In 2019, a term once confined to dermatology offices began trending on Google: “skin barrier.” This phrase, referring to the outermost skin layer, found its fame through TikTok. Sleeper brand CeraVe capitalized on this by adopting a gentle approach which then went viral. Influencers like Hyram Yarbo and Dr. Muneeb garnered millions of views explaining its importance, prompting even edgy brands like Milk Makeup to incorporate it into their lexicons.
The searches for “skin barrier” have surged almost 400% in the past two years. Simultaneously, the term “emotional boundaries” also began soaring, becoming a social media buzzword around mental health. This gives rise to an interesting parallel: the conflation of skincare and emotional well-being. As TikTok amplified the concept, brands like Dove and Glow Recipe integrated it into their narratives.
This intersection between physical and emotional barriers will likely intensify. A damaged skin barrier now symbolizes invasions into our personal space—pollution, crowded spaces, even flirtation. As people grapple with feeling powerless over macro issues like health and politics, they cling to small acts of agency. Investing in skincare products that promise personal space respect is one such act, intertwining competence with appearance.
As brands continue to capitalize on these concepts, new products flood the market. For instance, Paula’s Choice recently introduced a dual-retinoid treatment claiming better absorption for faster results. Meanwhile, Naturium’s popular $19 Vitamin C face wash now has a retail space at Ulta Beauty, standing out as a summer skincare must-have.
In makeup, Rare Beauty’s new setting powder hit Sephora, and LYS Beauty’s glamorous yet “clean” look launched at Credo. Hair care brands also join the fray with Amika’s volumizing products, targeting texture trends.
Finally, the fragrance sector showcases opulent offerings like the $540 Amouage Guidance 46 Extrait, emphasizing high perfumery. Coach announced NBA star Jayson Tatum as the face of their men’s fragrance, broadening its market appeal.
In a world where personal and emotional boundaries are more significant than ever, it is clear: your boundaries are big business.
