Did Green Beauty Just Get Greener? Experts Give Their Verdict On The Matcha Skincare Trend

Alice Hartwell

I don’t know about you, but my feeds have been awash with green lately. Matcha is currently reigning supreme across my socials, not solely as the go-to bev for influencers’ “spend a slow morning with me” reels, but also, as the latest skincare hype. The beauty world is raving about the antioxidant benefits of this natural ingredient – but is this a trend worth sustaining? I contacted a few experts for their thoughts on the matcha skincare craze and whether they’re giving it the green light (sorry, had to). 

What is matcha? (More than just a drink for the aesthetic girlies it seems)

A potent powder form of green tea, (but grown and prepped quite differently) matcha is traditionally thought of going in your coffee cup, not on your skincare shelf. The concept of green tea beauty formulations, as a whole, is seemingly nothing new, it’s only now that we’re choosing to zone in on matcha specifically. This finely ground tea powder is finding its way into countless cleansers, serums and masks, contributing to a matcha market boom, expected to soar to a worth of nearly 7.5 billion USD by 2023. So…what’s the tea?

Is there merit in the matcha skincare craze? The key benefits according to experts:

Why are we all falling in love with matcha beauty? Do the benefits of this ingredient align with the buzz surrounding it? Here’s what a few skin experts had to say:

“Matcha has been used as a wellness ingredient for centuries, with roots in Traditional Chinese Medicine.” begins Karlee Ozener, founder of sustainable showercare brand Hello Klean. “It’s packed with antioxidants (epigallocatechin gallate – EGCG) and anti-inflammatory properties that soothe irritated and sensitive skin. We’re seeing consumers increasingly looking for skincare with natural, responsibly sourced ingredients that are still efficacious. Our Nourishing Micronutrient Wash contains Matcha, an ingredient with a very low impact on the environment, and clinically proven to remove mineral residue on the skin that can trigger concerns such as Keratosis Pilaris and Eczema.”

Facialist Justine Masters echoes these sentiments – “Matcha is rich in catechins, which help combat free radicals and protect the skin from environmental damage, such as UV radiation and pollution. It also contains chlorophyll, which helps detoxify the skin by eliminating toxins and impurities, which can lead to a clearer, more radiant complexion. It’s an ingredient that’s suitable for all skin types, including those with irritated skin conditions like acne or rosacea.”  Kylie Jane, founder of the matcha wellness brand Sana also adds that “the texture of matcha powder can act as a gentle exfoliant, helping to remove dead skin cells and reveal smoother, brighter skin.”

Just how green really is this ingredient?

Good news for those loathe to give up their matcha lattes and are keen to revitalise their skincare regimen: this ingredient can be deemed sustainable, as it’s low in waste and a quick crop to grow and replenish. Bear in mind though, that this doesn’t certify every single matcha product as entirely sustainable – you’ll need to consider the environmental impacts of other ingredients in the formula, as well as the brand’s production processes and conscious commitments. 

So there you have it, according to the experts, matcha skincare and beauty certainly seems like a trend worth pursuing, sustainably of course. Promising glowing skin, boosted antioxidant protection and minimal environmental impact – sign me up. 

Shop our sustainable matcha beauty edit
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Hello Klean - Nourishing Micronutrient Matcha Wash, £18.00
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Elemis - Matcha Eye Dew, £33.00
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Tatcha - Matcha Cleanse, £42.00
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KraveBeauty - Matcha Hydrating Cleanser, £16.00

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