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What truly influences your skincare brand choices? Recently, we posed this question - and the answer was clear: ingredient innovation takes the lead. At BIOKLAB, that innovation begins where science meets strategy. At in-cosmetics Global in Amsterdam, these two worlds came together: our Lab team explored bold, next-generation materials, while Marketing decoded trends and insights. As Gintarė from the lab put it, “Innovation isn’t always about chasing the newest thing. Sometimes, the smartest move is restraint - recognising when a trend isn’t right for our audience.” From the marketing side, Laura added, “Our role is to filter the noise, spot meaningful signals, and bring forward ideas that can genuinely grow with the lab’s expertise.” What follows is a thoughtful exchange: marketing brings the spark, lab tests its substance. Not every trend makes the cut - only those that are purposeful, feasible, and aligned with real audience needs. The result is meaningful innovation shaped by collaboration, clarity, and a shared standard of excellence.