A Conscious Consumer's Guide to Skincare Trends and What Really Works.
From Murder Mysteries to Modern Skincare: The Botox Journey:
I am a huge fan of murder mysteries, and in one of the most recent books, The Trial by Rob Rinder, the murder weapon was Botox. This reminded me of the early Botox days when all I could ever remember hearing was that Botox was snake poison, which I now, along with many reliable sources, can confirm is not true; it was just part of one of the crazier urban legends out there. It was only in the mid-2000s that Botox became a cultural phenomenon and a beauty norm. But how did this happen? Why is it that something initially used for the treatment of eye conditions like crossed eyes (strabismus) and eyelid spasms (blepharospasm) became such a commonplace beauty practice? This journey, and our own at AYA Natural Skin in discovering that raw fermented papaya was a genuine breakthrough for our AYA Balm, a hard-working, multi-tasking product, makes me wonder: how can we, as conscious consumers, truly determine for ourselves whether the latest skincare trend is a passing gimmick or genuinely here to stay.
In the case of Botox, its consumer acceptance evolved with the FDA's approval in 2002 for cosmetic use, which established credibility for its safety and effectiveness. This was compounded by its non-invasive nature, minimal downtime, and the perceived natural age-defying results. And I use the word perceived, as there is nothing natural about not ageing. As well as the growing openness of celebrities and public figures about their use of Botox and the rise of the concept of "preventative Botox" by visual-centric social media influencers.
My Vogue-Inspired Reality Check: Trends to Leave Behind:
I have never been a vogue girl. Maybe in my 20s, I was a delusional optimist, but the reality of it has firmly settled in, as has the okayness of it all. Aspiring to something that no longer has any appeal and never really did is something that getting older allows me to settle in a lot more comfortably. Anyway, the real question is how I ended up reading an article titled '5 of 2024's Worst Skincare Trends, According to a Dermatologist,' posted in Vogue. For me, it's all about what's happening in skincare and how we navigate the plethora of beauty trends, deciding which ones to engage with and which to sidestep completely. Hence, I read the article.
The first thing to leave behind is the term ‘medical grade’, and this one I found hilarious, considering the murky and muddy waters of terms like organic and natural skincare. The term medical grade is just a term suggesting that a product’s claims are clinically proven. However, it is merely a marketing construct with no actual medical or regulatory significance, similar to the term 'natural,' which lacks regulatory or governing bodies verifying the naturalness of the product.
Then there is the ‘Botox in a bottle’ which needs to be left behind. Vogue wrote unequivocally that you cannot get Botox-like results from skincare products, simply because Botox works by blocking nerve signals to muscle, and this is simply not possible through a topical skincare product. But you seriously have to love a good magazine with less than consistent positions because they go on to write an article in 2025, again questioning if Botox in a bottle is real, and then listing their top fifteen products that deliver these effects.
This one I did love, when Vogue wrote about the absolute essentialness of listening to your skin, which is something we constantly encourage at AYA Natural Skin. Here's the deal: retinol and retinoids aren't for everyone, and the reality is that many people experience irritation and discomfort when using them. The pressure from generally inexperienced and untrained beauty influencers to use retinol and retinoids has reached a fever pitch, often overriding common sense and driven, undoubtedly, by significant financial incentives.
The next trend to leave behind in 2024 was the special deals on injectables. This one had me gobsmacked. My ten-cent piece here is that this is a trend that should always be left behind, not only in 2024. The idea of injectables doesn't make me feel warm and fuzzy on a good day. Added to that, a special deal? Well, that just makes me run for the door, any door to be quite honest. The reality is that there is no other way to look at injectables other than as a medical treatment, and medical treatments come with considerable responsibility and require skilled application. The idea of a cheaper deal on injectables is not a reliable indication that quality and safety are the top priorities of this deal.
The final trend Vogue suggests leaving behind is DIY sunscreen, and this one is more nuanced for me. It's about where you stand in your own health beliefs and what is important to you and your skin. Growing up in South Africa, with its beautiful blue skies and magnificent sunshine that beats down more intensely on some days than others, I have learnt that sunscreen is an absolute essential. At the same time, I know there are ingredients in sunscreens that I am not a fan of, so I am very particular about which brands I choose to use. The reality is that SPF formulations are complex, and precise formulations are a prerequisite. So, while I am generally a great DIY skincare advocate and enjoy the wonders of kitchen ingredients, sampling, and experimenting, let me be unequivocally clear: DIY sunscreen is not one of them.
Separating Gold from Gimmick: Your Conscious Filters
So, how do we know if a trend is here to stay, whether we should try it or if it is a latest, greatest, soon-to-be-forgotten and never-used-again trend? There are a few things to think about when looking at a skincare trend.
1. Is it backed by Science?
One of the first things that always comes up is whether this trend is backed by science and what kind of research has actually been done. This is very different from the slogan “medical grade” I wrote about earlier; this is about the actual scientific research and trials that have been done. It can get a little sketchy because medical research is driven by funding, and not all ingredients have a financial longevity to them, especially if you can whip them up in a DIY skincare moment. However, if you are looking at the staying power of a trend, then researching the scientific research is always worthwhile.
2. Does it Have a Safe History?
Something I always look at is the history or story of an ingredient, has it been used before, and how did that turn out? A perfect example is Venetian ceruse, used in the 16th and 19th centuries. It was a skin whitening cosmetic (heads up, anything with lightning or whitening or changing the natural tone of your skin is an immediate deal breaker for me), which caused severe lead poisoning, causing neurological damage, digestive issues, anaemia and infertility as well as severe skin damage and damaging discolouration. So, even if an ingredient has been historically used, it doesn't mean it is automatically a good thing.
3. Does it Address a Real Skin Concern?
Another aspect to consider is whether this trend addresses a very real, common skin concern. Does the product or brand deal with actual skin issues, like skin hydration, acne or skin sensitivity? Here again, for me, it is a layered discussion. I don't regard ageing as a skin concern; it is a natural part of the life cycle that we experience. We are born, we grow, we live, and we age. No one gets out of this alive. Premature ageing, however, is a skin concern because, while the reality of ageing is fundamental to our existence, not taking care of one's skin, health, and wellbeing can lead to premature ageing, which is entirely unnecessary. Whenever I see a person experiencing normal skin ageing, my suggestion is to moisturise, hydrate, nourish, and celebrate. Pamela Anderson, the hero we never knew we needed, is a guiding light here. However, this is a very personal choice.
4. Does it Deliver Tangible Results?
Finally, when evaluating the endurance of a trend, the best place to look ultimately is whether the product or ingredient delivers tangible and noticeable results. Does the product or ingredient truly work and do what it says it does? The questions to ask are: has this product or ingredient worked on living people, and is there user experience to verify this, can you see the improvements on the person's skin? The reality is that if an ingredient or product that is part of a trend proves effective, it will gain its own momentum and organic popularity. The proof, as the old proverb says, is always in the pudding – or more accurately, in the eating! To know the efficacy of a product or ingredient, we either need to try it ourselves or see the results of someone who has tried it. The proof, as the old proverb says, is always in the pudding – or more accurately, in the eating!"
Cut Through the Noise, Find Your Gold
When something sounds too good to be true, it generally is; that is just a realistic viewpoint. The dangers of viral marketing and the noise of social media are that they often focus on creating a buzz. As conscious, aware consumers, it is crucial for us to look beyond the hype to see what the actual benefits are and whether they exist. So, the next time you're scrolling through your feed, bombarded by the latest "must-have" product or technique, remember to pause and check in with yourself. Have a few questions in your mind that you want to answer for yourself. At AYA Natural Skin, we look to our AYA Balm, with its naturally potent fermented papaya, which over the years has consistently delivered results that answer our guiding questions. Ultimately, you know for yourself, and your skin, and you know what “works for you means to you?” By applying these conscious consumer filters, you can cut through the noise and build a skincare routine that truly serves your skin and your well-being, rather than falling for fleeting fads.
Ready to simplify your routine and discover what truly works for your skin? Explore the full range of AYA Natural Skin products and experience the power of nature, backed by results. Your journey to authentic, radiant skin starts here.