Why are all the hot girlies obsessed with matcha?

In Indian households, kitchen ingredients have always been at the forefront of our beauty routines. Of course, we have our grandmothers and great-grandmothers to thank for having discovered home remedies for nearly everything—stubborn sun tans, oily skin, acne scars, or any other skin concern. These wise women found effective solutions for their hair and skin problems, all within the confines of their kitchen. 

But if you thought this practice was limited to Indian households, think again. People from Korea, China, and Japan have also relied on kitchen staples for their beauty routines. A prime example of this is rice water, which went viral for being the Koreans' secret to achieving glass skin. It is a cornerstone of their skincare regimen.

Now, there's another ingredient that everyone seems to be obsessed with: matcha. From enjoying it as a beverage to incorporating it into one's skincare routine, matcha has made an entry into the routines of many. Celebrities like Kylie Jenner, Gwyneth Paltrow, Bella Hadid, Zendaya, and Brad Pitt among others have been advocating it for a while now. In fact, in an interview, Brad Pitt mentioned enjoying non-alcoholic drinks and (of course) matcha tea was one of them.

Former tennis player, Serena Williams has also spoken about how she integrates matcha into her regimen for its health benefits. Australian model Miranda Kerr is another matcha enthusiast; she incorporates it into her diet and skincare routine.

Understandably, beauty brands have caught onto the matcha trend as well. While Huda Beauty debuted its GloWish Super Jelly Lip Balm in matcha, health and beauty brand Ilem introduced its own matcha line. Tatcha's matcha cleanser and Boscia's Matcha Magic Super-Antioxidant Face Mask are a few other examples of matcha beauty essentials that are rapidly gaining popularity. These are only a few examples; the list of matcha-infused products is endless, which illustrates the growing popularity of the matcha trend in the beauty industry.

“Beyond celebrity influence, there is a growing consumer shift towards natural and holistic wellness. The obsession is driven in part by a desire for clean, green beauty products,” says Supriya Arora Malik, founder of Indulgeo Essentials. Since the pandemic, consumer demands have changed significantly. People are not only focusing on healthier choices but also eliminating junk from their routines. And this trend is evident in both, the food and beauty industries. Matcha's rich antioxidant content is one of the major reasons behind its popularity in the beauty market. 

"It’s particularly EGCG (epigallocatechin gallate) that fights free radicals and reduces ageing," says Dr Supriya Vhatkar, founder of Dermashine. She further explains that matcha's anti-inflammatory properties soothe irritation and redness while polyphenols protect against UV damage. Matcha also has chlorophyll, which detoxifies the skin, along with vitamins C and E that maintain moisture to help boost collagen production. This improves skin elasticity and reduces wrinkles.

The matcha obsession is more than just a passing trend; it's a restorative addition to our routines that is here for the long run. If you're contemplating incorporating matcha into your skincare routine, the answer is yes. But, according to Dr Vhatkar, there are a few things you should consider before you do

Check your allergies 

Before adding matcha or any corresponding skincare product to your routine, do a patch test and monitor it for any adverse reactions over 24-48 hours. Despite their many benefits, active compounds in matcha like theanine, caffeine, and chlorophyll, could potentially trigger allergic reactions in some people. As they say, precaution is always better than cure. 

Do a quality check 

When selecting matcha products for your skin, do your research and be sure to use only pure, high-quality formulations. Opting for reputable brands, known for their commitment to quality and purity, can help avoid potential contaminants that might otherwise irritate the skin. Look for matcha sourced from trusted regions known for their superior tea cultivation practices, such as the Uji and Fukuoka regions of Japan. 

Check for concentration 

Ensure that the concentration of matcha in the product is appropriate and that it is formulated to be stable and effective in skincare. 

Lead image credit: Pexels

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