Oats are trending—and beauty & grooming brands are cashing in

Per Cassandra’s recent Burnout Report, modern youth—and Millennials in particular—turn to beauty and grooming as a means to combat their physical burnout. This growing trend, coupled with youths’ growing interest in oat-based products, has paved the way for beauty and grooming brands to use oats as a natural, soothing ingredient in their latest product offerings.


KraveBeauty, which was founded by Liah Yoo, a YouTube beauty influencer-turned-entrepreneur, is intended to help users #PressReset on their skincare routines, especially with the launch of its latest no-frills product. The brand’s new Oat So Simple Water Cream is made with less than 10 ingredients, all of which are non-allergenic and non-irritating. Oat So Simple uses oats as its base to soothe skin and alleviate daily skin stressors, such as chemical stress, pollution, and UV rays. Oat So Simple Water Cream is only available online and ships to the U.S., South Korea, Singapore, and Malaysia.


The new Seed Phytonurients Scalp & Roots Oat Mask offers consumers an oat-based scalp treatment that boasts both cleansing and antioxidant properties. The Scalp & Roots Oat Mask clarifies hair, breaking down mild to moderate oil buildup that accumulates on the scalp. In addition to emphasizing natural ingredients in their products, Seed Phytonutrients packages many of its products in shower-friendly paper bottles that are made with 100% post-consumer recycled paper and a post-consumer recycled plastic liner. Beauty brands like Seed Phytonutrients that prioritize such eco-friendly initiatives build affinity with modern youth, who prize sustainability.


Klorane’s Oat Milk Dry Shampoo offers young consumers a natural solution to restoring healthy hair without over-washing and damaging hair. The dry shampoo, which is enriched with oat milk extract to soothe and protect both the scalp and hair follicles, is hypoallergenic and paraben- and colorant-free, making it a suitable choice for use on all hair types. Klorane’s unique oat-based formula soaks up scalp oil and eliminates dirt and odors to clean hair without reducing hair’s bounce or volume. The dry shampoo is available in a 3.2-ounce spray can, making it easy-to-use and meeting modern youth’s need for speed and convenience.