The Rise of Functional Beauty: Do Consumers Trust Skincare with Food-Based Ingredients?

Skincare is undergoing a radical transformation. Inspired by the wellness and nutrition industry, beauty brands are increasingly incorporating superfoods, probiotics, and adaptogens into their formulations. From kale-infused cleansers to probiotic moisturizers, these products claim to deliver enhanced skin benefits by leveraging the power of food-based ingredients.

🚀 Why is this happening? Consumers are more educated and wellness-conscious than ever before. The shift toward "clean beauty" and holistic health has created a demand for skincare that not only hydrates and protects but also provides deeper, functional benefits—just like nutrition does for the body.

However, with the rise of these functional beauty claims, a key question emerges: Do consumers actually believe in their efficacy, or are these just marketing buzzwords? Understanding whether these ingredients drive trust, engagement, and purchase decisions is crucial for brands navigating this fast-evolving landscape.

Market Overview: Who Are the Key Players?

Functional Beauty Brands: Pioneers of Food-Based Skincare

Several brands have built their identity around functional beauty, emphasizing superfoods, probiotics, and botanical extracts. These include:

• Youth to the People – Uses kale, spinach, and green tea in their cleansers and masks, promoting antioxidant-rich skincare.

• Biossance – Combines squalane and probiotics for skin barrier support and hydration.

• Glow Recipe – Features watermelon, avocado, and fruit enzymes to offer both hydration and gentle exfoliation.

• Farmacy & Fresh – Integrate fermented ingredients, kombucha, and honey for skin nourishment and anti-aging effects.

• The Ordinary & Drunk Elephant – Offer plant-based oils and vitamins, promoting minimalist but potent skincare solutions.

Traditional Skincare Brands: How Are They Adapting?

While traditional skincare giants like Estée Lauder, Kiehl’s, and La Roche-Posay have long relied on dermatologically tested formulations, they are increasingly incorporating natural and food-based elements to compete with functional beauty players. However, their core messaging remains rooted in scientifically backed, clinically tested skincare, rather than wellness-inspired branding.

The Study: What Did Sensia Analyze?

To decode consumer trust in functional beauty, Sensia analyzed over 130,000 product reviews from top functional skincare brands and compared them with traditional skincare alternatives. This AI-driven analysis explored:

🔹 Do consumers trust food-based skincare claims? Are terms like “Powered by Probiotics” or “Superfood-Infused” driving real engagement, or are they perceived as empty marketing jargon?

🔹 Are these ingredients key differentiators? Do they influence purchasing decisions, or do texture, scent, and usability matter just as much (or more)?

🔹 Do these products deliver on their promises? What do positive and negative reviews reveal about actual performance and consumer expectations?

By uncovering key insights, this study aims to help both functional and traditional skincare brands refine their product positioning, claims strategy, and innovation roadmap.

Key Consumer Questions & Insights at a Glance

1️⃣ Functional Skincare: Trust vs. Marketing Hype

Functional beauty is a growing market, but consumer confidence isn’t automatic. Sensia’s AI-powered analysis shows that while ingredients like probiotics, adaptogens, and superfoods attract attention, they don’t always guarantee trust.

What Drives Consumer Trust?

✅ Proven Effectiveness – Hydration and skin glow claims perform well when results are visible.

✅ Transparent Ingredients – Consumers reward brands that clearly explain the science behind their formulations.

✅ Familiarity – Ingredients like hyaluronic acid and vitamin C, even when derived from superfoods, generate higher trust.

What Triggers Skepticism?

❌ Overpromising Without Proof – Consumers react negatively when brands claim miracle effects with no clear evidence.

❌ Lack of Immediate Results – Unlike traditional skincare, which consumers expect to work over time, functional beauty creates an expectation of rapid improvement.

📢 Key Takeaway: Brands must communicate functional benefits realistically and support claims with tangible results to build long-term trust.

2️⃣ Do Consumers Actively Seek Functional Beauty, or Are Other Factors More Important?

While functional claims attract attention, Sensia’s analysis shows they are not always the primary driver of purchase.

🔹 Top Influencing Factors in Repurchase Intent:

💡 Insight: Functional beauty’s success depends on delivering an enjoyable experience beyond just its active ingredients. Hydration, absorption, and scent play a major role in whether consumers repurchase.

🔹 Implication for Brands:

• Functional claims should enhance, not replace, traditional skincare benefits.

• If a product’s texture or scent is off-putting, functional benefits alone won’t guarantee success.

3️⃣ Are Functional Beauty Products Reviewed More Harshly Than Traditional Skincare?

Yes—consumer expectations for functional beauty are higher. When these products fail, negative reviews arrive faster and are more intense compared to traditional skincare.

Comparison: Functional vs. Traditional Skincare in Consumer Reviews

Why Are Functional Products Reviewed More Harshly?

1️⃣ Stronger Expectations – Consumers expect a visible transformation, not just maintenance. If a “glow-boosting” serum doesn’t deliver, frustration is immediate.
2️⃣ Higher Emotional Investment – Functional beauty is perceived as “next-gen skincare”—when it fails, disappointment is greater than for traditional routines.
3️⃣ Less Established Trust – Retinol and peptides have decades of clinical backing. Newer ingredients (kombucha, adaptogens) face more scrutiny.

Consumer Sentiment Breakdown in Reviews

📢 Key Takeaway: Brands launching functional beauty products must be prepared for a polarized response. Delivering on claims is critical—unmet expectations lead to stronger backlash.

🚀 What This Means for Functional Beauty Brands

1️⃣ Be Transparent About Results

Consumers appreciate functional skincare when results are clear. Instead of vague claims, highlight measurable outcomes:

• Before/After visuals showing hydration/glow improvements.

• Timeframe expectations (e.g., “Visible difference in 2 weeks”).

2️⃣ Optimize the Sensory Experience

Since texture, absorption, and scent impact repurchase, brands should ensure:

• Lightweight, non-greasy textures.

• Pleasant, non-overpowering scents.

3️⃣ Manage Expectations to Reduce Negative Reviews

Set realistic claims—if a product requires long-term use, communicate this upfront to prevent disappointment.

Conclusion

Functional skincare has immense potential—but trust is not automatic. While consumers are drawn to the promise of superfoods, probiotics, and adaptogens, they demand visible proof before fully embracing these innovations.

For brands, the formula for success is clear:

✅ Deliver on claims with real, measurable results.

✅ Enhance the overall skincare experience beyond just functional ingredients.

✅ Communicate transparently to align with consumer expectations.

By doing so, functional beauty can evolve from a trend into a trusted category in the skincare industry.