Lagom, is the latest trend to have been predicted to sweep all before it in 2019. Lagom doesn’t have a direct translation from Swedish to English, but loosely describes something which is not too little, not too much, just right (Think the Three Bears, where Goldilocks finds that happy medium!).
In cosmetics, Lagom is being used in direct reference to Scandinavian Beauty which pairs simplicity with practicality and function throughout the beauty regime. Lagom extends down to the packaging and choice of ingredients used, making them clear in appearance and simple to understand whilst providing a happy medium of purpose and feel.
Mintel recently featured some interesting end products that have tapped into this trend, one of which Oat Cosmetics knows well:
This light facial serum is said to be perfect for skin that tends to become red, damaged and uneven when exposed to the sun. It features micro-algae to reinforce the antioxidant capacity of skin; a high concentrated turmeric complex, which has anti-ageing properties and decreases inflammation; vitamin E, to combat damaging free radicals from the surface of the skin; and a blend of oat lipids and oils from the Nordic countries, to provide further replenishment and repair.
Oat Services Ltd is a research, development and marketing company specialising in advancing oat technology. We focus on developing market applications for the cereal crop oats (Avena sativa) for cosmetic and food applications.
We have extensive and specialised knowledge of the oat crop, allowing us to be responsive and reactive to your needs. We offer you exceptional oat ingredients backed by science and supported by technical advice. Oat Cosmetics, a brand of Oat Services, offer exceptional oat ingredients specific to the personal care market.