Forbes India – Quartz, jade, amethyst: stones are taking over the beauty industry

Jade is a stone particularly appreciated in cosmetics for its anti-aging benefits.
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AAt the crossroads between holistic beauty and spirituality – or parascience – a major trend right now is to use gemstones and crystals as part of your beauty routine. Stones like jade, quartz, moonstone and amethyst are gradually making their way into bathrooms in the form of rollers, facials or even make-up, bringing their energy and virtues firmly into the mainstream. dominant.

Who would have thought? Gemstones and crystals are no longer the preserve of jewellers. And if lithotherapy – from the Greek lithos (stone) and therapeia (healing) – is nothing new for those who have long believed in the power of stones to fight against stress, certain sleep disorders, or even certain forms of pain , the concept has recently entered the general public, particularly in the cosmetics industry. Brands and chains, as well as beauty salons, are all beginning to offer products and treatments based on extracts of stones and crystals, whether to fight against skin aging, boost radiance or soothe the skin.

A new vision of beauty

The pandemic has dramatically changed consumer beauty habits. After shunning makeup in favor of skincare, people have gradually turned to a more authentic approach to beauty. No more endless formulas, consumers now favor quality over quantity, naturalness over superficiality, prevention over correction. Holistic beauty, which takes a holistic view of the whole process – diet, exercise, self-care, etc. – gradually began to replace conventional approaches to beauty. The social network TikTok, mainly used by generations Z and Y, has dozens of hashtags associated with holistic beauty, which in turn have some tens of millions of views. This quest for authenticity has been taken up by the cosmetics industry. It has resulted in the return of plant-based cosmetics and centuries-old traditional beauty remedies that proliferate on social networks, as well as the emergence and then the rise of prebiotic cosmetics, nutricosmetics and ancestral arts and techniques. like Kobido. mention the arrival of gemstones and crystals in our beauty bags.

To a lesser extent, this craze for precious stones can also be explained by the growing public interest in parasciences, or esotericism, especially among the youngest. This has been demonstrated by numerous studies published during successive covid confinements. A French survey carried out by Ifop for Femme Actuelle Astro Consult’, for example, revealed an increasingly marked taste for astrology, palmistry, bewitchment, clairvoyance, numerology and cartomancy, which know growing popularity in France since the early 2000s. So, between nature and spirituality, this new interest in the power of stones – or healing with stones – is not surprising.

Different stones, different virtues

Some cosmetic brands have placed gemstones and crystals at the heart of their DNA, such as Lightstones Cosmetics, which offers lip oils based on amethyst or fluorite, or Roll On Jade, specialist in semi-precious stone tools. -precious. But other, more traditional players in the beauty industry are slowly getting into the game. Jade, rose quartz and amethyst rollers, which help fight the signs of aging, have become commonplace. in the cosmetics industry, to the point that large chain stores like Sephora now sell them. This is also the case of a trendy beauty tool, the Gua Sha stone, which takes its name from a centuries-old traditional method, and whose anti-aging properties also have many followers around the world. It comes in rose quartz, jade and obsidian versions.

These ancestral beauty rituals, which come straight from Asia, and in particular from traditional Chinese medicine, are increasingly popular in the West, either to accentuate the effects of a treatment, or to be used alone, in a way as a replacement. of aesthetic medicine – and always in line with the underlying principle of holistic beauty: prevention is better than cure. Some brands are now introducing precious stones and crystals into their skincare or makeup products. Payot (Supreme Jeunesse Le Masque, infused with moonstone), Resultime (Microdermabrasion Scrub Quartz and Vitamin E) and Herbivore (Amethyst Body Polish) are some of the brands that now offer cosmetics based on extracts of these stones. .

The Huda Beauty brand has even launched an entire “Rose Quartz” makeup line, which is inspired by crystal. The collection includes an eye shadow palette and a plumping lip balm, celebrating Huda Kattan’s passion for rose quartz. This is a sector that is now called lithocosmetics and interest in these beauty rituals should not weaken any time soon. Evidenced by the countless tools that can now be found in a few clicks on the internet, including face masks made entirely of rose quartz.

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