Credits: Kevin O Connor
What newness is thriving in the Beauty industry? Get ahead of the game with these 5 hot prospective Beauty trends.
AUGMENTED INCLUSIVENESS
Credits: Fenty Beauty
Greater diversity in the form of “all inclusive” products has been one of the biggest movements in the industry, especially in 2018, at the same time the hashtag #blacklivesmatter boomed on social media. The success story of Fenty by Rihanna has opened the eyes of the industry of a change in society, and the tremendous success of the line revealed the business potential of extended color shades.
This “Fentyfication” of the Beauty world took the Beauty world by storm and the body positive lingerie line, Savage x Fenty, might do the same for the body-diversity cause. Now the heritage brands are moving to 40, 50 or 60 shades, with a growing interest for undertones to achieve the best match of tone(cold with blue, pink and red, warm with yellow and gold or neutral, with a mix of both).
What’s next in 2019 (and beyond)?:
So, what’s the next move for inclusiveness? More sophistication is on the horizon thanks to new products: inclusive lipsticks (Mented), inclusive concealers (the Power Play Full Coverage Concealer par Cover FX, available in 30 shades with 4 undertone options, and the 50 shades of Concealers at Fenty) or inclusive blushes like Glossier’s variety of Cloud Paint.
Beyond skin color, brands are expected to address a greater variety of inclusivity - genderless, ageless, sizeless - the “traditional” norms have gone out the window and singularity becomes the standard. A small indie revolution that has now affected legacy brands and caused a real disruption in luxury beauty as seen in Givenchy’s first genderless makeup line launched in January 2019.
2. SPIRITUAL WELLNESS
Credits : Odacité
After years of active wear and sports-friends cosmetics, now is the time for a gentler take on healthiness. Consumers aspire to wellness, bliss, as the new face of the wellness trend. Beauty seeks balance and self-awareness, with the rise of new centers of self-care like meditation, sound yoga, Ayurveda, crystal healing and ASMR (hello beauty brands Odacité and Rollonjade). Wellness is no longer a segment but a 4.2 billion industry with a +12,8% growth in 2 years according to the Global Wellness Institute. A shining example: star ingredient CBD that improves skin through relaxation properties, and regenerating natural practices to optimize night time and sleep (Have you heard of Moon Dinners or Nap Spaces).
“What’s interesting is that the very true vision of Beauty has changed: it is no longer just a topical. It is something that comes from within…an inner glow obtained through a holistic routine including healthy food, relaxation, new forms of meditation or yoga, sleep etc. This means that brands need to think beyond the jar, and propose a more lifestyle approach.” deciphers Leïla Rochet, founder of the Cosmetics Inspiration & Creation agency.
What’s next in 2019 (and beyond)?:
The market will evolve towards a new augmented wellness. The semantics of efficiency will be replaced by claims expressing gentleness, softness, with terms like “relax” to translate a strong action on the skin (ex: Murad - Revitalixir Recovery Line). Night care will get livelier than ever with the renewed importance of sleep, and makeup will carry “Zen” properties (ex: Milk Kush line).
3. ENHANCED SKIN
Credits: Glossier
“Nourish rather than decorate”: we deciphered the “skin up” trend in one of our top 2018 articles. This trend is still vibrant in 2019, with bolder moves. Think enhanced skin rather than photoshopped skin. Overdone looks, heavy contouring and lavish self-portraits are no longer trendy and have been replaced by flattering natural looks with creative touches like glitter strokes of foil-like finishes. Skin up is an art, mixing makeup and skincare, stroke by stroke, to reveal naturalness.
In the US, the number one Beauty market in the world, the dynamics of the market is no longer makeup, but skincare, revealing a new era of beauty focused on skin quality.
What’s next in 2019 (and beyond)?:
“Healthy” looks will continue to trend, with new generation of skincare products infused with makeup properties like smoothing, perfecting, plumping. Keep an eye on: nomad multi-use or perfecting sticks (like Glossier’s hit Zit Stick) and a new generation of hybrids - skin tints, moisturizing highlighters or perfecting mists.
4. INSIDE OUT ZERO WASTE
Credits: Sylvie Tittel
Brands continue to increase their efforts to reduce non-recyclable waste and create glamorous biodegradable alternatives for packs, ingredients or components like glitters or scrubs particles. According to Zero Waste’s study, the Beauty market generates more than 120 billions of single packs, most of them being non reusable. Plastics are at the core of these preoccupations as the European Parliament recently approved a ban on single-use plastics such as straws, plates or cutlery. The US also made a great move with Hawaii banning harmful solar filters in 2018 to protect marine biodiversity.
What’s next in 2019 (and beyond)?:
Additional efforts of preserving the environment will continue as consumers look for more sustainable alternatives, and even more for the GenZ. A recent international study by Unilever showed that a third of consumers (33%) choose brands that are good for both society and the environment. Zero waste initiatives will continue to grow as several YouTubers have participated in zero-waste challenges, and new retailers move to package free products (ex New York first Package Free Shop). One of the key beauty pioneers of this movement is Lush, launching mineral-based glitter and pack-free shops in Berlin and Milan.
5. FAKE’UP IS THE NEW MAKE’UP
Credits: Kim Carpenter
Fake accessories are no longer a synonym of tackiness in 2019. Fake lashes, fake nails and other bold accessories have literally exploded on the Beauty market, with a +30% growth of fake lashes in the US (Source: NPD).
No longer reserved for nights out, fake accessories are on the contrary a way of giving an edgy touch to a natural look.
What’s next in 2019 (and beyond)?:
New fake accessories will be part of the innovative options for brands, especially indie brands. Lash-friendly and extension-friendly treatments will certainly grow as well (Lash+Brow Shampoo by BeautyGarde) and, just like in Asia, mascara made for fake lashes for an even more creative look.
The Cosmetics Inspiration & Creation Agency, specialist of the Beauty world, just launched its latest Inspiration Makeup USA trend book. Interested? Feel free to contact the agency.