Hand creams have always been that innocuous beauty product, typically a handbag or winter basic that stands in the shadow of more exciting and luxurious categories.
However, all of that is changing this year, as the category is seeing an increase in new launches that offer hands more than just a nice smell and hydration.
More intricate aspects, such as targeting anti-ageing, brightness, texture and firmness, are becoming more important for consumers than ever before, and crossing into formulation staples.
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The global hand care market size is also projected to reach US$42.59bn by 2033, according to data from analyst Grand View Research.
But why is the hand cream category having such a push in innovation now?
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