Neurocosmetics, skincare now focuses on 'feeling good' - Beauty and Fitness

We are no longer talking about anti-age cream, which fights age, but about longevity cream which improves the appearance of skin that inexorably becomes mature (unless you resort to cosmetic surgery but that's another story), we no longer look for the perfect body but for the healthy body in reality while on the digital world of social media, filters of all kinds bounce around us. Everything is talked about, everything is integrated and therefore the ingredients, the active ingredients that are sought must go in this dual internal-external direction. It is the aspirational era of wellbeing, of feeling good before any other achievement and even cosmetics adapts. The main observation point for the entire sector at an international level, from cosmetics to aesthetics, from nails to machinery, from hair to formulation and even packaging proposals, is Cosmoprof, the fair which is a format of Italian excellence in the world which closed the 55th edition at the Bologna Fair on March 24th with 69 countries present and an uninterrupted flow of professional visitors. And it highlighted this macrotrend as well as many other previewed innovations that ANSA was able to see. 

The change is underway to the point of defining it as a new

' market in which psychodermatology is also entering. The aim is to stop the oxidative stress in the skin but also the emotional stress that hurts us and in the packaging of creams and serums it says 'calm and protect', 'sleep well', 'replenish and boost' almost like pharmacy supplements . The creams also measure their effectiveness also in the application: it is not just a question of texture but of relaxing exercises in use and this also contributes to the de-stress objective. Restoring the microbiome, the flora of good bacteria, is also a task of new skin care formulations such as those with patents from

's dermoscosmetics , the Latvian Gmt with blue lotus and the Apulian excellence N & B which with its self-regenerating cream, treatment of slow aging, was awarded on March 22nd.

Sustainability is a market demand of a demanding and aware consumer but also a production necessity to remain at the forefront in a sector that is increasingly oriented towards green on a global level. This also brings out Italian companies recognized throughout the world both for being on the market and therefore known to everyone and for being, as they say in the jargon, subcontractors, i.e. carrying out the entire process for others who then affix their trademark (this is why some names are not there familiar but instead they are very famous in the sector) or sell only on their e-commerce: certified B corporate companies that think about sourcing ingredients from their own crops in regenerative agriculture,pioneering companies in the world such as

chaired by Davide Bollati who has an agrivoltaic industrial plant project "that we want to apply for approval by Bene Fai" and like the Salento

by Domenico Scordari, the aloe guru, here too in a field of regenerative agriculture and with an area including luxury resorts. Also in the Cosmetica Italia umbrella is the Bari-based

offering professional natural aesthetic treatments and then again the Bergamo-based

which has clearly veered towards solid soap, presenting Solid.O at Bologna with an entire range with 93% natural ingredients, from make-up remover from intimate hygiene to shaving foam.

The Danish

took home three Oscars with its sustainable inventions: a sort of infinitely washable cotton swab, cleaning disks made of natural materials that remove make-up and even nail polish with water and are reusable and a micellar water that is made at home by combining the powder with simple drinking water.

The sun care macrotrend has also exploded, much more than sun cream. The protection factor is everywhere with real treatments to be done 15 days before exposure and to be continued from the 16th day to limit spots and even out the tan (like the winning Revital summer longevity by

from Lombardy ) and by

the 50+ is in the Bb cream with niacinamide and rice starch with sea friendly filters or in the make up which is also aesthetic care by the South Korean

directed by the famous make up artist Yanghee Yoo, one of the most innovative in K-beauty, beauty made in Korea, thanks to always particular products that act as a beacon (at Cosmoprof it also presented its debut in skin care with a line with marine collagen and hyaluronic acid and another with niacinamide in trend with glass skin, i.e. hydrated skin , transparent almost shiny) and plans to land in Italy after an event at Milan Fashion Week.

Textile cosmetics, in the wake of Asian fabric masks soaked in active ingredients, are not limited to the face. The Bergamo

entered among the trendy innovations at Cosmotrend with a black onesie that is worn at night as a container for a cream based on allantoin, a soy extract, capable of mimicking resistance training, defining the body while you sleep and toning the cell fibres.

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