This is why certain beauty products scratch the brain

Have you ever applied a makeup or skincare product and felt instantly comforted? That soothing cream that glides effortlessly across your skin or the calming gel that instantly relaxes you – they’re designed this way for a reason.

“Texture is the captivating interplay of visual and tactile sensations; it’s an experience that engages both our sight and touch,” says cosmetic chemist Kelly Dobos. “Unique and innovative textures invite us to explore cosmetics in a whole new way. They are visually appealing and ‘Instagrammable’, making them more shareable on social media platforms as well.”

She adds that in a saturated market, distinctive textures allow brands to stand out and offer novel experiences to consumers. “Innovative textures can improve product performance, such as enhancing absorption or providing better coverage.”

For example, Sigi Skin’s Dream Capsule Overnight Sleeping Mask has a silky-soft texture that sinks instantly into the skin. This texture ensures the product absorbs quickly without any residue and also feels weightless, while delivering deep hydration and nourishment. Lush’s shower jellies have a bouncy, wobbly texture that enhances hydration and leaves the skin feeling soft. They can be used directly on the skin and are unique in the way they transform a typical shower into a fun, pampering experience.

Engaging the senses

The comfort that we get from these interesting textures is not just a marketing ploy for consumers to try these beauty brands. In fact, they can have a profound impact on our mental health, says Dr Natalie Games, a clinical psychologist at Alliance Counselling.

“Beauty products with unique or interesting textures engage the senses and create a multi-sensory experience that goes beyond just physical appearance,” she explains. Textures like gel, foam or silkiness engage the sense of touch, creating a moment of tactile pleasure. Applying these textures can be an act of mindfulness, helping people to be more present.

For example, the smooth, cooling sensation of a gel moisturiser or the fluffy, airy texture of a face mask can draw attention away from stressors, allowing the user to focus on the sensations in the moment. This sensory experience in turn can help reduce stress and promote deep relaxation.

The act of massaging a product with a soothing or pleasing texture can release tension, similar to the calming effects of touch or physical therapy, says Dr Games. Using products with unusual or luxurious textures can add an element of fun and novelty to daily routines, boosting mood and fostering a sense of self-indulgence and self-care.

A 2023 study, published in the International Journal of Cosmetic Science, explored how cosmetic ingredients and skincare textures impact emotions. The study found that certain textures can provide soothing and calming effects.

This is exactly what the vegan beauty brand Sigi Skin aims to achieve. Its founder, Xenia Wong, explains how the brand prioritises creating a sensorial experience that not only enhances the effectiveness of its ingredients but also transforms daily skincare routines into moments of enjoyment.

“Texture has become a vital aspect of beauty products because consumers today expect skincare to offer more than just results – they want a holistic experience,” she says. “It can transform a routine step into a sensory moment that feels indulgent and soothing. As skincare has evolved into an act of self-care, texture plays a big role in creating a positive connection between the product and the user.”

At cosmetics company Lush, product textures are selected based on their functionality, ingredient properties and the overall sensory experience, whether for moisturising, cleansing or adding a playful touch. The brand has used ingredients like agar agar, carrageenan extracts, oils and butters to define the texture of its products.

The science of textures

According to Kelly, some of the most common formulations include pressed serums, where massaging the product into the skin helps break down its structure, facilitating its transformation. Another example is quick-breaking gel creams, which rely on the natural salts in the skin to disrupt the polymers used to thicken the product, breaking it down effectively.

Then there are slightly more complex formulations, such as foaming clay masks. These are typically made by combining dry ingredients like clays – often bentonite or kaolin – with citric acid and baking soda. When activated with water, the citric acid and baking soda react to produce carbon dioxide bubbles, creating the signature foaming effect.

These also include hybrid textures, which combine the properties of different types of products, such as a cream that melts into a serum.

“For example, a balm-to-oil treatment starts as a solid balm that transforms into a light oil when warmed by your body,” Kelly explains.

“Cosmetic chemists carefully select waxes and oils to create a semi-solid balm that has a melting point close to body temperature. This allows the balm to maintain its structure at room temperature but soften and liquefy when it comes into contact with skin.”

Whether it’s in the laboratory or at home, Sigi Skin’s Xenia states that, like developing a mindfulness routine, choosing the right texture for each product is a thoughtful process. “It’s rooted in the purpose of the experience we want to offer. We consider factors such as the product’s application time (day or night), primary ingredients and how it will interact with other skincare steps.”

How to incorporate skincare into your mindfulness routine

For the uninitiated, Dr Games suggests these three easy steps.

1. Set the intention: Before you begin, take a deep breath and set a calm, mindful intention for your routine. Put aside distractions and focus on the present moment, allowing yourself to fully embrace the ritual.

2. Engage your senses: As you apply each product, take your time to savour its texture, scent, and sensation on your skin. Notice how the fragrance lingers, how the cream feels, or how the warmth of the cleanser soothes your face. Let each step become a mini moment of indulgence.

3. Breathe and release: With each step, take a deep, slow breath and consciously release any tension or racing thoughts. Allow your mind to be as present on your breath as well as the scent, texture, sound and feel of the product. Close your eyes and notice how you are feeling.