Anti-pollution claims strengthen emerging facial powder niche

By Natasha Spencer

- Last updated on GMT

Anti-pollution claims and facial powder
As facial powders have been tipped as the next big thing in the multifunctionality trend, Mintel explains how brands are utilising anti-pollution packaging claims and natural ingredients to boost their popularity.

Facial powders, often marketed as ‘loose’ or ‘finishing’ powders, are drawing supporters from all over APAC as consumers use powder products as the final part of their daily beauty routine.

They typically play a supporting role to make up and are used to complement other conventional cosmetics items including foundations, creams and concealers.

Particular about pollution

In China, for example, concerns relating to pollution and the environment, such as PM2.5, vehicle exhaust and second-hand smoke are growing. These worries have led to consumers demanding transparent claims relating to anti-pollution protection on their products, which are heavily backed by research and development findings.

Consumers are no longer satisfied with traditional skin care and cosmetics-related benefits like moisturising and antioxidant claims, but instead, demand specific anti-pollutant claims that “better resonate”​ with their needs.


Additionally, it is not enough for brands themselves to adopt an anti-pollution message as part of their marketing. Now, brands’ individual product offerings should outline how they specifically work, alongside other benefits, to tackle the detrimental effects of pollution on the skin or hair.

Japanese company, Mary Quant Studio, recently released its Day to Night Powder, which claims to provide protection against tobacco smoke and dust, while brightening the user’s overall complexion. It also contains moisturising ingredients and vitamin C derivatives to naturally conceal imperfections and help overcome dryness.

Living naturally

Natural, botanical ingredients, ranging from superfoods to flowers, are also being emphasised in product descriptions to present the idea of natural positioning and facial powder efficacy.

As pollution is such a critical concern for consumers throughout APAC and particularly, in urban cities, the environment should be a focal point for claims and marketing, with brands reiterating convenience and easy re-application in heavily polluted areas.

Mintel reports that, to date, facial powders “have so far achieved only moderate success in China with over 25% penetration”.

Tailored for occasions

However, it also states “that their usage more than doubles when preparing for special occasions”.

For example, Makanai Cosme Sakura Cherry Blossom Silk Translucent Loose Powder contains silk and golden leaves to create “an elegant shimmer”. With fermented rice bran, camellia oil and licorice root extract as key ingredients, it appeals to consumers looking to utilise a natural product for one-off events.

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