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Hyaluronic acid, which has been working quietly as a staple in cosmetic formulas for years, has recently broken out as a superstar ingredient in its own right. Skin care consumers are impressed with its ability to hold in moisture, and they are increasingly demanding it in moisturizers, cleansers, serums and injections. The global market for hyaluronic acid was valued at $7.2 billion in 2016, and by 2025 it is expected to be worth $15.4 billion.

Listed below are some facts about hyaluronic acid and how it can be a valuable addition to your private label skin care brand.

It locks in moisture. Although many people associate the word “acid” with a substance that can cause a burning sensation, hyaluronic acid has the opposite effect on skin and elsewhere in the human body. Its molecules are capable of holding 1,000 times their weight in water. While it enjoys popularity in fillers like Restylane and Juvederm, consumers can still enjoy the benefits of the ingredient just by applying it topically. When applied to the skin, it helps hydrate the outer layers, making it feel softer while reducing wrinkles, fine lines, and dermatitis.

It reduces redness. Hyaluronic acid reduces redness and dermatitis by providing the skin with antioxidants, protecting it against free-radical damage and reducing inflammation.

It’s safe. Hyaluronic acid occurs naturally in your skin’s connective tissues. We all have high levels of it when we are born, but these levels decrease as we age. Because synthetic hyaluronic acid is nearly identical to what we already have in our bodies, very few people have any negative reaction to the substance (although advising your customers to perform a patch test first is always a safe step). Hyaluronic acid is so safe that it can even be taken orally or injected during eye surgeries to replace fluids.

It’s good for all skin types and routines. No matter which market a private label manufacturer is focused on, hyaluronic acid can likely play a part in a product line that will appeal to them. It is very gentle, and it can be safely used on any type of skin – including oily, dry and everything in between. It can also be combined with acne medications, anti-ageing regimens or sunscreens. Even customers with sensitive skin or rosacea can find it helpful.

It helps heal more than your skin. The moisture-retaining properties of hyaluronic acid have made it a trusted tool for many doctors. It has been used to help relieve joint pain, accelerate wound healing, treat acid reflux, preserve bone strength, relieve bladder irritation and more. The healing application of this ingredient can carry over to form a positive association in the minds of your customers.

While hyaluronic acid is generally safe, there are to date two main caveats to keep in mind during your marketing. The first is that while there are no indications that the chemical could be harmful to pregnant or nursing women, its safety still has not be conclusively tested. Until its safety has been confirmed, avoid marketing to these groups. The second precaution relates to oral supplements, which should be avoided by anyone with cancer, as the chemical’s healing benefits could in theory strengthen the disease. (Skin treatments are generally not considered a risk factor in this instance.)

It’s on-trend. Peter Thomas Roth, L’Oréal, Kate Somerville, Skinceuticals and Neutrogena are among the few of many major brands that are already responding to customer demand by promoting hyaluronic acid in their products. Skin care consumers are growing more familiar with the chemical, and they would be more open to trying a unique formulation featuring it than they would have been only a few years ago.

It is adaptable to your product line. Because hyaluronic acid is so beneficial to so many skin types, it can be added to private label skin care products for any age group, although you may receive more interest from customers who are already seeking out anti-ageing and dry skin products. The chemical nature of the ingredient, plus its safe and natural associations, may especially appeal to buyers who respond to all-natural, advanced clinical or sensitive skin marketing. Customers who have regular exposure to cold weather, sun and wind may also appreciate the healing properties of hyaluronic acid.

The chemical also works well in many different categories of products, including moisturizers, serums, anti-ageing formulations, cleansers and acne treatments.