42% of consumers state that using overly strong or unsuitable products has been the primary reason for experiencing negative skin reactions. So, how to benefit from the recent move towards kind skincare as a brand?

Swedish brand ACO works to develop trustworty, science-backed effective skincare at an accessible price point. The portfolio is broad, offering products to strengthen the skin barrier and protecting it in the demanding Nordic climate.

– For several years, we have observed a concerning trend of overcomplicated and often invasive or overly aggressive skincare routines, which, in some cases, can even be harmful to the skin, damaging the skin barrier. What’s even more alarming is that we have seen this happening in increasingly younger age groups, including pre-teens and teenagers. As a response to this, we introduced age recommendations for our more advanced products, says Monika Werthén (pictured), Nordic Marketing Director.

The brand has also launched a special informational guide designed to help parents navigate skincare for children and young adults, aiming to educate about skincare, helping young consumers—and their guardians—understand which products to use and, more importantly, which ones to avoid. 

– We know from our report Swedes and Skincare 2024 (Svenskarna och huden 2024) that a majority of Swedes (62%) find it difficult to navigate the vast selection of skincare products, and as many as 42% state that using overly strong or unsuitable products has been the primary reason for experiencing negative skin reactions.

According to Werthén, the shift towards simpler and gentler skincare has emerged as a direct response to this growing awareness. 

– Consumers today are looking for effective yet mild skincare solutions, as they become increasingly overwhelmed by 10-step routines and overly complex regimens promoted by many brands. Instead, they are prioritising products that strengthen the skin barrier, support long-term skin health, and work in harmony with the skin rather than against it.

How will this development continue, you think?

– We believe that consumers are becoming more aware of the need for simpler, more gentle and selective brands and products, as well as the fact that premium-priced products are seldom superior to more reasonably priced ones. Consumers in the Nordics in particular also want vegan products that are not tested on animals, as well as products that have a firm commitment to sustainability both in terms of ingredients and packaging. Additionally, we see a growing preference for fragrance free skincare products.

– We will see that consumers want effective yet gentle products that truly hydrate and care for the skin. They will increasingly expect brands to provide balanced and non-pushy skincare recommendations—not driven by selling as many products and steps as possible, but rather by promoting simplicity and real results.

– As consumer shopping behaviour continues to shift towards a more digital, e-commerce-oriented reality, the brand experience needs to be seamless. Today, you can shop at your local pharmacy or grocery store, but also during your commute, from your sofa, or even while watching your favourite Netflix series. This means that people now expect their favorite brands to be available at their fingertips—across stores, pharmacies, and beauty retailers of their choice. It’s one of the key reasons why we decided to expand the ACO brand to two leading beauty retailers, Lyko and Kicks, in Sweden at the beginning of this year.

What other emerging beauty macro trends do you see coming? 

– Besides the growing demand for simplicity and the desire to reduce overly complex routines while still maximising skin health, we can see that the ‘effective yet gentle’ trend is here to stay. More and more consumers with skin impurities are looking for solutions that effectively target breakouts while also being kind to the skin barrier.

– We are also seeing a rise in more targeted anti-aging products, as aging skin comes with a variety of different needs. Consumers are increasingly seeking solutions for pigmentation, reduced elasticity, age-related dryness, and even signs of aging influenced by sugar consumption.

– The rise of dermalogical skincare has definitely impacted our industry but also our consumer. What we see is that the most trusted sources of information when it comes to skincare is still the pharmacy staff and dermatologists, thus, they continue to hold influential positions in the skincare industry.