Following the pandemic, consumers are much more environmentally conscious and are moving back to nature through green beauty products in order to optimise their health. Furthermore, this industry push for sustainability is being driven by Millennial and Gen Z consumers (WARC, 2021). The most important features that consumers want to see in green beauty brands are bio-degradable or easily recyclable packaging, low carbon emissions, and eco-friendly ingredients. Starting in 2020 65% of consumers have made an effort to recycle beauty packaging, and would like to see more refill stations in beauty stores (Dover, 2020). Both Skyn Iceland and Charlotte Tilbury re-released their bestselling moisturisers with refil pods last year.
Fig. 1 Woman Using Skincare Reflection (2020)
A study found that in May 2019, 28% of women in the UK reduced the number of products in their skincare routine due to the “Skinimalism” trend. According to WGSN, by 2024 this will be on a global scale, due to “zero tolerance of unsustainable habits” (Varga, 2021). Consumers want to cut down their time spent on their beauty routines, while scaling down on unnecessary or wasteful beauty purchases (McGregor and Smith, 2019). Moreover, single-product skincare routines will become increasingly popular, with “hero” products made from multiple active ingredients saving time, money and the environment (Varga, 2021). A 2021 Mintel report also revealed that 50% of consumers prefer to purchase hybrid cosmetics with skin benefits, which has been frequently seen this year with the launch of products such as Charlotte Tilbury’s Beautiful Skin Foundation; a lightweight, hydrating formula containing hyaluronic acid to improve skin (March, 2021).
Mission driven beauty brands are also becoming more commonplace with causes such as planting trees with purchase, and supporting schools (Ettinger, 2021). Upcycled beauty products are emerging, containing repurposed ingredients such as coffee grounds, olive leaves, and unsellable bananas (Petrarca, 2022). Bar soap is also making a return; this time with luxurious natural ingredients. Bar soap is longer lasting, effective, and reduces plastic waste (Ettinger, 2021). Other plastic free beauty alternatives include those made by Bolt Beauty. The brand sell biodegradable seaweed skincare capsules, with their bestselling travel stack containers holding three days’ worth of skincare (WGSN, 2020). With consumers craving travel after the pandemic, there will be an increasing need for minimalist, travel friendly skincare.
Fig. 2 Rose Quartz Face Roller and Guasha Set (2020)
Another trend set to rise is Waterless (aka anhydrous) Beauty; products that have a base containing botanical ingredients and nourishing oils as opposed to water. As the formulas are more potent, preservatives are unnecessary. With the planet's freshwater supply depleting, waterless beauty is predicted to become a necessity. Leader in the field SWAIR, a “showerless” shampoo, could save customers more than 300 gallons of water a year if they swap just two in-shower shampoos for “showerless” ones each week (Petrarca, 2022). Beauty consumers are hyper-educated, and armed with scientific knowledge, they are searching for Bio-positive vegan skin care solutions that are both high performance and align with their ethical values (Buchanan, 2020). Biotechnology brands leaders such as Biossance are creating lab-grown active ingredients that are endangered in the natural world. This technology would enable us to avoid exhausting resources, without compromising on efficacy (March, 2021).
Microbiome beauty is becoming more sought after; the concept of balancing microbiomes (the ecosystem of bacteria on the skins surface) in order to boost the skin’s natural defences against external aggressors and reducing over-consumption (Hawkins and Houghton, 2021). Fermented ingredients including kombucha are about to take off even more than before. Products such as Youth to the People's Kombucha + 11% AHA Exfoliation Toner with Lactic Acid have an extended shelf life, and can help to restore damaged skin barriers and balance microbiome (Petrarca, 2022).
Fig. 3 Hands with Glass Serum Bottle (2018)
Lastly, with men experimenting with their partners' products during lockdown, many have changed their grooming routine. Increases in online shopping enabled them “to explore skincare in a less intimidating environment” (Varga, 2021). As a sector, male-marketed beauty and grooming is expected to generate global sales of $81.2 billion by 2024. This is also due to the fact that masculinity is gradually being re-defined, as in recent years men have been offered more product choice and agendas that they can align with. Last year both Harry Styles and Machine Gun Kelly launched nail polish brands to “dispel the myth of a binary existence” (March, 2021).
Bibliography
Buchanan, V. (2020) Nature & Beauty. At: https://www-lsnglobal-com.ucreative.idm.oclc.org/micro-trends/article/25244/nature-beauty (Accessed 05/03/2022).
Dover, S. (2020) The Green BPC Consumer - UK - February 2020. At: https://reports-mintel-com.ucreative.idm.oclc.org/display/987902/?fromSearch=%3Ffreetext%3Dbeauty# (Accessed 05/03/2022).
Ettinger, J (2021) The Top 7 Clean Beauty Trends for 2022: Sustainable Soap Bars and Skincare By Men. At: https://the-ethos.co/sustainable-beauty-trends-2022/ (Accessed 05/03/2022).
Hawkins, A and Houghton, O. (2021) Synchronised Care. At: https://www-lsnglobal-com.ucreative.idm.oclc.org/macro-trends/article/26947/synchronised-care (Accessed 05/03/2022).
March, B. (2021) 8 beauty trends that will explode in 2022. At: https://www.harpersbazaar.com/uk/beauty/beauty-shows-trends/a38525352/beauty-trends-2022/ (Accessed 05/03/2022).
McGregor, R. and Smith, J. (2019) Bio-Positive Beauty. At: https://www-lsnglobal-com.ucreative.idm.oclc.org/macro-trends/article/24717/bio-positive-beauty (Accessed 05/03/2022).
Petrarca, M. (2022) 10 Beauty Trends Taking Over in 2022, According to Experts. At: https://editorialist.com/beauty/biggest-beauty-trends-2022/ (Accessed 05/03/2022).
Varga, C. (2021) “Intelligence: Future of Skincare 2024” In: WGSN 31/05/21. At: https://www-wgsn-com.ucreative.idm.oclc.org/beauty/article/90997#page13 (Accessed 05/03/2022).
WARC (2021) From sustainability to purpose in beauty. At: https://www-warc-com.ucreative.idm.oclc.org/content/article/warc-research/from-sustainability-to-purpose-in-beauty/136060 (Accessed 05/03/2022).
WGSN (2020) Bolt Beauty #circulareconomy – Beauty Feed. At: https://www-wgsn-com.ucreative.idm.oclc.org/beauty/feed?filters=%7B%22hashtags%22%3A%5B%22circulareconomy%22%5D%7D&story=5f2d2d389dd12461edfdf241 (Accessed 05/03/2022).
List of Images
Fig. 1 Kalos Skincare (2020) Woman Using Skincare Reflection. [Photo] At: https://unsplash.com/photos/jyKa0Ynxvow (Accessed 05/03/2022).
Fig. 2 Viva Luna Studios (2020) Rose Quartz Face Roller and Guasha Set. [Photo] At: https://unsplash.com/photos/hYpHkpQG5ms (Accessed 05/03/2022).
Fig. 3 Hume, C. (2018) Hands with Glass Serum Bottle. [Photo] At: https://unsplash.com/photos/0MoF-Fe0w0A (Accessed 05/03/2022).
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