“Emotional Skincare”: A Marketing Myth? Research Reveals the Truth of the Skin-Brain Axis

In recent years, a concept called “Emotional Skincare” or “Neurocosmetics” has emerged in the global beauty industry.

This concept attempts to shift the focus of skincare from solely “external modification” to the bidirectional connection between the skin, nerves, and brain. This idea sounds novel and might be difficult to grasp. What exactly is its underlying principle? Is it just another marketing gimmick?

Based on the latest global research literature, the answer is: “Emotional Skincare” has solid scientific foundations. However, this does not mean that all brands labeling themselves as “emotional skincare” are rigorous and compliant, so please exercise caution when purchasing.

1. The Skin-Brain Axis: The New Foundation of Skincare Science

Before diving into the concept of “Emotional Skincare,” we need to understand the relationship between the skin and the brain. Traditional skincare largely focuses on direct surface functions like sun protection, moisturizing, and anti-wrinkle effects, but scientists have not stopped there. Now, in 2025, the concept of “Emotional Skincare” is rising, with its core built upon the “Skin-Brain Bidirectional Communication Axis” (Skin-Brain Axis).

Let’s briefly outline the scientific principle: the skin is not just a protective organ; it is rich in nerve endings, immune cells, and endocrine connections. Stress and anxiety in the brain can affect the skin through neurotransmitters, potentially leading to impaired skin barrier function and inflammation. Conversely, stimuli received by the skin—such as touch, smell, or inflammation—can feed back to the brain via neurosensory pathways. A subtle link exists between the skin and the brain; this is the bidirectional pathway between them.

Numerous studies support this conclusion. For instance, the article in Clinics in Dermatology (Haykal et al., 2025) points out that skin damage, inflammation, or UV exposure can feed back to the Central Nervous System (CNS) through neuro-immune pathways, influencing overall body state.

Furthermore, the Journal of Dermatological Science (Yoon & Chung, 2025) emphasizes that skin aging caused by photoaging not only leads to skin senescence but may also indirectly impact the brain by affecting cortisol release and lowering Brain-Derived Neurotrophic Factor (BDNF) levels.

This suggests that, in a broader sense, skincare is no longer just about “beauty” but a way to improve both physical and mental well-being.

2. Neuroactive Ingredients and Perceptible Design

The scientific research behind “Emotional Skincare” relies on neuroactive ingredients and sensory experience optimization.

However, please note that mainstream dermatological opinions, such as those in Clinics in Dermatology (Misery et al., 2025), clearly state that cosmetics can only act upon the skin. If a brand claims to “modulate mood” or “alleviate anxiety,” it must be clearly supported by Randomized Controlled Trials (RCTs) and explicit biomarkers; otherwise, it may be considered misleading marketing.

3. AI, Personalization, and Autonomy: Future Development Trends

In the future, “Emotional Skincare” will move toward personalization and intelligence.

Currently, AI-driven mirror-based micro-expression analysis, skin conductance feedback, and wearable devices may serve as future tools to simultaneously monitor skin status and emotional changes (Haykal et al., 2025).

However, when using AI technology, brands must inform users about data usage to avoid collecting data that infringes on customer privacy rights. Furthermore, the algorithmic recommendation process must be transparent and comply with relevant European and American regulations. Skincare regimens should not be “algorithm-forced” but rather tools that “assist user decision-making.”

Additionally, if a brand’s product research involves brain indicators such as HRV, BDNF, or cortisol, it must be clearly marked as “exploratory” or “under investigation,” avoiding premature use as a commercial promise.

Conclusion: Science as the Foundation, Beware of Exaggerated Claims

“Emotional Skincare” is not a myth; its underlying “Skin-Brain Axis” has a strong biological basis. Skincare, as a “daily ritual,” offers a positive psychological cue through its sensory experience, fostering a positive feedback loop for both skin and mental health.