While the effects of the sun have long been emphasised as contributory towards premature ageing and having other health implications, the negative impact of environmental factors other than UV light have been neglected.

Consumer sentiment is shifting however, as knowledge broadens to encompass a wider list of potentially harmful factors on health and appearance, including pollution. This is evident in that the impact of pollution is a concern for 58% of consumers globally. This concern overtakes sun exposure, and only just tails behind the impact of chemicals on health and appearance by two percentage points, clearly illustrating the veracity of this concern.

Brands across the globe are hurrying to produce products that shield against pollution including Clarins with an anti-pollution cleansing cream, and Clinique with their ‘City block’ purifying charcoal mask and scrub. Given the rising levels of pollution in urban cities across the globe, which often rival those within Asia where the trend originated, the consumer demand for more complete protection is growing.

With over half of the world’s population now living in towns and cities, anti-pollution has the potential to become a key element in skin care products that consumers use within their daily regimen.

Ingredients that protect against air pollution and that help to cleanse and remove chemicals once they have penetrated the skin can be expected to rise in popularity, catering to this growing demand.