How sensory attributes can shape confidence, loyalty, and emotional wellbeing 

In skincare, performance matters but so does perception. What a product feels like, how it spreads, how quickly it absorbs, what it smells like, and even how it sounds when you open the cap - these sensory details are far more than finishing touches. They shape the user’s emotional connection with the product, build trust in its efficacy, and influence whether a routine becomes a ritual… or a chore. 

At THG LABS, we understand that creating confidence through skincare isn't just about what’s in the formula, it’s how the user experiences it. 

The Science of Skin and the Senses 

Our skin is a powerful sensory organ which is home to thousands of nerve endings that allow us to interpret texture, temperature, and pressure. That means when we apply skincare, we’re not just nourishing the skin’s barrier, we’re activating the brain’s emotional and cognitive centres too. 

This interplay between sensory stimuli and emotional state is a core concept in both psychodermatology and neurocosmetics. Studies suggest that when users enjoy the sensory profile of a product, whether due to a comforting texture or calming fragrance, it can calm and improve routine adherence. 

As formulation partners to some of the world’s most forward-thinking beauty brands, THG LABS leverages this science to help create products that don’t just support the skin, they transform the experience. 

Texture as a Trust Signal 

Consumers often make snap judgements about skincare efficacy based on texture alone. A silky emulsion might convey nourishment, while a fast-absorbing gel suggests clarity and oil control. Texture provides cues around luxury, but it also provides instant sensory feedback that helps users feel like the product is working. 

At THG LABS, we formulate with precision to deliver textures that align with both skincare goals and emotional responses. This includes: 

• Pillowy creams that soothe and cushion skin craving comfort from the weather or treatment 
• Aqueous gels and essences that absorb quickly and evoke a clean, fresh feel 
• Balmy cleansers that melt into oils for a transformational tactile ritual 
• Serums that layer and glide without drag and dry-down without stickiness 

Fragrance: More Than Just a Scent 

Fragrance is one of the most direct routes to the brain’s limbic system which is the area responsible for emotion and memory. In skincare, it can evoke calm, energise the senses, or create a nostalgic moment of comfort. But it’s also deeply personal, and in some cases, controversial. 

For us fragrance is never an afterthought. We offer brands flexible options: 

• Fragrance-free formulations for sensitive or minimalist ranges 
• Naturally derived scent profiles for clean beauty brands 
• Fragrance and essential oil audits for regulatory alignment (IFRA compliance, allergen thresholds) 

Popular scent design directions we help deliver include: 

• Citrus and green notes to suggest energy and renewal 
• Soft lactonic or powdery notes to reinforce warmth, comfort and nurture 
• Botanical/herbal blends to cue purity, naturalness, or mindfulness 

Used thoughtfully, fragrance becomes a confidence anchor — a way to centre users in their ritual and reinforce the emotional benefits of skincare. 

Sensory Triggers and Routine Adherence 

When skincare feels good, people use it more consistently and this is essential, because many active ingredients only show full results with regular, long-term use. We work with our brand partners to integrate sensory reward systems into product experiences ensuring each application encourages the next. 

From a formulation perspective, this might include: 

• Instant hydration sensations from humectants like glycerin or biosaccharide gum 
• Warming or cooling effects from low-level actives or encapsulation technology 
• Sensory layering systems that ensure compatibility and pleasure across a routine  

Our in-house Packaging and Design team also input from a branding and usage perspective, advising on: 

• Packaging ergonomics (e.g. caps that feel “secure” or textures that grip in the hand) 
• Application tools that elevate the ritual (e.g. spatulas, rollers) 
• On-pack instructions that focus on feel and reward as well as clinical outcome 

Ultimately, confidence in skincare often comes from this combination: "I enjoy using it" and "I believe it works". 

Sensory-Led Innovation at THG LABS 

As part of our formulation process, we are experienced in sensory evaluation and consider texture, fragrance, slip, drag, absorbency and after-feel. This insight feeds directly into the development journey, allowing us to refine: 

• The sensorial match between product form and intended claim 
• Tolerance and pleasure for sensitive or compromised skin 
• Multi-sensory routines for brands wanting to own a full ritual as opposed to a single SKU 

We’re also actively exploring next-gen technologies : 

• Skin-temperature-responsive functionals that respond to the warmth of the skin.  We also work with emulsifiers that are climate adaptive. 
• We partner with fragrance houses that use AI & biotech scent synthesis.
• Touch-triggered activation systems, where user interaction enhances delivery or transformation

Sensory Science as a Strategic Brand Tool 

Brands that master sensorial skincare are delivering an experience but they are also building loyalty, emotional connection, and compliance. When you create a product that feels pleasing, performs beautifully, and aligns with how your consumer wants to feel, you deliver confidence in a jar. 

ABOUT THE AUTHOR

Kristal Goodman  
Head of Product Innovation, THG LABS 

With over 25 years’ experience in the beauty industry and UK cosmetics manufacturing, Kristal Goodman has cultivated a unique blend of scientific expertise, creative vision, and strategic thinking to spearhead what are recognised as some of the beauty industry’s most much-loved, must-have products.  

In her role as the Head of Product Innovation, Kristal’s influence is best demonstrated in THG LABS dedication to pushing boundaries. She is the driving force behind the integration of upcycled ingredients, advanced biotechnology, and other impactful emergent global beauty trends that ensure THG LABS remains at the cutting-edge of beauty innovation. Her knowledge of actives and their benefits is encyclopaedic which fuels her talent for translating ingredient ideas and science into concepts that give each product a formula and a story consumers fall in love with. 

A member of THG LABS Eco Leadership Team and a devoted advocate for formulating sustainably, Kristal adopts a holistic approach to product development, believing that truly innovative beauty products are those that address the multifaceted needs of today’s consumers while better respecting the world around us.