TREND INSPIRATION: SS25 beauty Snapshot

Palomo Spain NYFW SS25 - Lexie Moreland WWD

Following a packed SS25 fashion week schedule, the Cosmetics IC team highlights the most inspirational beauty looks from Paris, Milan, London, and New York.

Loewe PFW SS25

Simone Rocha LFW SS25

Loewe (PFW) went futuristic with oversized, silver cat eyes, giving the models an otherworldly and avant-garde appeal. There was a dramatic touch of nature at Simone Rocha (LFW), where floral masks made of carnation petals mirrored the collection for a breathtaking runway look.

Area NYFW Fall 2024

Chopova Lowena LFW SS25 - @laurenfreynolds

Area (NYFW) marked its 10th anniversary with a striking, all-over beauty statement. Tattoo-like stencils across models’ faces and bodies echoed the fingerprint-like patterns on the garments. Colourful clusters of gems framed the eyes in a sharp, wing-like design at Chopova Lowena (LFW), adding charm and sparkle to a standout beauty look.

Marni MFW SS25

Palomo Spain NYFW SS25

Marni (MFW) made waves with ultra-arched, pencil-thin eyebrows, blending old-school glamour with avant-garde beauty. Palomo Spain (NYFW) stunned with slicked-back hair and bleached brows, paired with bold orange accents for an avant-garde finish.

Diesel MFW SS25

Mugler PFW SS25

Diesel’s models (MFW) stunned with colored contact lenses, pushing fashion into sci-fi territory with a look straight out of Dune. Known for their bold designs, Mugler (PFW) pushed boundaries with sharp, V-cut bangs that covered the models’ faces, adding an ultra-edgy vibe.

The CIC Take

This is just a snapshot of our analysis from Fashion Week - contact us for our latest in-depth report.

Credits:
@theimpression_
Loewe
Simone Rocha
Area
@laurenfreynolds
Marni
Palomo Spain
Diesel
Mugler

Sporting BEAUTY: Expanding the codes of luxury

Credits: Getty Images/Christian Petersen/ Shacarri Richardson

As the dust settles after the spectacular closing ceremony of the Paris Olympics, the intersection of two powerful cultural forces—luxury and sports—comes into sharp focus. In recent years, the worlds of sports and fashion have converged in unexpected ways, with athletes transforming from mere sports icons into fashion and beauty trendsetters. This evolution redefines luxury perception, moving it beyond the confines of traditional elegance and into the realm of strength, resilience, and aspirational living.

The Olympics have accelerated this trend, solidifying the connection between sports, luxury, and beauty like never before. As luxury strategist Eric Briones aptly puts it, "As luxury Maisons seek new avenues of influence, aligning with sports movements—particularly the Olympics—means becoming part of a broader cultural shift." For fashion and beauty brands, this is an opportunity to redefine female beauty as not just glamorous but also powerful and healthy—a vision that resonates deeply with a Millennial audience increasingly devoted to fitness and wellness as a lifestyle.

In this article, we explore how the codes of luxury and beauty are being expanded through the lens of sports culture, and what this means for brands looking to stay ahead in an ever-evolving marketplace.

Luxury meets Sports – Fostering common values

Credits: Louis Vuitton/LVMH

LVMH made a culture-changing move when it became the first luxury brand to sponsor the Olympic Games, with a partnership valued at 150 million euros (accounting for nearly 1% of the conglomerate’s 2023 profits). The investment reflects LVMH's commitment to expanding its influence far beyond athlete endorsements and its desire to align itself with the aspirations and ideals of athletes and sports fans alike. 

The premiumization of the Olympics signals a clear shift in power dynamics and is part of the wider "luxuryfication" of sports, which sees brands increasingly targeting middle-class consumers seeking to emulate the lifestyles of elite athletes. What unites these, apparently distant, universes is the pursuit of excellence and quality.

From Chaumet-designed medals to French athletes wearing Berluti-designed outfits at the opening ceremony, and medal bearers donning vintage-style, distinctly French LVMH uniforms, the House’s influence has been evident. And LVMH's investment has already yielded impressive results. The brand has dominated social media conversations surrounding the Games, generating significantly more value than its competitors.

Connecting Beauty, Athletes, and Volunteers – A new era of influencers

The Olympics have always been a platform for showcasing athletic excellence, but today, they're also playing a pivotal role in ushering in a new era of influencers. With gender parity achieved for the first time and the rising influence of Gen Z, beauty culture is becoming an integral part of the sporting landscape.

Gen Z’s seamless integration of beauty into their everyday lives has led to a surge in sports and beauty partnerships, with brands like Glossier and Fenty Beauty leaning into the global exposure of the Olympics to extend their influence with this cohort. 

Glossier's ongoing partnership with the US women's basketball team not only provides athletes with beauty products but also leverages their massive social media following to propel the brand even further in the minds of consumers. As the popularity of the sport, and the individual profile of its star players, continues to soar, Glossier becomes intertwined with a powerful projection of style, success, and excellence. It’s a magnetic mix, and we can expect to see more of these types of collaborations in the future. 

Always a brand taking the most inclusive approach, Fenty Beauty brought another type of influencer to global attention during the Games - the volunteer. Over 600 of them, aged 18 to 21,  received Fenty Beauty makeup kits and tutorials, which allowed them to create “designated looks” with guidance from an on-site MUA (Source: Forbes). The global TV exposure of volunteers during the medal ceremonies ensured Fenty products were consistently on show. 

Beauty - An empowering medium in sports 

Credits: Getty Images/Sam Barnes / Sha'Carri Richardson (left) and Noah Lyles (right)

Forget race times, this year, the Olympics was captivated by a new kind of performance: beauty. Athletes like Sha'Carri Richardson used bold nails, expressive hairstyles, and tattoos to tell their personal stories of resilience and self-belief. From Richardson's Olympic-themed nail gems, emblazoned with her iconic "I'm not back. I'm better" message, to Noah Lyles' electric blue "icon" nails, beauty became a platform for self-expression and empowerment.

It was evident that beauty is increasingly being embraced by athletes as a means of amplifying their stories and achievements on a global stage. In this way, beauty has become an effective medium for connecting supreme health with personal identity.  This taps into a powerful cultural shift: 70% of consumers now prioritize health and appearance, and athletes embody that perfect blend (Source: McKinsey & Co - The top wellness trends in 2024 - January 2024). Beauty brands are taking notice, integrating with sports to connect with an audience where fitness is a core part of their self-identity. 

The Cosmetics IC Take

In this evolving landscape, luxury brands are venturing into the sports arena, aligning their ambitions with a new cultural movement and embracing values of resilience, health, and elevated performance. 

The Olympics have helped to propel a new vision of femininity, one where beauty is intrinsically linked to success. And brands are already adapting to this cultural shift by forging targeted partnerships with sports stars. Serena Williams’ Wyn Beauty, launched in April 2024, exemplifies this integration. Marketed as “makeup you can move in,” Wyn Beauty combines clean, high-performing ingredients with innovative textures designed for active lifestyles. This approach underscores a growing focus on sweat and smudge-proof formulas, addressing the needs of consumers who value both performance and aesthetics.

Similarly, the Athletic Cosmetic Company’s water-resistant mascara, The G.O.A.T. The Greatest of All Time (January 2024), highlights the shift towards cosmetics that withstand rigorous activity. These developments reflect the broader trend of blending beauty with sports, catering to the evolving demands of an active and style-conscious audience.

Further insight and inspiration on the new perceptions of luxury and the links between sport and beauty is available in the agency’s latest trend reports: Higher Perspectives: Makeup Inspiration from the U.S.

Contact the team today for more information!

Gen Alpha – Next Gen Power

Photo: Indu - source Instagram

Generation Alpha is making waves in the beauty industry as indirect purchasers but also as a major influence over other generations. However, the #SephoraKids phenomenon – young skintellectuals buying into adult-skewed beauty brands - has raised concerns regarding marketing to minors and has triggered a wave of scrutiny into beauty brand ethics. Now, this cohort of 2 billion is being catered to by a new wave of brands that speak directly to their needs. 

Who is Gen Alpha?

Gen Alpha is the generation born from 2010 (to 2025), totaling over 2 billion people worldwide - making them the largest generational cohort. More than digital natives, they are also the first generation to experience remote services - from streamed entertainment to virtual classrooms.

Beauty addicts

Gen Alpha is a generation of beauty addicts, with teens now spending an average of $324 annually on core beauty products, up +23% YoY (Source: US - Piper Sander). Gen A’s projected combined spending power in 2024 exceeds $5.39 trillion, surpassing Millennials and outpacing Gen Z. It is clear that there is a huge opportunity for brands to capture the imaginations of this highly engaged demographic.

Major household influencers

Gen Alpha exert more influence over their parents than any other generation that has preceded them - 92% of Gen Alpha parents say their children regularly introduce them to products, services, or brands (Source: DKC’s analytics group). This influence extends over nearly every product category, including Prestige beauty, where spending in households with children outpaces those without (16% vs 6%, Source: Circana). Prestige fragrance sales among higher-income households (over $100,000) with children also grew at twice the rate compared to households without children (Source: Circana Q1, 2024). 

Creating a new Eldorado

Progressive brands are beginning to walk the tightrope between appealing to Gen Alpha skintellectuals while mitigating the ethical dilemma of promoting responsible skincare usage. 

These include brands like Indu (UK), which has just secured $5.1M in seed funding (led by Unilever Ventures) and will launch into US stores in 2025. Formulated for and by teens, Indu works with a community of over 250 young consumers to develop its product range and marketing campaigns. In June, the brand launched the Indu 101 blog - a content platform designed to educate teens about skincare and provide a safe space for experimenting with new makeup trends. Also taking an educational approach, teen skincare brand Byoma (UK) has created the “MiSKINformed” campaign to highlight misinformation in the skincare space.  Bubble (US) recently collaborated with the Pixar movie Inside Out 2 (a movie about the mental health experiences of a pre-teen) to create a three-step barrier-boosting routine designed to address “your days’ ups and downs”. 

The Cosmetics IC Take

Between business opportunities and ethical dilemmas, brands must consider this generation with caution. Successful brands already operating in this space (outlined above) not only share an affordable and accessible price point but also share a transparent approach that appeals to both Alphas and their parents.  Brands must propose age-appropriate answers to young consumers’ needs and take on the role of educators and myth-busters (as we’ve seen Dove and Kiehl’s do to great effect recently).

As Alphas exert their influence over the industry, the agency continues to pay close attention to their behaviors and needs. To understand the specificities of this fascinating new generation of beauty consumers and explore new business opportunities, contact us today for your Gen Alpha Beauty report. In the meantime, you can explore our latest trend report, Makeup Inspiration from the USA: Higher Perspectives, where we dive into the current dynamics shaping the makeup sector.

Inspiration Tours: Introducing Berlin

Art Museum - Berlin - Copyright - Cosmetics IC / Pic by Solène Albecq

Renowned for its avant-garde art scene, cutting-edge nightlife and conceptual retail, Berlin never fails to inspire. Cosmetics IC recently visited the cultural capital to discover how one of Europe’s most vibrant cities is becoming a key hub for Beauty inspiration. Art Director Solène Albecq reveals her three must-visit stores.

1- HIGHSNOBIETY

Highsnobiety - Copyright - Cosmetics IC / Pic by Solène Albecq

Unter den Linden 40

10117 Berlin

Open: Monday to Saturday 11am-7pm 

www.highsnobiety.com

ID Sheet

Purveyor of street and sneaker culture Highsnobiety has opened a new flagship store in the heart of Berlin’s Mitte district.  With a raw, industrial aesthetic, the store’s interior embraces the type of utilitarian aesthetic synonymous with 20th-century Berlin architecture. The material palette includes concrete, styrofoam, glass and stainless steel, which provides the ideal minimalistic backdrop to the meticulously curated collection of menswear, womenswear, accessories, sneaker, lifestyle and beauty brands. 

Inspiration Seeds

Agility is a key component of the store experience - the vast space is designed for flexibility, and will become a space for community interactions and brand activations. The aim is to build a real-life cultural hub on par with Highsnobiety’s online profile. 

2- LAUNDROMAT

Laundromat - Copyright - Cosmetics IC / Pic by Solène Albecq

Stargarder Strasse 74

10437 Berlin

Open: Tuesday to Friday 2pm-8pm, Saturday 11am-8pm

ID Sheet

Laundromat is a new store concept from Adidas that offers clothing rentals, curated second-hand items and collaborations with local artists. Adidas branding is kept to a discreet minimum - the aim here is to emphasise sustainability through rentals and by extending clothing lifespans. Local rental platform Pool offers a hand-picked selection of Adidas items, while the Berlin-based Westend Vintage provides an edit of cult retro streetwear and sneakers (collaborators will change regularly). 

Inspiration Seeds

This is a bold concept from Adidas, which leverages Gen Z’s appetite for re-sell and second-hand clothing to elevate its sustainability message. The store, designed to resemble a laundromat, is a constantly evolving space that is intended to platform local creatives, artists and brands that share a community-centric, planet-friendly approach.

3- FRAU-TONIS PARFUME

Frau-Tonis Parfume - Copyright - Cosmetics IC / Pic by Solène Albecq

Zimmerstraße 13

10969 Berlin

Open: Monday to Wednesday 10am-6pm, Thursday to Saturday 10am to 7pm

www.frau-tonis-parfum.com

ID Sheet

A must-visit for fragrance buffs, Frau-Tonis Parfume produces contemporary, unisex scents inspired by nature and the city itself. The minimalistic philosophy extends to the brand’s marketing (there is none) and their sales approach is one of customer-led exploration. All scents are made in Berlin. 

Inspiration Seeds 

Customers are invited to create their own perfumes, assisted by brand scent experts, and made at the in-store workshop. Everything here is about clarity and transparency - of ingredients and process.

INSPIRATION TOURS

Our Inspiration Tours are individually tailored guides to the world’s best beauty cities. From the K-beauty capital of Seoul to the laid-back cool of Los Angeles - we know where to shop and what to see to inspire your next innovation. Contact the team today for more information.

CONTACT US

For more information, email the team at contact@inspiration-creation.com or visit the website at www.inspiration-creation.com.

Follow us on LinkedIn (Cosmetics Inspiration & Creation) and on X, Instagram and TikTok (@cosmeticseeds)

TikTok: February 2024 Trend Inspiration

Source : @runscay / @milkydew / @daniellemarcan

Every month the agency listens in to the beauty conversation on TikTok to uncover the emerging trends to inspire your next innovation.  In February, inspiration came from corporate beauties and porcelain dolls, as Gen Z’s fascination with role-playing through makeup continued to propel beauty in artistic new directions. 

1. Office siren makeup

In keeping with the proliferation of office-friendly looks at Fashion Week (blazer, pencil skirt, tailored shirt...) corporate looks are all over TikTok. Inspired by Bella Hadid’s nod to Y2K office attire, users are recreating the serious but sophisticated makeup style, accessorized by skinny-frame eyewear and clean hair pulled back into a neat bun or accessorized with sensible clips. The makeup is characterized by cool-toned eye shadow in grey/blue hues and discreet liner, a matte powdered complexion, and lightly glossed lips. 

Characteristics: corporate dress code/ metal-framed eyewear/ skinny eyebrows/ cool-tone eyeshadow/ matte complexion

Hashtags: #officesirenmakeup: 7,6M views / #sireneyes: 408M views

Videos: @zoekimkenealy / @lottiestarrs / @lenkalul/ / @runsca

2. Rhode lip case

Hailey Bieber’s Rhode has developed a new accessory: a specially molded phone case designed to hold one of the brand’s signature Peptide Lip Tints or Treatments. The ergonomic phone case (which also features tactile buttons and a cushioned grip for easier selfie-taking) doubles as travel-friendly storage for quick, on-the-go touch-ups. Bieber’s original Instagram post featuring the Tint holder has clocked over 2.1M likes, proving once again, the influencer’s ability to create viral content linked to product drops.  

Characteristics: portable / travel-friendly / time + space-saving / on-the-go touch-ups

Hashtags:  #rhodeskin: 9M views / #rhodeliptint: 4M views / #peptideliptreatment: 30,1M views 

Videos: @britishvogue / @biebervelli / @milkydew / @justin_haber 

3. Pearl skin

Following Pat McGrath's iconic makeup look for the Margiela Haute Couture SS24 show in January, TikTok’s obsession with ultra-radiant, almost wet-look skin continues to intensify. An Instagram Live tutorial where the MUA revealed how to recreate the hyper-real porcelain skin effect was watched by 17,000 viewers. Interpretations of McGrath’s surreal, doll-like complexions are given a more achievable twist on TikTok, with creators building on the K-beauty #GlassSkin trend to create super-radiant skin that errs just on the right side of surreal. Using serum foundations, soft pink blush and highlighters, the aim is to achieve an allover ultra-fresh skin look with a radiant, pearlized finish.  

Characteristics: wet-look fresh skin / super-radiance / pearlized highlighters / pink-coral blush /  MAC Hyper Real serum foundation

Hashtags: #pearlmakeup: 9,2M views / #dewymakeup: 106M views / #glassskin: 1,3B views / #glassskinmakeup: 63,7M views

Videos:@daniellemarcan  / @saraorrego__/ @maccosmeticsusa/ @sunyatoo/ @hayleybuix / @sadelm3

The Cosmetics IC Take

Gen Z’s fascination with character play continues to inspire new levels of creativity and artistry, as they demonstrate a keen ability to translate catwalk inspiration and abstract concepts into achievable everyday looks.

We explore the evolution of luxury gestures and the growing appetite for extravagance in our 2024 White Book: the Age of Thrill, which is available now. Contact the team today to get hold of your copy.

The Female Gaze: Radically Redefining Korean Femininity

Self-expression, equality, and independence: these are the prominent demands of young Korean women, who, despite continued obstruction, are pushing against established narratives to rewrite the rules of femininity. 

Photo credit - Oddtype via Instagram

Our latest What’s Up Korea report delves into what has become one of the biggest social-cultural shifts in Korea - the rise of feminism and the emergence of new aesthetic codes. With 64% of Korean women in their 20s supporting feminism, this is an issue that is already influencing and shaping K-beauty trends, giving rise to gender-neutral, masculine, and rebellious looks.  

Read on to discover key highlights from The Female Gaze - one of five key territories identified in our full What’s Up Korea report - as femininity is radically redefined by the next generation.

1. 4B BEAUTY

South Korea has had a recent history of bold feminist action, from the call to “free the corset” in the late 2010s to today’s radical “4B” movement. The formation of 4B marks an ideological shift as young Korean women mobilize to shake up societal expectations. The four "B’s" are based on the following four principles: Bihon (no to heterosexual marriage), Bichulsan (no to childbirth), Biyeonae  (no to dating), and Bisekseu (no to heterosexual sexual relationships). 

This radical new thinking bleeds into beauty, fuelling  #utilitycore and #militarycore trends on social media, as women absorb traditionally masculine codes into their beauty sphere and K-pop idols proudly go makeup-free. At Seoul Fashion Week, highly functional and gorpcore-esque, clothing came in a muted, military palette that was echoed in the minimalist, colorless and barefaced makeup looks, spotted at Ajobyajo and BLR.

2. GRUNGE GODDESS

Breaking the rules of traditional makeup, the emergence of alternative looks is closely aligned with the rise of feminism. We are tracking a growing trend for glossy lids, hand-drawn freckles (+33.7% YoY increase in Naver searches - Spate NY Tool - Oct 2022 to Nov 2023 vs Oct 2021 to Nov 2022), dark under eyes, teeth gems, bleached eyebrows and piercings. At Fashion Week, the aesthetic was elevated at Vegan Tiger, where models sported exaggerated freckles and glossy lids, while at HEEYONGHeE, the only obvious sign of makeup was a dark purple undereye. Here, hair was almost greasy, with loose strands falling all over the face for a messy, don’t care look.

3. WARRIOR GLAM

Coming out fighting, young women are going to war with the patriarchy. South Korean women are being shown in a new, empowering light - from the success of the new feminist thriller Green Night (starring Fan Bingbing) to the bold feminist lyrics in the debut single of girl group Nugu. Against this backdrop, fashion and beauty are becoming key weapons to articulate women’s dissatisfaction with outdated ideologies. At Fashion Week, Holy Number 7 took inspiration from the boxing gym, with models sporting sparring gloves and head protectors as accessories. In beauty, a more sophisticated coolness emerges, far from the romantic and girly aesthetic that defines mainstream Korean tastes. New brands are inspiring consumers to embrace their individuality, such as the vegan-certified Oddtype, which proposes an embracing of individuality, and beauty that cannot be defined by one type. This brings a fresh perspective to the Korean beauty space, that breaks away from cliches. 

THE COSMETICS IC TAKE

Shifting gender politics in Korea will have global implications for the beauty industry, as young Korean women move away from conventional beauty tropes to embrace more radical and expressive looks. This departure will have a huge impact on cosmetics innovation, changing the direction of the Hallyu beauty wave as brands must adapt to stay relevant to politically engaged and empowered consumers.

To get your copy of the full What’s Up Korea report, to arrange a personalised Seoul Inspiration Tour, or for a specialist Seoul Retail Report, contact us today.

TIKTOK: September Trend Inspiration

Every month the agency listens in to the beauty conversation on social media to uncover the emerging trends to inspire your next innovation. Read on to discover the next food-inspired beauty trend and the controversial music video that is inspiring TikTokkers to experiment with provocative beauty looks. 

1. STRAWBERRY MAKEUP by Hailey Bieber 🍓💋

Naming skin trends after food has become a trend in itself, and despite some backlash, TikTokkers continue to latch on to these buzzy terms. From latte makeup to potato makeup, food-related shades are capturing the imagination. 

In August, strawberry makeup went viral, thanks to Hailey Bieber uploading a photo of herself with a dewy, fresh look, signed off with the emojis: 🍓💋. In doing so, she inadvertently created this summer’s signature beauty trend, #strawberrymakeup. Perhaps not coincidentally, Bieber timed her strawberry post with the launch of a new lip treatment flavour by her brand Rhode; Strawberry Glaze. 

The strawberry makeup look is defined by a quick, fresh summer makeup that continues Bieber’s signature style of a glowy, rosy, light complexion created using creamy products. The T-zone is illuminated, while the contour is accentuated by a darker bronzer. The key element is "false freckles", which have been a constant feature over the summer. Finally, the lip contour is worked with a lip pencil and then a gloss to finish.

Key Influencers: @andrea_subotic/ @jamescharles / @glowwithnorhane

Rising Hashtags: #strawberrymakeup – 308.6M views / #strawberrygirl – 60.4M views (September 14, 2023)

Spate Data: TikTok searches for Strawberry Makeup +4386,5% YoY (September 11, 2023)

2. CONTROVERSY by Doja Cat🩸🥀

Doja Cat has never been shy of courting controversy and her latest song, “Paint the Town Red”, is her most provocative creation yet. The TikTok-famous dance anthem flirts with themes of satanic worship, feeding the cultural appetite for transgressive content. In the music video, she is seen embracing the grim reaper, throwing raw meat, wearing pentagrams and devil horns. 

Doja Cat’s creative subversions have a loyal following on social media, triggering copycat makeup looks inspired by the themes explored in her controversial content. Adjacent looks play with the aesthetic codes of Paint the Town Red: new romantic, vampiric and gothic gestures,  blood red lips outlined with a darker pencil, black and red graphic eyes, fake blood artistry and mis-applied mascara. 

Key Influencers: @tyra.mua/@makeup.lois/ @k.figaszewska/ @jeamyblessed/ @anemariemua/ @sophiasinot

Rising Hashtags:  #dojacat – 28.3B views/  #demonsdojacat – 3.4M views/ #painttownred – 6.9M views/ I paint the town red makeup – 18M views (September 14, 2023)

3. WRINKLE ART - taking it back to 2018 -🌪️

The latest creative beauty hack doing the rounds on TikTok was spurred by @nettart (27.7K followers on Tiktok), who created the look that she calls, "metallic chic". To achieve a wrinkle-effect, the model is asked to squeeze their eyes shut tightly, and then metallic pigment is worked over the folds of the inner and outer corners of the eyes. Once the eyes are open a stencil-like effect is created from the negative space of the folds.

Key Influencers: @catquinn / @josiezhou1028/ @meicrosoft/ @f.bermann/ @arsonblue/ @julias_makeup_palette

Rising Hashtag: #wrinklemakeup – 97.8K views (September 14, 2023

The CIC Take

The popularity of Doja Cat’s often shocking social media content confirms the shift towards transgressive beauty influences. Brands should take confidence in the consumer appetite for edgy, alternative looks and develop products that fuel the desire for subversive experiences: such as sticky, visceral textures, gore embellishments, and prosthetics that dramatically alter the features.

Genderful Beauty: Makeup for men hits the mainstream

Source: Pleasing x Marco Ribeiro

Thanks to an influx of TikTok creators, the male makeup category is finally having its moment. Fuelled by the boom in #GRWM (Get Ready With Me) videos, men are more comfortably - and confidently - experimenting with colour cosmetics. In a short period of time, the trend for male makeup has shifted from the red carpet to the shelves of High Street retailers. 

Our agency’s latest US Makeup Inspiration book: Beauty’s New Manifesto, explores this new arc of masculine beauty, defined not by an aesthetic ambiguity but by an embracing of all male archetypes. 

1- Do you want to #GRWM (Get Ready With Me)?

With 96.4B views on TikTok, the #GRWM hashtag has become one of the most popular in the beauty sphere, as creators share their multistep makeup routines with their followers. Its popularity among male users and content creators has accelerated since the pandemic, propelling the normalisation of men-in-makeup and creating strong consumer demand for male-leaning products and messaging. 

Male makeup brand Stryx has built a strong TikTok following thanks to its #GRWM content, which is often fronted by its founder Jon Shanahan. Stryx pushes the boundaries of male beauty beyond gender fluidity: videos where a moustached Shanahan shows how to apply makeup often perform better than those featuring men without facial hair. This type of content is helping to propel men-in-makeup into a new space of acceptance.

Key hashtags: 

 #GRWM: 96.4B views

#mensmakeup: 363.7 million

#boysmakeup: 22M views

2- A Pleasing Sentiment

In our US Makeup Inspiration book, we highlight the continued influence of Harry Styles’ Pleasing.  The brand continues to drive a powerful and genderful approach with inclusive visuals that show products against all genders, skintones and ages.  Pleasing empowers men to be part of the colour cosmetics conversation.

The brand’s recent collaborations - a makeup range with fashion designer Marco Ribeiro (September 2022) and the Pollinators nail varnish micro-collection (April 2023) - are designed to encourage infinite experimentation through bold colors - whatever your gender. 

Taking a leaf from Pleasing’s playbook, Good Weird is a new genderless Gen Z beauty brand (March 2023) founded by two men and fronted by American model, actor and skateboarder Evan Mock. The brand’s hero product is a bronzer stick that comes in a range of skin-inclusive shades.

3- Mainstreaming Masc Beauty

As the momentum behind male makeup gathers pace, High Street retailers and mass market brands are recognising the growing demand for male-focused products. 

UK retailer Boots is bolstering its male grooming offer with the introduction of UK indie brand, Shakeup Cosmetics. The range on offer will include an undereye concealer, tinted BB moisturiser and lip-plumping gel. While in late 2022 Rimmel London named Olympic athlete Tom Daley as tit’s first-ever global male beauty ambassador. 

The CIC Take

The consumer perception of masculine stereotypes is rapidly evolving thanks to a new era of male beauty icons and the democratization of skincare and beauty, propelled by TikTok. There is an opportunity for brands to be bold and pitch to the growing male market with messages of creativity and freedom of expression. 

For more insight into the metamorphosis of the male beauty category, and others, our latest Makeup Inspiration from the US book is available right now. Contact us today for your copy. 

What's next for 'Clean Girl'?

Pic: Averie Woodard via Unsplash

In our latest deep dive report, Makeup Inspiration from the US: Beauty’s New Manifesto, we explore the future direction of the Clean Girl aesthetic, as consumers evolve the trend into artistic new territories. 

One of the key aesthetics that emerged in 2022

The Clean Girl look centers on neutral, barely-there makeup, effortless yet glossy hair, and neat but understated nails.

This hyper-clean aesthetic continues to capture consumers’ imaginations, but in the fast-paced world of TikTok, #cleanbeauty (2Bn views) is already evolving into new expressions of minimalism. Consumers are leading with artistry, applying elevated skills to their daily routines to create brilliantly bare-faced beauty looks that shift the no-makeup makeup narrative.

How the #CleanGirl trend is influencing Beauty

Looking at Google search data, analysed by our partners at Spate, ultra-clean aspirations are moving in an ‘ultra-soaked’ direction. Shower-fresh and weather-bitten makeup looks are emerging as the next iterations of Clean Girl. 

Spate reveals an upsurge in wet-adjacent search terms including ‘juicy’, ‘dewy’, ‘glossy’, ‘glass’ and ‘jelly’. Year-on-year Google searches for ‘Dewy’ are up +73.6% and ‘Dewy Skin’ is +40.6%, (based on Google searches – 2022 vs 2021).

The Clean Girl aesthetic is not just for the face, we’re also seeing the trend reflected in a growing desire for minimalist nails, as seen in our latest analysis of nail trends.

 What it means for Beauty innovation

Consumers understand that there’s more to immaculate skin than meets the eye and they are scouting for products that double-down on benefits - pairing hydration with skin-smoothing - to create the best canvas for their Bare Artistry. 

Inspired by the K-beauty trend for skin slugging, new techniques that drench the skin (and hair) in ultra-rich moisture are becoming mainstream, thanks to social media. This movement is inspiring a new generation of clean foundations with super-moisturising capabilities, which are loaded with active ingredients inlcuding hyaluronic acid and precious oils; according to Spate figures, ‘Water-based Foundation’ searches are at +43.9% YoY.  Sales of prestige radiant foundations also increased by 42% from January to the end of October 2022, while sales of prestige highlighters increased by 24% (Source: NPD). 

Among the key launches in this space, which are highlighted in our report, is Westman Atelier’s Vital Skincare Complexion Drops (August 2022) which has the texture of a serum and the beauty of a skin tint. As a “bare skin” magnifier, it improves skin quality thanks to the inclusion of Tsubaki oil, ginseng and pomegranate extract.

TikTokers are moving on from matte to embrace still-in-the-shower wet looks, and this new direction is about achieving the ultimate all-over gloss on the skin, lids, lips and hair.  It’s a look that can be obtained with About Face’s Vinyl Effect Eye Gloss or the Gloss Medium formula from Pleasing, which can be used across the lips, eyes and face to create a radiant allover, high-velocity sheen or applied over pigments to elevate color and obtain a more glossy finish.

The CIC Take

There is an opportunity for brands to investigate new hyper-clean narratives, pairing the fundamentals of the clean aesthetic (hydrated and flawless skin, understated beauty) with creative new interpretations; from ‘I’m Cold’ to ‘Shower Makeup’. These are trends born and evolving on TikTok, where Gen Z creators are expressing the notion of ‘healthy’ in increasingly novel and artistic ways.

We explore the evolution of the hyper-clean trend, and much more, in our latest deep dive report, Makeup Inspiration from the US: Beauty’s New Manifesto. As ever, our research is supported by Spate’s invaluable data insights. Contact us today for more details.

A SNAPSHOT OF FRENCH AND AMERICAN TRENDS - FOCUS ON COLOR

Photo: Chandri Anggara from Unsplash

As part of our ongoing partnership with intelligence platform, Spate, we dive into the data behind their latest consumer report and decode what it means for the French and US beauty sectors.  

“Spate’s rich data analysis brings deeper insight to our understanding of these distinct markets,”  explains Leila Rochet, Chief Inspiration Officer of Cosmetics Inspiration & Creation. “We are able to leverage Spate’s search analysis data to confirm our prospective vision. It also helps us to better understand nuanced cultural differences and consumer behaviours.”

Spate’s latest report reveals the behavioural specificities emerging from each market. Here are our three major takeaways from the July 2022 France & America: Hair & Makeup Trends Report:

• The rise of warm red tones for hair color

In both countries, warm red tones dominate search volume changes. In France, searches for ginger hair are +2.0K; burgundy +1.3K; auburn +1K; and copper +700.  While red is the warmest color for French consumers, rising interest in babylights (+1.1K) also suggests a desire for subtlety. Likewise, in the US, red hair is the most searched for hair color with a volume increase of +213.4K, with copper (+36.2K), auburn (+35.8K), ginger (+32.3K) and red highlights (+29.0K) also all featuring in the top ten.  

Across both countries consumers are using more nuanced search descriptors to find their desired hair shade, often searching for various colors alongside red hair, demonstrating a growing desire for tonal color with dimension and depth - as well as suggesting a desire for individuality.

As we noted from Spate’s previous report on the US/France skincare market, French consumers lean into the classics - and the hair color category is no exception, with L’Oreal holding out as the most searched-for brand. However, US consumers appear to be more open to challenger brands, such as overtone  (+1.4K), adore hair colour (+350) and creme of nature (+260), which top out as the brands with the greatest search volume increase YoY. 

• Lipstick at the centre of interest

Lipsticks score high by search volume increase in both countries (+14% in France, +37,5% in the US). It is therefore not surprising that lipstick sales have seen a + 28% rise in Q2 -2022 in the US according to NPD. 

Long-wear and glossy are at the top of the list for French consumers (+1.7K and +1.1K respectively), while shine (+35.2K) and lasting (+16.1K) score highest for the US. 

Interestingly for a country so defined by its love of the classics, magic/colour-changing lipstick is a rising category for French consumers, breaking into the top three most-searched-for benefits with an increase of +770 YoY. 

• Eyeliners shift from classic to contemporary

Searches for eyeliner are at +8.9% in France and +11% in the US. While white and brown eyeliner are owning overall search volume in both territories, blue eyeliner is also increasingly growing on the consumer radar (+230 in France and +19.1K in the US). Green is also breaking through in the US at +12.5K, with classic black dropping into third place for both countries. 

The CIC Take 

French consumers are slowly shifting away from the classics, and are exhibiting growing interest in on-trend, contemporary colors and formulations. The uptick in searches for more niche lipstick benefits (such as ‘color-changing’, ‘waterproof’ and ‘sheer’) present opportunities for brands to inspire with innovative new concepts.  What is emerging is a shift towards greater expressions of individuality, which is apparent in growing searches for nuanced hair colors and bolder eyeliners. 

Download the full report here.

What’s Next

The agency will explore this opportunity in detail at the upcoming MakeUp in New York event, where Leila will be joined by Olivier Zimmer and Addison Cain of Spate to discuss the major global drivers fuelling the appetite for pleasure and individual expression. In the second of four Beauty Talks hosted by the agency at Makeup in New York, Leila, Olivier and Addison will deep dive into Joy-Care – Beauty in the Name of Pleasure, leveraging the most recent Spate consumer data insights, based on the analysis of online search data from the US, France and the UK.

Meet the team at the MakeUp in New York, September 14 & 15, 2022 at River Pavilion - Javits Center, New York

Beauty Talk #2 - Joy-Care – Beauty in the Name of Pleasure

September 14, 3:30 pm – 4:15 pm at the Beauty Agora

Pleasure Dosing – The New Beauty Rapture

Photo: People Images

At Cosmetics Inspiration & Creation we have been tracking the beauty-as-empowerment trend, noting the elemental need for products that bring wellness through joy. A quick dopamine hit goes a long way in a post-crisis society, and consumers are discovering new ways in which to access pleasure through makeup and boldly express their individuality. 

 We’ve been following the upsurge in TikTokers creatively articulating a sense of unfiltered joy through bold and colorful looks applied with incredible artistry.  In recent months we have watched nail art grow from a niche into a mainstream form of self-expression, and we have traced the latest revolution of luxury color from understated to exaggerated.

 Consumers are Pleasure Dosing their way to wellness with products that approach the art of beauty as an act of self-expression. Brilliant neons, chameleonic colors, face stickers, nail art and body adornments - are all rising on the consumer radar. Spate data shows an uptick in searches for Glitter Eyeliner (+41,8%), Rhinestone Nails (+26,3%) and Eye Gems ( +38,4%). Bold lip and eye colors are also on the up - searches for Orange Lipstick are +161,6% and Green is up +38,2%. 

 Freed from restrictions there is a deep desire to revel in color and creativity, and use makeup as a tool of transformation. Brands must develop products that deliver an instant shot of happiness, and meet the demand for unrestrained glamor.

We see Pleasure Dosing developing in three distinct pathways: 

●      Dopamine Reality: Superbrights popped at NYFW, where designers played with autumn-winter conventions to deliver collections packed with saturated hues. There was brilliant yellow and citrus orange, Yves Klein blue and hot purple - colors that are resonating with pleasure-seeking consumers. Neon eyeliners, ultra-pigmented candy-colored lipsticks and punchy, one-swipe eye products can deliver the beauty dopamine hit that consumers are craving.

●      Luxury Reinvented: Consumers are creating an aesthetic diversion from the At Home lifestyle of the last two years. Mastering sophisticated looks with new beauty accents, inventive finishes and alluring enhancements, luxury is reinvented for the new “Age of Hedonism”. With searches for “Glam Makeup Look” up +76.3% (1), consumers are opting for saturated lip colours, glitter cut creases, high shimmer complexions and metallic chrome finishes - Studio 54 filtered through a Y2K lens. Features are enhanced and turned up to the max, with volumizing and plumping products that deliver ultimate sophistication and look-at-me moments. And as the masks come off, lips are once again the focus.

●      Festival of Fakery:  Freedom unleashes the beauty peacocks, who are taking the opportunity to express themselves with a maximalist’s approach armed with lavish adornments, including face stickers, body gems and false, embellished nails. This is the armory of pleasurable transformation, enabling consumers to creatively switch up their looks whenever the urge takes hold.  These products are also interesting in the context of an increasingly 2D, digitalized world, reintroducing three-dimensional color, opulence and texture into our daily lives. 

Don’t miss the conference/ workshop of Cosmetics Inspiration & Creation at the MakeUp in Paris on June 16-17 (to be confirmed), 2022. In this conference, Leila Rochet, founder and Chief Inspiration Officer of Cosmetics Inspiration & Creation, will decode the Pleasure Dosing trend and what it means for the industry, and share examples from the latest international launches. Leila will be joined by Julien Lutz of Spate, the partner company of the agency, who will share the latest market data from the Spate research tool.

Conference of Cosmetics Inspiration & Creation with the participation of Spate.

Source: (1) Spate - Google Searches in the U.S. Year Over Year ending April 2022

Why the US is the land of luxury opportunity

Photo: Tanya Bernard

American consumers are in a flamboyant state of mind.  Since the pandemic, the US has made an impressive economic recovery, with Bloomberg confirming the country’s status as a global leader in luxury consumerism.  And according to Euromonitor’s Global Wealth and Luxury Report 2022, by 2030, the US will be home to the world’s largest population of high-net-worth individuals and ultra-high-net-worth individuals.

1- Revealing new luxuriant aspirations

Take inspiration from recent luxury launches, activations, and AW22 collections which capture the contemporary sophistication of the US luxurian.

Photo Credit: Oscar de la Renta / Tom Ford

• Overt Wealth: How do you show the world you’re a crypto-luxurian? A new limited-edition collaboration from Fendi and global digital asset management platform Ledger, has resulted in a collection of tech accessories designed to hold Ledger’s secure hardware crypto wallet. The collection was unveiled at Fendi’s Men’s AW22-23 fashion show on January 15.

• Day Luxe: For his AW22 collection, Tom Ford offset a monochrome color palette with sumptuous fabrications, that reinforced the desirability of the jewel box palette. Ford layered mono-colors to create depth and richness, bringing a heightened sophistication to daywear. 

• New Territories: Luxury brands are rediscovering the US and as the country gets wealthier, they are eyeing second - and even third-tier - cities as new retail hotspots. Prada is heading to Austin, Louis Vuitton will show its 2023 Cruise collection in La Jolla, California, and Kering has announced plans to expand its retail presence in Nashville and Atlanta.

2. Luxury’s new beauty codes

In our latest What’s Up US Makeup report, we highlight 10 of the latest trends for the US market, including the New Luxury Expression - a trend propelled by the buoyant US economy, ascending consumer optimism, a desire for higher sophistication, and to, quite frankly, look expensive.

The AW 22/23 catwalk season confirmed that sophistication is back. From haute hair styling to ultra-glam makeup, the luxury of freedom is being expressed through sophisticated new looks. And Americans are in the mood for a party - after months of restrictions, the return of socializing is a gift for those wanting to make a bold beauty statement.  In Beauty this manifests as a look that is equal parts Wall Street and 90s It Girl.

• Brown Brilliance: Intense chocolatey hues replace minimalist and neutral colors. Dark creamy lipsticks or coffee-and-cream nail polish are the new aesthetics to follow.

• Ultra-Comfort Matte: According to Spate, the number of searches using the term “Matte” has experienced +13,7% growth amounting to 762,4 K monthly searches. “Cream to Powder Foundation” was at +175,1% (Source: Spate NYC Tool - End March 2022 - Year Over Year).

• Monochromatic Statement: Color becomes a conduit for pleasure and self-expression, with vivid combinations and striking monochromes representing luxury’s new dynamism. Full-color looks make a bold statement, this is see-and-be-seen beauty that draws on layering mono-color to striking effect. 

This is an extract from our latest What’s Up US Beauty report for Spring 2022.

Our new What's Up report analyzes the latest evolution of the US Beauty market, decoding the societal changes and innovative paths of beauty brands, organized around ten inspirational trends.

Each trend is supported by examples of aspirational beauty archetypes, along with information on the new indie players, concepts and products that are changing the Beauty game. Every trend confirmation is backed by key data analysis provided by the Spate NYC Google search tool and Tribe Dynamics latest figures, allowing us to deliver you an even deeper level of actionable insight and market accuracy. 

Seventy pages, ten trends, unmissable insight.

contact us to ask for more information or for a quotation.

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MAKEUP BECOMES FAKEUP

PHOTO: @Paintlabco

Real-life and virtual life is blurring and impacting the beauty-representation and practices. Consumers are faking-it to achieve their beauty aspirations, using makeup shortcuts to achieve temporary transformations that lift their looks to new, hyper-realistic levels.  

Read about four directions deciphered by the agency that captures the emerging #FakeUp beauty trend, highlighted with key facts from Google searches from the SPATE NYC tool.

#1- Hyperrealism replaces surrealism

Hyper-real transformation is becoming the new beauty game, creating an inspiring space in which the real and the virtual now overlap and creating a fertile ground for creativity. Fake, oversized, synthetic, and hyper-volumized makeup looks dominate this space, reshaping conventional beauty standards and practices. Consumers are now looking to apply aesthetic tricks to their every day, using morphing tools and products to create exaggerated versions of themselves, albeit fleetingly.

Tapping the trend for creative transcience, Ephemeral is the LA tattoo studio that developed ink that is, ‘made to fade’ over the period of a year. Extreme exaggeration is also one of the key themes where new beauty falsies appear as “must-haves”. According to Spate NYC tools, Google searches for “eyebrow stamp” are at +359%, and “press-on nails” are at +10.7% in 2021.  

#2 - OUTERSIZE LASHES

False eyelashes are getting an upgrade this season. Lashes are becoming an area for bold, creative expression. A trend well-suited to the Insta generation, make this directional look more commercial by creating easy-to-follow guides and kits. The Mega Lash look springs directly from the digital landscape, and brands are meeting consumer demand for niche falsie products that deliver on outsize volume.  From the wet-look Lash Drip Icy Lashes by Kiss, to new ranges that tap the growing male falsie market, boom lashes are key to the hyper-real aesthetic.

#3 - HYBRID RUSH

Aesthetic practices are reinventing the rules as consumers opt for longer-lasting alternatives. The growing interest in hybrid lash extensions reveals consumers’ aim for an amplified lash look that combines heightened length with extra volume. Spate reports that there are on average 13.8K searches for “hybrid lash extensions” every month in the US, which is up +71.1% on last year (2021 vs 2020). Hybrid lashes can last up to 8 weeks but require special treatment, which brands need to consider when creating content and promoting products. With no current market leader in this space, there is a huge opportunity for brands to innovate with products and tools that cater to hybrid lash specificities.

#4 - NAIL INTRICACIES  

Nails also come under the magnifying class - literally - with consumers chasing products that can satiate the appetite for impulsive transformations. The popularity of artificial nails is at an all-time high - the latest forecasts predict the market will grow by $265.25M during 2022-2026, progressing at a CAGR of 5.59%. Google searches for “nail design” are up  +43.4%; “nail art” +56.1% and “French tips nails” +100.1% (in 2021 according to Spate Tool). Just like the trend for hyper-realistic makeup, the mood for nail art is overblown and exaggerated. Sophisticated falsies step in, allowing professionals and at-home consumers to customize elongated and elaborately shaped nails with surrealist art, unexpected textures, patterns and color combinations, and subversions of the classic French manicure. Pinterest has also recorded a spike in interest in creative nail art,  with searches for  “galaxy nail art” up +115% year on year, while searches for “ocean nails acrylics” have increased fives times over. 

This article is an extract of some go the key findings of our latest makeup report “The New State Of Being”. Contact us for more information.

BEAUTY IS BACK - 3 MAKEUP TRENDS TO FOLLOW

As the post-pandemic reality takes shape and consumer confidence slowly returns in line with the vaccine roll-out, we move forward with energy and optimism. Our latest What’s Up report outlines the bold creativity, energy and positivity with which consumers are facing everything from the return to socialization to the climate crisis. 

According to data from NPD, a third of US consumers plan to spend more this Holiday season, with almost two-thirds of consumers saying they are more comfortable shopping in-store than they were last year.  All signs point towards a rebound for the Beauty industry -  in the first half of 2021, makeup sales were +23% on 2019, and +22% on 2020. This over-arching positivity is evident in all of the core trends we highlighted this season; Beauty is being rebooted to meet the appetite for renewal and rebirth. 

 Our latest What’s Up report features 10 of the most exiting trends to follow to be ahead of the beauty game. Here is a little extract of 3 trends of our book.

#1 BEAUTY RESET

Source : Simihaze

 It’s time to hit the reset button. As we start to put some distance between the present and the pandemic, this is the moment for a Beauty recalibration. Exciting new brands, helmed by next-generation tastemakers, are breaking through with energy while established brands are taking the opportunity to realign their values with the new reality. We look ahead to the launch of Ariana Grande’s hotly tipped beauty line, r.e.m beauty, and check out the new brand Treslúce from creative powerhouse Becky G - a champion of contemporary LatinX culture. Similarly injecting bold expressionism into makeup, DJs, models and twin sisters Simi and Haze Khadra have launched their eponymous beauty line, Simihaze. Meanwhile, Sephora backs the rebirth of Fashion Fair - a 56-year old veteran of the Black beauty scene.

#2 FULL FLUSH

Source : Anna Sui NYFW 2021

What does a post-mask world look like? The transition from masks-on to masks-off is driving the trend for experimental product placement and colour-play, with flushed cheeks and temples signalling health and vitally to the world.  At NYFW, makeup artists at Anna Sui, Collina Strada, and Carolina Herrera applied blush high on the temples and across the eyes, as a contouring product to bring a new focus to alternative features. The message was clear; blushing-up is the new going-out makeup.  And in this experimental new beauty era, cheeks are not the only area on which to place blush. Eyes have taken on an even greater resonance over the past 18 months and now blush is being applied to underscore the power of the gaze. 

#3 JOYDRESSING GLAM

Source : Tom Ford NYFW 2021 & Saint Sintra NYFW 2021

The stage is set for beauty that is all about expressing unadulterated joy; from glitter drizzles to rhinestone-encrusted cat-eyes. Embodied by Tom Ford’s SS22 collection of glamorous sensuality, where jewelled brights and sequined fabrics were layered for a loose, louche silhouette, this next trend is all about The Glam. Capturing the Gen Z market for Y2K-inflected references, noughties club makeup popped on the NYFW catwalk at Saint Sintra and influenced the MUA for Private Policy. And plenty of brands are now tapping into this post-pandemic party spirit, with the likes of About Face, Iconic London and Danessa Myricks Beauty all dropping products that feature liquid glow, high-pigment glitter and infinite chrome. The party era is upon us.

Wonderland Forever: how glitter, multi-chrome, & unicorn shades are drumming up some serious buzz

Sies Marjan AW18, Opening Ceremony x Disney - photo: Dean Podmore

Unicorn, mermaids, glitter... are true mega-waves that continue to infuse the fashion weeks, insta-influencers and beauty looks. These new exploratory universes evoking childhood fairies but twisted with techno-futuristic are real inspiration for the beauty industry. They lead to new virtual pigments refecting light, new finishes, new claims that infuse all segments from eye colors up to personal cleansing products. 

This is highly "insta-genic" trend initiated by influencers and indie brands is now cascading to legacy brands as well. And the holographic trend seen in the latest fashion weeks at Sies Marjan, Balmain or Maryam Nassir Zadeh is here to stay as it has become also one of the hottest looks of the most iconic fashion designers.

UNICORN FOIL

Milk Makeup

Highlighters continue to be one of the most innovative segment in Beauty with shades now playing with light in a more futuristic yet regressive way. Strobing is made with ethereal mystical shades that shift in color and offer a mix of iridescent tones and multiple color effects as if coming out of a fairy tale. 

Too Faced launched its Festival collection with "a high-impact, out-of-this-world festival finish" and a unicorn inspiration. The unicorn holographic finish initiated in 2017 is still hot  and I-finish, "foily" way. 

In hair, the Prism Roots is making a buzz on social media (@kristinacheeseman). Fun Sexy Hair offers Mermaid Glow Getter to get glitter root. Even brush shampoo Ely Maya - Unicorn Brush Shampoo & Conditioner goes unicorn with a green and purple pastel marble aspect and glitter.

FAIRY BLUE IS THE NEW PINK

Following the trend of the Millennial Pink, light blue makes a massive come back as the new fairy color, color of serenity, fresh skies and watercolor atmosphere. Seen at the fashion week as one of the key pastel colors for Fall 2018, with a holographic twist - Maryam Nassir Zadeh, Sies Marjan - it is also one of the hit colors for highlighters.

Almay released Make Them Jelly Hi- Lite Mermaid Magic, a jelly highlighter in an iridescent blue shade.

Too Faced - Unicorn Horn

Almay Mermaid Magic

Maryam Nassir Zadeh Fall 2018 Image: Imaxtree

At Too Faced, it is Unicorn Horn - Mystical Effects Highlighting Stick, a creamy pearlescent blue gloss finish to add a magic twist to the look. 

GLITTER STATEMENT

Glitters are not only for Coachella anymore! They continue to be hot and indispensable.  During the NYFW, a lot of sparkle highlighted the models’ eyes or face. At Marc Jacobs, pressed glitter stretched across lids; Swarovski crystals on lids and below the brows at Kate Spade; sequins to decorate the eyes at Lanyu; loose gold glitter on a black smoky eye at Carmen Marc Valvo... 

Lemonhead LA

In beauty, brands enjoy playing with glitter, and it infuses every segment.

New indie brands such as Lemonhead LA have become sought after specialist in glitters and praised on social media.  Lemonhead.LA is a prestige, vegan and cruelty-free product line founded by make-up artist Megan Dugan. 

The glitter trend is also infusing the suncare market  with suncreens infused with sparkles - the Unicorn Snot Glitter Sunscreen.

Wonderland Forever is an extract from the What's Up MakeUp report - 01/2018 from Cosmetics Inspiration & Inspiration. This is only an extract of this trend as the full article is included in the report. Don't hesitate to contact us for information on the tarifs.