Soaring temperatures and poor air quality prompt higher demand for cosmetics that protect the skin from environmental irritants. According to research company Future Market Insights, the anti-pollution ingredients market is worth $870 million and account for almost 5% share of the global cosmetics ingredients market.
Prada debuted its skincare range on August 1, 2023. The Augmented Skin collection uses a unique Adapto.gn Smart Technology that helps the skin adapt to its environment in real time and promote renewal, regeneration, and reinforcement. “It’s about adaptation, which is the new performance,” Yann Andrea, international general manager of Prada Beauty told WWD. The newly developed technology uses 15 rare plants that have existed for over 400 million years and withstood extreme conditions. “They have the power to increase our body’s resistance to any form of aggressions,” Andrea adds.