Who doesn’t love an insider trend prediction? This one is written by Alexia Inge, co-founder of Cult Beauty. On-line retailers have to be really sharp on what they think will sell and one of the ways to do this is to track how consumers behave while they’re actively on the site. So, for example, they might arrive at one product and end up buying something completely different after a long journey through the site. What makes someone press the buy button is a movable feast – there are so many factors but if you have these stats to hand you can see a trend emerging as more people search for the same thing.
Any savvy buyer will follow the search terms and hashtags religiously to get an insight into what is emerging, and that’s what this report is – an insight into what is currently piquing the curiosity of beauty consumers. Starting with an observation from the introduction; ‘consumers are looking for a connection on a more human scale’ with the brand that they’re drawn to. That spells trouble for brands who have relied heavily on the mega-influencer movement as trust falls to an all-time low but moves in favour of smaller, more ‘real’ micro-influencers who aren’t so bound by the dollar. The first trend prediction is The Bright Side. In short, things that make us happy, whether it’s texture, aroma, brand honesty and humour or playfulness. Beauty has got way too serious and brands need to find a way to show that it’s okay to have fun with and enjoy the imperfections.
Fairly predictably, the next big thing is vegan beauty but trend wise, the sub-categories of that movement, such as Halal, nature identical and by-product beauty (coffee ground body scrub as an example). Number 3 is Mushrooms! Though to be gaining traction thanks to tourism to places like the Amazon where plant-driven rituals are commonplace. Look out for names such as Cordycaps, Reishi and Lions’ Mane as ingredients heading our way. Also if you’re London based, there is a Mushroom Exhibition coming to Somerset House in partnership with Origins. Fourth is Multi-Hyphenate Beauty (I didn’t know either…) which means multi-taskers that don’t over-egg the pudding. So, minimalism combined with efficacy and value would sum it up. Up next is Inhalable Beauty – not just your standard aromatherapy, but more of an advancement into ingredients that can fast track to our central nervous system to induce skin and mind to work together. Think of perhaps a really lovely smelling shampoo whose aroma stays with you through the day giving you little aromatic reminders that jolt your olfactory senses. Don’t be thinking bubblegum and vanilla – inhalable beauty will be earthy and grounding.
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Number 6 trend is all about transparency – proof of claims that are easily accessible to the consumer prior to purchase. Given that currently ‘clean’ is no more than a marketing term for the most part and customers are very aware of that, next level transparency with kite-marking or badges and ensuring that when a brand makes a claim they cannot un-make it when the next trend comes along. Brands will have to have absolute faith and certainty in what they’re saying before they state it on packaging, advertising or marketing. I’ll tell you a term that puts this into perspective – ‘marketing dose’. A marketing dose is the inclusion of a trend ingredient but in such a small amount that it has little to no effect on the skin BUT the brand can still claim its benefits. Skipping to Number 7 – Game Face – which as you might expect involves beauty movements around gaming or play (there exists a game where you can buy a make up look for your avatar … it’s only $9.99 so not a waste of money at all 😉 ). It’s definitely a Gen Z thing blurring virtual reality and actual. At Number 8, lash care is coming in strong – pretty much to repair the damage done by lifts, perms and poorly performed extensions. Lash growth serums are expected to be huge, as are non-water proof mascaras and repair kits. No 9 is ‘Trichologistas’ – a movement to take care of our hair in a similar dedicated way that we look after our skin. It’s not just skin that has a microbiome – hair does too – expect to see more products that look after your hairbiome on shelves soon – most likely in the form of scalp care of which we saw a flurry of newness last year.
Skipping through number 10, SPF Tech, which is as it sounds – more technically advanced SPF that includes the ability to synthesise Vitamin D (wow.. that would be amazing!) while still protecting, through to number 11, Healthspanning. Largely supplement and wellness based, this movement accepts that ageing isn’t a linear process – it’s not as predictable as we once assumed it was – supplements and products that speak to older consumers as person first, older second and promote vitality and positivity are a big focus for this year. Number 12 is, yes, you guessed it, Menopause. Again, supplement focused, the trend offers ways for women to help themselves (menopause is an under researched area as we all know, and GPs are just too busy) transition through. While I am yet to be convinced on any level that there is any skin care that can justifiably claim to be specifically beneficial for menopausal skin, whatever gets you through, gets you through. Think of it more as a well needed focus on this life stage and a chance to be kind to yourself. Menopause was never considered by retailers and brands to be a beauty topic but that’s very much changing. Be very aware of marketing nonsense which abounds in this space already. Korres Meno-Reverse cream is a great example and more will surely follow because where there is a marketer, there is a way! Be a smart consumer in this space and thoroughly beware of anyone trying to sell you a water spray with a spring of mint for £20.
So, that’s it – a lengthy post, but I’ve really drilled it down to the need-to-know so you can identify them when you see new products emerging. A big thank you to Alexia for allowing me to share with you.
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