Anti-pollution ingredients are not just a fashion trend but are likely here to stay. In fact, pollution protection is becoming as essential as UV protection, especially in highly polluted megacities. Consumer’s needs around the world are driving the demand for urban cosmetics specially designed for city life. This opens up worldwide opportunities to market new ingredients able to clean, protect and repair our natural barrier against pollutants. However, Eastern and Western consumers demand antipollution products for different reasons and thus customization and proof of efficacy are key to capture the growth potential of the market.