Matcha-fication OF BEAUTY

The hottest drink at the moment has become the 'It' ingredient of skincare, but does it live up to its promises for skin health?

- WORDS KONIKA DATTA

In the age of aesthetic consumption, beauty has always been the first to collaborate with what is aspirational culturally, and it shows no signs of slowing down. Over the last few months, matcha has emerged as a marker of refined taste. The global market value for matcha is set to surpass £6 billion by 2030. So, it comes as no surprise that this drink has made its way to our creams and lotions too. Take for example the Matcha Bubble Tea flavour of Laneige's popular Lip Sleeping Mask and Lip Glowy Balm, or homegrown label Quench Botanics' anti-acne skincare line where matcha is the hero ingredient. The Skin Diet Company was one of the first in the market to launch a matcha toner that is created to exfoliate and reduce acne bumps. On the other hand, Juicy Chemistry's Orange Vitamin C face mask has infused matcha as one of its main ingredients, and let's not forget Huda Beauty Glowish Super Jelly Lip Balm in Matcha. This green powder has made its mark in other beauty spaces as well - Salt Oral Care launched a whitening toothpaste in the flavour Matcha Mint.