The promise is irresistible. Wipe away a tired look with the right foundation, moisturiser, scrub and more.

Beauty fans certainly have a lot to choose from. Leading products in the category include Nuxe Creme Prodigieuse Anti-Fatigue Moisturising Cream, The Ordinary Caffeine Solution 5% and Clarins Beauty Flash Balm – a cult favourite for decades.

The Covid-19 pandemic increased stress and anxiety for millions worldwide and also ramped up interest in anti-fatigue cosmetics.

Fact.MR, the US-based market intelligence firm, predicts that the global market for anti-fatigue cosmetics will reach US$25.1 million by 2031.

The trend has been building, says the researcher. From 2016 to 2020, sales of anti-fatigue cosmetics rose 4 per cent to US$15.2 million. The pandemic, plus increasingly busy lifestyles, moved the dial further with a CAGR of 4.6 per cent.

Millennials and Gen Zers are strongly leveraging the trend in North America and the Asia/Pacific region and there has also been a shift to more naturally-based products.

Moisturisers are the biggest category, accounting for 35 per cent of sales adds Fact.MR. Consumers have evolved beyond traditional grooming products and have shown major interest in cosmetics made from natural ingredients, says the lead author of the report.

“As a result, cosmetic product manufacturers have incorporated anti-fatigue cosmetics into their portfolios to cater for rising consumer demand for plant and fruit-based cosmetics”.

The first sign of ageing that drives men into a panic is lines around the eyes. Products like Clinique for Men Super Energizer Anti-Fatigue Depuffing Eye Gel have long been high on the shopping list for males.

In mid-2020, L’Oréal Australia teamed with The Chiefs, one of the premier esports and entertainment clubs in Australia and New Zealand, to promote its L’Oréal Men Expert Hydra-Energetic 24H Anti-Fatigue Moisturiser, an “antidote” to counter the effects of late night gaming sessions.

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