Mintel Introduces ‘Comfort Capital’ – Bringing Relief in Uncertain Times

At a time of heightened anxiety, the concept of “comfort capital” has emerged as a defining trend in the beauty and personal care (BPC) industry. Identified by Mintel, this movement reflects how brands are creating products and campaigns that evoke feelings of comfort, familiarity, or escapism—offering a reprieve from daily stress. More than just a trend, it highlights a growing consumer need for emotional security in volatile times.

As uncertainty persists, comfort capital is expected to become even more significant in the next 18 to 24 months, both in the U.S. and globally. By leaning into emotions like nostalgia, comfort, and playfulness, brands can build deeper connections with their audiences.

Nostalgic References Evoke Comfort

Nostalgia is a key driver of comfort capital, giving consumers a sense of stability and emotional release by revisiting cherished memories. During times of uncertainty, products and campaigns that evoke the “good old days” resonate strongly. We’ve already started to see this play out in the beauty space—with brands re-launching nostalgic hero products.

For example, Urban Decay relaunched its iconic 2010s Naked Eyeshadow Palette for a limited time, featuring classic shades but with an updated formula and brush, appealing to the 66% of U.S. consumers who say they enjoy products that remind them of the past.

This approach invites brands to reimagine classic products with contemporary enhancements, such as updated formulations or eco-friendly packaging, aligning heritage with innovation while resonating with past and future audiences.

Scent has a unique ability to stir emotions and provide comfort, often tying us to cherished memories and cultural roots. d’Annam’s White Rice EDP captures this essence by drawing from the deep cultural significance of rice in Vietnamese traditions. Its subtly sweet and nutty aroma mirrors the warmth of a familiar bowl of rice, which has the potential to evoke an intimate sense of peace and belonging.

For brands, scent is a gateway to emotional storytelling. Products inspired by familiar aromas, whether connected to food, family, or cultural heritage, resonate on a personal level, strengthening the bond with consumers.

Packaging design has also emerged as a tool for comfort capital. By drawing on familiar objects in creative or surreal ways, brands can inspire delight and drive escapism. For example, Chinese brand GOGO TALES gained attention for lipstick packaging shaped like AirPods cases, blending everyday familiarity with playful design. Such creativity not only disrupts the routine but also sparks curiosity and online engagement.

Beyond playful aesthetics, the product application experience itself can enhance comfort. Half Magic’s Lip Snuggle High Pigment Oil Balm, for instance, uses an ultra-soft fuzzy applicator paired with a nourishing formula, creating a touch-based experience that feels indulgent and soothing. These thoughtful details add depth to the comfort narrative, elevating the product experience.

Comfort capital highlights the increasing value of stability, familiarity, and escapism in a rapidly changing world. For consumers, these products act as an emotional anchor, offering moments of relief and belonging amidst uncertainty. For brands, it’s a call to innovate with empathy, weaving nostalgia, sensory storytelling, and thoughtful design into every touchpoint.

About the Author

Clare Hennigan is Senior BPC Analyst, Mintel.

Header Photo: Shutterstock/ Irina Kvyatkovskaya