Where formulation in one component of a consumer's skin care regimen is optimized, so too will the others follow, especially when it comes to multifunctionality. If you have a cleanser that removes all impurities while recalibrating the skin's pH, then that doesn't leave much for traditional toners.
R.I.P. toner (1900 - 2025), gone but never forgotten.
...Just kidding.
With cleansers elevating skin standards of cleanliness while being more cognizant of working with the skin's natural chemistry, toners too have been undergoing a sort of renaissance.
The Age of the Omniscient Consumer
I know, you've been hearing us squawk about how enlightened consumers are becoming about the skin barrier, but it's not just the skin barrier they're learning more about. Consumers are becoming more familiar with specific ingredients, meaning that client education and product recommendations (read: effective retailing) can come easier with skin pros laying out their skinformation and best practices straight, with clients who are more receptive to the value of the education pros provide.
For example, if you explain to your clients that G.M. Collin's peel toner effectively exfoliates and hydrates with its synergistic blend of AHAs, BHAs and PHAs, then they should understand how power-packed and distinguished a toner with this capability is, while trusting its efficacy by recognizing ingredients like AHAs.
It also means that you'll be able to trust your clients a bit more once they leave the treatment room. A heightened awareness of the way environmental stressors and other lifestyle choices can impact skin means that the discerning client who's serious about their glow will live more carefully and intentionally when it comes to their skin, not only doing away with poor practices, but taking on a more holistic, proactive approach that will help them more easily secure and maintain their results.
Got milk? Toners do (sort of).
One of the major au courant toner trends is milky toners. A niche born of the multifunctionality movement, "milky" toners get their name from the cloudy and, well, milky appearance the product gets in combining the light-weight texture of a traditional toner with the deep hydration of a serum to give consumers nourished, dewy skin.
Consumers don't mind more steps if it gets them where they want to go.
While many consumers have made the switch to more minimalist, concise skin care regimens, the lofty, multi-step routine hasn't completely gone extinct. In fact, consumers who look forward to the ritual of maintaining their skin after a long day aren't necessarily looking to ditch steps—so long as the steps are meaningful.
Consumers are certainly looking to trim the fluff and ease the burden on their vanities and wallets, but they don't mind putting in the extra work if it's effective. With toners becoming more adept at prepping skin for better absorption of serums and ampoules, they remain a core part of a comprehensive skin care routine and won't be going anywhere soon.
Have toner, will travel.
Like with most things these days, convenience is paramount. That's exactly what's led to the rising popularity of mists, with mist toners traveling well and absorbing quickly into the skin for the emergency hydration touch-up on the go.
Toner pads, too, are in vogue, being easy to travel with and coming in disposable, single-use product-soaked pads. These are easier to take on flights than bottles of product, and mitigate the need to pack cotton rounds separately as well, making them a popular choice in this bustling age.
Much of the product innovation we've been observing in the industry has come down to tailoring products to a more specific target audience. What sort of life is a brand's dream consumer living, and how do its products fold seamlessly into their routine? While this can make finding a perfect fit harder, this also means that customer loyalty can stick better; brands are no longer just a product people use, but an essential piece of an overall, nuanced wellness journey.
