Humans have always been preoccupied with beauty. People in each historical era have tried various innovative beauty techniques and approaches to enhance their physical features and look more appealing. Whether it’s Greek, Japanese, or Egyptian prehistoric paintings or tales of royalties, they all illustrate the use of makeup and cosmetics by women to mesmerize people with their beauty. Not to mention, the use of lead-based cosmetics and creams by Victorian women that often lead to serious consequences. Luckily, the beauty and cosmetic industry evolved with time and many of the hazardous practices and ingredients ceased to exist.
The ever-increasing number of brands and products being launched into the market every now and then has been helping the beauty industry to prop up and advance. Here are some of the most notable and expedient trends of 2020 in the beauty industry!
Focus on Inclusive Beauty
Gone are the days when beauty manufacturers would only offer five or six shades of foundation or concealer and people had to settle for that. There are now a lot of brands that are offering as many as 40 to 42 shades of foundations and a huge range of color options in concealers to meet all their customers’ individual needs. Fenty Beauty, Lancôme, Make Up For Ever, Estée Lauder, and Maybelline are among the top brands that have taken the beauty world by storm with their diverse shade range. Also, beauty products used to be centered on one specific gender. Well, beauty isn’t limited to any skin tone or gender anymore. Brands, like Milk Makeup, are running gender-neutral campaigns which are being well-responded by consumers.
Transparency and Clean Beauty
The concepts of clean beauty and transparency are relatively new in the beauty and cosmetics world. Clean beauty generally embodies the brands being ethical and mindful during the production of their products. It ensures that the ingredients used are safe (non-toxic) and are ethically sourced and processed. Today, users are becoming increasingly aware of the pros and cons of the ingredients their beauty and skincare products contain. Consumers’ curiosity about what goes on their skin, hair, and body has forced the manufacturers to be more transparent about the contents of their products. Brands that integrate clean beauty and transparency into their policies are more likely to retain loyal customers and, hence, sky-rocket their profits.
Whether it’s makeup or skincare, people are becoming more inclined toward minimalistic attitude. From Instagram influencers and models to Hollywood celebrities, everyone is opting for effortless and natural glamour. No need to apply heavy layers of foundation, concealer, eyeshadow, and mascara. Minimalistic techniques and tricks combined with healthy and radiant skin are replacing cakey and overly-elaborative look. So, think a splash of colors on eyes with a nude lipstick to recreate an effortless look and achieve maximum output with very little effort. Similarly, go for a few quality skincare products with active natural compounds (preferably, plant-based) instead of an extensive 8 or 10-step skincare routine. You can invest in 3 or 4 multi-use products and still take good care of your skin with a simplified beauty regimen.
A Shift to Natural Ingredients
Natural and organic ingredients are not only limited to your diet, what goes into your beauty products is just as much important. Thanks to the reservoir of knowledge available online, people are familiar with what each type of vitamin, mineral, and protein does for their bodies, skin, and overall wellbeing. Therefore, now more than ever, people are turning to the Mother Earth for its wealth of skin-savvy ingredients. Consequently, manufacturers are now marketing their products with health and ethical claims instead of promoting synthetic premium-quality ingredients. The trend of using natural and organic ingredients seems to stay and become the new standard for the beauty world.
The shift of focus to conscious capitalism over recent years has not only compelled the brands to pay more attention to the procurement and processing of their ingredients but also the way their products are packaged. Many brands, like L’Oréal and Unilever, are now committed to keeping their packaging completely eco-friendly to reduce plastic waste and pollution as well as to ensure the sustainability of natural resources. Sustainability has become a buzzword in the beauty and skincare industry and businesses are now shifting away from one-time usage plastic packaging and taking up sustainable alternatives, such as using updated recycling technology or adopting refillable, recyclable, and paper-based packaging. Consumers and brands both are getting smarter and more mindful of their own wellbeing and for the sake of the planet.
Digitization of the Beauty World
One of the most prominent revolutionary hops in the beauty industry is the increasing use of digital technology for enhancing customer experience. From collaborating with tech companies and using AI to offering Virtual try-ons, brands are doing everything to gain competitive advantage and stay at top of the race. Big beauty brands, including L’Oréal and Shiseido, are working with digital platforms, like google, facebook, and amazon through e-commerce, consumer insight, advertising capabilities, users’ search data, and much more. Lancôme uses an AI technology-based foundation machine that helps the shoppers to find an exact shade match. A handheld device (colorimeter) is used to assess the facial tone and the result is analyzed through a computer, which runs it through 20,000 different shades to find the exact match. Finally, the results are transferred to a machine that mixes the foundation. Moreover, Sephora uses a try-on app to allow its customers to try hundreds of shades of eyeshadow and lipstick through their smartphones and in-store kiosks.
Bioengineered Beauty Ingredients
The boundaries between the natural and engineered are starting to blur now with the invention of many skin-savvy bioengineered compounds. Some people believe that natural isn’t always environmentally-friendly as they can deplete various natural resources. Moreover, the bioengineered ingredients often overlap the line between natural and lab-made. Consumers are becoming keen on experiencing if the innovative engineered natural ingredients can deliver the claimed results and cater to their specific skin concerns or conditions. Some of the commonly known bioengineered skincare ingredients are ethically-sourced keratin by Virtue Labs, animal-free collagen by Geltor, and biosilk proteins by Bolt Threads. Aderans, a Japanese wig-making brand is preparing artificial hair from 100% protein, unlike mainstream artificial hair made from petrochemicals.
The Bottom Line
The latest trends in the beauty industry are more focused on the wellbeing and convenience of the consumers rather than their luxury and vanity. Conscious consumers are more concerned about the way their beauty and skincare products affect them and their surroundings, persuading the brands to adopt more transparent and constructive approaches to ingredient procurement as well as product formation, packaging, and distribution. Hence, consumer-centricity has become the new beauty trend.