When Barcelona-based Natura Bissé hosted editors, aestheticians and other spa professionals at its headquarters earlier in the year, the focus wasn’t on the modern architecture, on-site lab, luxurious products or fine-tuned facials the Fisas family has been known to deliver for more than 40 years.
The emphasis was on the brain—and just exactly how it works when it’s experiencing both skin care and spa treatments.
As led by Laura Gamboa, Director of Corporate Education & Spa Development at Natura Bissé and member of the Mental Wellness Initiative of the Global Wellness Institute, the company presented an exhaustive scientific study, initiated back in 2016 and racking up 150 hours of planning, followed by 500 hours of execution. It was carried out in collaboration with Starlab, a research institute specializing in neuroscience, and the University of Murcia, which is part of EUniWell, the European University for Well-Being.
As expected, the study highlighted the power of touch, the brand’s skin-care products and its spa protocols, but it also went deeper, measuring brain activity, heart rate and biomarkers (almost 400 samples were taken) such as cortisol, alpha amylase, oxytocin and others.
What the study revealed: In addition to transforming skin and boosting self-esteem, the brand’s spa rituals improve people’s well-being by almost 70 percent. A smaller subset of the study also showed that it is possible “to disconnect from daily stress in just eight minutes,” thanks to virtual reality and mindfulness included via the brand’s Mindful Touch experience. The analysis was so conclusive, in fact, that the study was selected for its relevance to be presented at the prestigious congress of the International Federation of Societies of Cosmetic Chemists.
As Gamboa shared, she’s proud of not only the scientific proof that pretty much ascertains the “important role self-care plays in people’s overall well-being, emotional state and personal reliance,” but also how these findings might be able to support the Oncology Skin Care Program of the Ricardo Fisas Natura Bissé Foundation and other initiatives focused on self-care and collective well-being.
While the studies may be specific to Natura Bissé, it’s clear that interest in neuroscience is becoming a bigger focus in the worlds of spa, wellness and beauty. According to research firm Mintel’s Global Beauty and Personal Care Trends report for 2024, “the next chapter of wellness will be mind-body beauty, where mental well-being and physical appearance are interconnected,” a term they are calling “NeuroGlow.”
“Consumers are prioritizing wellness to feel better in body and mind,” the report shares. “Brands can help usher consumers into the next chapter, which involves incorporating stress-relief techniques, healing practices, targeted supplements and revised daily routines to elevate the role of beauty in a more enriching life. The ‘NeuroGlow’ trend offers a comprehensive approach to beauty, improving external appearances and enhancing mental and emotional well-being through technology integration, partnerships, inclusivity and personalization.”
Also big on the mind-body connection is the Sisley-backed Neuraé, a new collection of seven products that bases its efficacy on a proprietary N|A3 technology, a combination of neuro ingredients, fragrances and textures. The traditionally makeup-focused brand Charlotte Tilbury also dipped its toe in the water in late spring, introducing its Fragrance Collection of Emotions. The science-powered line utilizes emotion-boosting molecules that work in synergy with the scents’ ingredients to boost specific emotions.
Another brand doing the “ushering” is Yon-Ka. For the first time in its 70-year history, it is introducing a CBD product called Serum CBD, with a corresponding CBD Sleep Therapy professional treatment. While the ingredient may not seem like the next logical step for a line built on aromatherapy in an industry that has deemed the once-trending ingredient as “on its way out,” the deciding factor was simple: neuroscience.
Like Natura Bissé, Yon-Ka is incredibly proud of the science and tests it put behind this particular launch. Besides having users report a “de-stressing and smoothing effect” after product application and treatment, for the first time ever, the brand conducted what it calls an “emotion test.” This uses a prosody analysis, capturing the vocal signal of expression to assess the stress and positive emotions of subjects, which can also be used to detect and propose early diagnoses for certain pathologies, to demonstrate the mind-body action. After 28 days of use, the Serum CBD “significantly reduced the vocal stress load characteristic of stress reduction, and increased positive emotions associated with a relaxing effect.”
“I know we’re going to be hearing a lot more about neuroscience in skin care,” says Yon-Ka’s global director of communications Amal Amgaad. “This is just the beginning.”