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Body Care as the New At-Home Device Frontier

October 4, 2022
October 4, 2022
Foreo

At-home devices mean big business, with the global at-home device market expected to grow by 20.4% until 2030. The UK e-tailer of such a device, CurrentBody, recently received a £5 million investment from NVM Private Equity. Former Foreo CEO Paul Peros is betting on the category with his new beauty technology company Réduit, focusing on delivering highly concentrated versions of actives to the skin and hair through high-tech gadgets, equating to better results in less time, with less waste—a further testament to the symbiotic relationship between the future of technology and beauty. It’s also a natural evolution of the increasingly derm-grade level of body care which began emerging in 2020, as consumers seek the same level of innovation for the skin below their neck.

Selfridges and The Future Laboratory have been big proponents of the concept of tech-driven wellness practices, and with many seeing their personal care routines as an opportunity for mindful moments, at-home devices will help bring the results of that routine to the next level, be it through an electric body brush that offers deeper exfoliation and increased blood circulation, or a pulsating device which can drive product deeper into the epidermis for maximum product efficiency.

“Thinking about the body as a holistic being, sometimes women don't even apply anything below the jawline: our neck, décolleté, hands get forgotten. We have all this breathable surface that is dealing with environmental issues, allergies, everything we are having to deal with in the world today. I think it would be wise to start to incorporate brushes that will encompass all of our skin, just not some of it,” says  Anisa International and Anisa Beauty founder Anisa Telwar-Kaicker. Anisa Beauty has an extensive range of tools designed to apply skincare treatments to both the face and body, ensuring less product waste (and mess) with more hygienic practices.

Aside from a hands-free application, for clients wanting to get the most value out of their skincare, such tools can be a worthwhile investment. “Devices increase the efficacy of products and, depending on the device, results may be faster than skincare only,” renowned aesthetician Joanna Czech, who is an avid user of the LYMA cold laser, tells BeautyMatter.

“If you look at the levels of digitalization from five years ago to now, incredible work has been done even by the most traditional companies that you can imagine.”
By Paul Peros, Founder, Réduit

The UK-based company WellTech recently made its technology, which can help with medical issues like rebuilding cartilage and healing tendons, available for at-home use on the face and body. It is the first clinic-grade skincare laser of its kind to be cleared by the FDA for this purpose, a feat which took 18 months to complete. The LYMA Laser’s infrared laser beam doesn’t damage cells like traditional lasers, which use the stress/damage response to produce results, making it suitable for all skin types and tones. “We’re seeing huge diversity in the demographic of customers. The LYMA Laser is the first laser suitable for people of all skin tones and tackles more skin conditions than any other cosmetic device on the market, be it signs of ageing, rosacea, scars, pigmentation and more, and these are concerns that can impact customers of any age,” founder Lucy Goff comments. With WellTech’s annual industry value measured at $4.2 trillion, this innovation is certainly being met with a diverse and eager-to-invest customer base.

Foreo’s recent Luna 4 Collection marked the brand’s first foray into the world of body care, the launch party for which took place in the metaverse, with the collection launching as an NFT before the device hit the market. The range’s food-grade silicone devices, which are 35 times more hygienic than nylon bristles, use T-sonic pulsations to improve lymphatic drainage, increase product absorption, and also tackle issues such as body acne, cellulite, and keratosis pilaris. With an adaptable brush head, the device can better maneuver the curves and contours of the body.

“We wanted to offer consumers the option to customise their routine. To literally take the ‘power into their own hands’ and elevate their cleansing routine to the next level—the entire body!” proclaims General UK Manager at Foreo, Boris Raspudic. “Our customers were actually the ones requesting a body device for years as they already understood the benefits of Luna and cleansing. Therefore, when we created Luna 4 Body, we knew that we would be able to make our customers look and feel good in their skin, but we also believe that with this device will also give them health and wellbeing benefits as well."

As for the customers buying these products, Raspudic identifies the demographic as "predominantly females in their late teens to 50+ who have an interest in beauty and self-care. But also those who want an alternative to invasive surgery, but with the same results. Therefore, they might be someone who regularly visits spas and clinics for facials and treatments and are wanting to maintain their professional treatments in the comfort of their homes in between appointments."

Amidst an exciting new option of technologies and formats, the boom in body care devices shows no signs of slowing down. “If you look at the levels of digitalization from five years ago to now, incredible work has been done even by the most traditional companies that you can imagine,” Peros told BeautyMatter. “So, I’m pretty sure we will see some of the old guys in some completely new and exciting formats as well, not just the arrival of novel players and new companies and completely new solutions.” Raspudic adds: "We will see more of a demand for at-home devices, especially as the demand for self-care and personalised skincare rises. In the near future, it will be the norm to see more functions such as LED, massage functions, microcurrent, etc., all combined into one device for customer convenience and ease." Whether it’s an established player or new market entrants, everyone is looking for a high-tech upgrade.

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