When is matcha not a Kermit-coloured drink consumed by 6am yoga lovers? When it becomes a trending ingredient in skincare, stealing the spotlight away from hyaluronic acid for a hot second.
The global market value for matcha is set to surpass £6billion by 2030, such is our love affair with whisking this finely ground powder made from green tea leaves into TikTok-worthy lattes. Lauded for its energy and metabolism-boosting benefits, ingesting matcha has become fashionable in the wellness space, but a highlight reel of spring 2024’s most popular skincare ingredients would suggest the antioxidants in matcha tea are entering the skin barrier conversation, too.
Matcha isn’t exactly a new ingredient in skincare. Rewind six years, and superfoods were booming, which meant it sidled up to kombucha in Milk Makeup’s groundbreaking, but now discontinued, Matcha Toner and Origins RitualiTea Matcha Madness Revitalising Powder Face Mask.
Then, last autumn, Huda Beauty launched its GloWish Super Jenny Lip Balm in Matcha. Powered by the lurid green superfood, it transforms into a more palatable pink shade when it hits your lips and now we’re seeing echoes of this ingredient everywhere.
In the last month alone, no fewer than three matcha-laced cleansers have hit the market. Tatcha’s The Matcha Cleanse is designed for oily skin and leans on Japanese Kyo-Matcha to calm redness. Likewise, K Beauty brand KraveBeauty has just landed in the UK with its Matcha Hemp Hydrating Cleanser to sooth and protect against environmental aggressors. And Hello Klean’s new body cleanser, the Nourishing Micronutrient Wash, has infused a chelating complex with matcha green tea, which founder Karlee Ozener, says “prevents mineral residue from settling on the skin while reducing dryness and inflammation caused by impurities in tap water.”
When asked about the reason for matcha’s current boom, GP and aesthetic doctor Dr Sonia Khorana says, “Green tea has long been included in skincare products and now we are focusing on matcha as a newer ingredient. Matcha is thought to be super high in antioxidants (epigallocatechin gallate – EGCG), which have protective effects to fight free-radical damage, anti-inflammatory properties and possibly reduce the effects of sun damage.”
Cosmetic formulator Ginger King also hails its “strong antioxidant and anti-inflammatory soothing effect.” However, despite matcha having high amounts of chlorophyll, she warns against reading too much into the ‘detox’ benefits popularised on TikTok. “There is no data I know of to support chlorophyll used topically for detox,” she adds.
So is it worth giving matcha skincare a go? Dr Khorana believes so, although more studies are needed on its topical benefits. “Matcha can be safe for a wide range of skin types,” she says. “There is some research to show that matcha might be beneficial for people with sensitive skin types or those exposed to free radicals and pollution, so it might be able to reach its peak potential when delivered through serums and masks, which stay on your skin longer.”
So you may want to consider topping off your matcha cleansing routine with the Elemis Superfood Matcha Eye Dew. Although not new, it’s brilliant at supporting the microbiome on delicate under-eye skin, while combatting puffiness and dryness. Zelens Tea Shot, another tried-and-true favourite, is a serum supercharged with five different types of tea, including matcha to counter the effects of pollution and to stimulate collagen production.
If you fancy a total matcha odyssey, it’s worth noting that aside from the skincare aisle, you’ll also find perfumes laced with its grassy, vegetal scent.
Le Labo’s cult Thé Matcha 26 is infused with creamy fig, earthy vetiver, cedar wood and bitter orange that softly hug the skin. Also nice: Maison Margiela Replica Matcha Meditation, which captures the heat from a cup of matcha tea and the coolness of a bright, clear day in Tokyo with fresh green tea and bergamot and a dry down of sweet white chocolate and woods.
Proof if you needed it, that hot-drink inspired beauty trends are going nowhere.
For more from Fiona Embleton, GLAMOUR’s Associate Beauty Director, follow her on @fiembleton.