne is something most people on the planet deal with. “Historically, skin care brands have perpetuated negative stigmas around acne through aspirational imagery, messaging, and products that promise to eliminate these ‘imperfections,’” she said. At Starface, the goal is to turn a negative situation into a positive by creating products that transform pimples into a moment of self-expression. “Our lineup of skin care essentials help alleviate the stress and stigma that have often come with the acne experience,” Kara said.

Hearts have been the most requested pimple patch shape from Starface consumers, hence the new launch.

“Hydro-Hearts is the first drop in our new category of seasonal, limited-edition pimple patches that we will be exploring throughout the year,” said The Hydro-Hearts come in a variety of pastel shades and feature a cute Valentine’s Day message. The outer packaging is made to look like a Valentine’s Day card.

Hydro-Hearts are made with 100 percent hydrocolloid to help absorb fluid, reduce inflammation, and shrink pimples overnight. They help speed up the acne healing process and also serve as a gentle reminder to avoid skin picking.

This month, British beauty brand Elemis launched a new Clarifying Clay Wash and Clarifying Serum. The wash is a deeply cleansing clay emulsion to help clear the pores of dirt, excess oil, visible pollutants, and impurities. It works for oily, combination and normal skin types. The serum is a lightweight, soothing serum that targets blemishes, blackheads, congestion, excess oil, and visible pores.

“Lockdown-induced stress and environmental changes are causing unexpected (and unwanted) acne issues for people of all ages and skin types across the globe,” said Elizabeth Genel, Elemis SVP, Global Digital Education and Training.

Elizabeth noted that Covid, and the way the population has been living their lives for the past two years has created acne and blemish concerns for people of all ages. “Studies have shown people who have dealt with acne report feeling symptoms of depression, and Elemis is here to help,” she said.

Previously, acne products were marketed exclusively to a younger demographic. “Teenagers with oily skin and breakouts were looking for products to dry out their breakouts and leave their complexions feeling squeaky clean,” Elizabeth said. “It was not unusual for acne products to strip the skin, leaving it feeling uncomfortable and looking dry, and leaving it looking and feeling more irritated.”

Now, consumers of all ages, including those with mature skin and drier skin, are dealing with acne. “They are looking for luxury textures and experiences to treat their skin,” Elizabeth explained. These consumers need formulas to take a gentler approach to help clear their skin. “They are looking to improve the look of skin over time, not just spot treatments to dry out a blemish, but products that will target blemishes, the pigmentation they leave behind, blackheads and the look of pores,” Elizabeth said.[/vc_column_text][/vc_column][/vc_row]