The beauty industry has long thrived on personalization, but one of the newest and most innovative trends in this space is geo-targeted beauty. This concept revolves around the idea that beauty products can and should be tailored to meet the unique environmental, climatic, and geographic conditions of different regions. From pollution levels to humidity, UV exposure to altitude, a growing number of beauty brands are taking location-specific factors into account when developing products. As the demand for hyperpersonalized skincare and makeup increases, the concept of geo-targeted beauty is evolving into a lucrative opportunity for the industry.
The rise of geo-targeted beauty is a relatively recent development, driven in part by consumer demand for products that address specific skincare concerns. According to a 2023 study by Euromonitor International, there is a growing demand for brands that use locally sourced ingredients, as consumers believe that these are better suited to their local environmental needs.
In a recent study by Perspectus Global involving over 2,000 individuals in the UK, more than a third of Brits experience skin issues from air pollution. Brands have taken notice, and several have launched product lines designed to address the environmental stressors faced by their customers based on geographic location. Now, newer brands like Acaderma, founded by academic and cosmetic chemist Dr. Shuting Hu, are joining in and launching products that are geo-specific, especially countries that suffer from major blue light exposure like the US and Spain, as well as China and South Korea that are reportedly starting to experience harsh exposure. Acaderma’s Invisible Shield Defence Serum for example, is one of such products. “Products like the Invisible Shield Defense Serum are powered by 12 potent antioxidants [including alpenrose and astaxanthin] to protect the skin from free radicals, pollution, and blue light while minimizing wrinkles, skin dullness, redness, sensitivity, and collagen breakdown.”
Climate and Skin: The Science Behind Geo-Targeted Beauty
“The idea behind geo-targeted beauty is grounded in science,” R&D chemist Magdalene Ekanem says to BeautyMatter. “Different geographic locations present distinct environmental challenges that affect the skin in unique ways. For example, high-altitude and tropical climates like Africa, expose the skin to increased UV radiation due to thinner atmospheric layers, resulting in greater sun damage,” she says. This therefore necessitates products with higher SPF protection and antioxidants to combat free radicals. In contrast, coastal regions, which are often associated with higher humidity levels, lead to increased moisture retention, but also pose challenges for those with oily skins, because the increased moisture in the air triggers the skin’s sebaceous glands to overproduce oil, causing clogged pores, and greasy appearances.
According to research by Clarins, which comes from the combined Air Quality Index and Water Quality Index, the climate of a state has effects on the skin. The report stated that prolonged exposure to air pollution is linked to an increase in premature aging, hyperpigmentation, and acne, pointing at Utah, Georgia, and Arizona as the top three states with the highest forms of environmental aggressors on skin, for the United States. “The air we are surrounded by each day, the water we bathe in, and the UV rays from the sun outside can all contribute to epi-aging,” Director of Education Digital and Field Learning at Clarins Marla Ibrahim says to BeautyMatter in an email. The sun and level of pollution are reportedly becoming more aggressive as a result of climate change. “For some states, this exposure is much higher. Regardless of where [consumers] live, [their] skins will be battling against environmental stressors that can cause premature skin aging each day,” she continues, highlighting that consumers living in highly polluted urban environments, therefore, require products with ingredients such as vitamin C, niacinamide, and hyaluronic acid to neutralize free radicals and protect the skin’s barrier function.
As the geo-targeted beauty market expands, clinical testing and data-backed formulations are becoming increasingly important. According to Citrus Labs, 92% of consumers now prioritize clinically tested products, showcasing a market driven by scientific proof, and this is especially true for products that make claims about pollution protection or climate resilience. Several beauty brands are now investing heavily in climate-specific research and development. L’Oréal, for instance, partnered with Verily in 2023 to open a research lab for its My Skin & Hair Journey, a multiyear study that will help researchers better understand how factors, including environmental factors, contribute to skin and hair health over time. Their labs in Shanghai, Rio de Janeiro, and Johannesburg are dedicated to studying the effects of pollution, humidity, and UV exposure on the skin, allowing the company to develop products tailored to these specific challenges.
In addition to clinical trials, brands are utilizing big data and artificial intelligence (AI) to create personalized solutions. Proven Skincare, for example, uses AI to analyze environmental factors like air quality, UV index, and humidity levels in a customer’s location before recommending a personalized skincare regimen. As technology becomes more advanced, the ability to create hyper-targeted beauty products will likely become even more refined, offering consumers customized solutions at a scale previously unimaginable, such as the creation of a custom formula, tailored to their consumers' skin concerns and environment.
Business Case for Geo-Targeted Beauty
From a business perspective, geo-targeted beauty represents a significant growth opportunity. The global skincare market is expected to reach $200.25 billion by 2026, according to a report by Fortune Business Insights, and brands that cater to the unique needs of local consumers stand to gain a competitive edge. “By addressing specific environmental factors, beauty brands can differentiate themselves in an increasingly saturated market,” Ekanem says. Brands that adopt geo-targeted beauty strategies can also benefit from higher consumer loyalty. Research from McKinsey & Company shows that consumers are more likely to repurchase from brands that offer personalized products, with 76% of customers preferring brands that deliver tailored experiences. By creating products that are customized to an individual’s location and environment, companies can foster deeper connections with their consumers.
However, it’s not just the large beauty conglomerates that are cashing in on this trend. Indie beauty brands like Acaderma are also playing a major role in the geo-targeted beauty movement. Its Oasis Barrier Booster Serum contains Seh-Haw Ex, a concentrate that targets environmental-related skin concerns and is derived from the kinkeliba—a plant that only grows in West Africa’s Sub-Saharan region. “Environmental stressors have a significant impact on skin health, and generic products may not provide enough protection,” Dr. Hu says. Research, for example, has shown that exposure to pollutants like particulate matter and nitrogen dioxide can accelerate skin aging and cause pigmentation issues, and that generic skincare products may not contain the specific antioxidants or protective ingredients such as coenzyme Q10 (ubiquinone), resveratrol, and ferulic acid needed to combat these pollutants effectively.
In areas with heavy air pollution, for example, individuals need more than just sunscreen. They also require products with additional antioxidant protection to combat free radicals. “After years of intense research, [we were] able to extract and develop Seh-Haw EX, a patented active that amplifies kinkeliba’s natural powers by 100x. This innovative and effective ingredient reduces redness, repairs the skin barrier, and combats inflammation that causes the breakdown of collagen and elastin. In human keratinocytes, Seh-Haw EX significantly enhances cell survival rate which can be decreased by UV radiation. It also helps to reduce environmental factors generated by cellular ROS/RNS and proinflammatory cytokine secretion, to provide multiple protection to the skin barrier,” Dr. Hu adds.
As climate change intensifies, the need for geo-targeted beauty solutions may become more urgent. Extreme weather events, rising pollution levels, and shifting climate patterns are expected to exacerbate skin concerns, making it even more critical for beauty brands to develop products that address these challenges. It’s a reflection of the growing demand for personalized, scientifically backed skincare solutions that take into account the unique environmental factors consumers face.
