Picture this: you’re in the bathroom after a hectic day, your breathing is uneven and a headache is not far off. You pluck a serum from your line-up and, as you massage it over your face, your skin starts to flush from the kneading, not surprising, but wait … there’s also something happening inside – your mind quietens, your heart rate settles and your breathing steadies. That serum? It’s not a magic potion, it’s a neurocosmetic.
Beauty and wellness brands are embracing neurocosmetics, a category of products, therapies and treatments that, the theory goes, interacts with and impacts our nervous system, and influences our emotions and behaviour. The idea that a beauty product might deliver a benefit that goes beyond the surface is not entirely new, as brands, influencers and…
