Beauty is on the eye of the beholder, but beyond that, there are some real trends that lead us, and sometimes follow us too. but for this beautiful 2020 ahead of us, there are some trends that are a sure bet!
1. Ageless beauty should be and will be celebrated.
In the end of the last 10 years there are brands and retailers that have made some significant strides in catering to under-represented groups:
“In 2019, Superdrug announced their decision to only stock foundations that come in a minimum of 20 different shades following research revealing that two-thirds of black and Asian women do not feel that high-street brands cater for their beauty needs”
Consultant dermatologist Dr. Justine Kluk tells us that a post-Fenty Beauty era, where brands producing foundation in a simple and small shade range will be dead as the dodo.
However, products, ranging from make-up to hair and skincare too, are all easily available to all ethnicities, body types, skin tones, gender expressions, and identities, beauty industry marketing is completely guilty of just assuming their customer is white – and young, of course!
But, and its a big but, age inclusion, in particular, has been somewhat lacking, as 40 percent of women over the age of 50 ‘don’t feel seen’ according to L’Oreal Paris research, this coming from the brand itself has a rich history of speaking to women over 40, with ‘ageless’ messages with mature beauty queens.
But that seems like it will all change, right across the board, with brands now talking directly to a neglected generation of woman, aged around 45 years and upwards.
2. Microbiome skincare will become increasingly sophisticated
Google shows that searches for ‘microbiome’, which are the microorganisms on and inside your body, have shot up to +110 percent year-on-year and through 2019. According to Mintel:
…it’s this that is driving the UK facial skincare market.
Skincare authority Paula Begoun, said:
“There are a trillion microorganisms on the surface of your skin and not one of us on the planet has the same microbiome”
This is why there is a need for bacteria-balancing ingredients in products, cater to everyone. However, a move towards super-personalized skincare will factor in one’s regime, with beauty giants like Johnson & Johnson having a dedicated microbiome platform and working on it.
Dendy Engelman M.D., consulting dermatologist at Elizabeth Arden, said:
“the microbiome will be on the forefront in 2020,” in a bid to tackle all – from aging concerns to acne.
Maintaining bacterial homeostasis on your skin means it “reflects the light better, keeps hydration in and lets products penetrate deeper”
3. An intensely personalized approach is coming
Having skin swabs to take a deeper look at bacterial analysis and DNA, this is intense, and is said to allow recommendations of products customized to your microbiome and genetic make-up, is this the future?
These are the ways in which we will be taking a more specialized approach to beauty in the new decade ahead, we can see it coming already, but is it a positive move?
Home tech can also help tell us about our beauty needs, but can it really?
HiMirror analyzes your skin’s conditions through a photo, storing data to track progress over time and reveal whether your products actually work for you, sounds very reasonable to us, don’t you think?
Like a perfect ‘at-home’ skincare consultant, it can assess your skin for lines and wrinkles, dark circles, dark spots, blemishes, roughness, and pore size too.
When it comes to make-up, Procter & Gamble will launch its Opte Precision Wand in 2020, which identifies skin imperfections and applies make-up to those exact area without wasting product on places that don’t require coverage, WOW, right?
No, it’s not wizardry; apparently it’s very real!
4. Anti-pollution skincare will become as commonplace as sun protection
The latest figures tell us that around 91 percent of the world’s population lives in places that have air quality that exceeds the World Health Organisation’s guideline limits.
Over 4.2 million deaths every year occur as a result of exposure to ambient (outdoor) air pollution.
Dr Kluk, said:
“This is double previous estimates and places air pollution as the world’s largest single environmental health risk …Our skin is the main interface between our bodies and pollutants from road traffic, power generation, agricultural/waste incineration, and industry”
“Features of skin aging, such as wrinkles and dark spot formation, are accelerated in heavily polluted environments and the number of those suffering with skin conditions, such as acne, is increased.”
So, if this sun exposure is our skin’s number one enemy, we know it is, then pollution is number two and anti-pollution skincare is no longer thought of as marketing, but completely necessary on every level.
In 2019 Liberty London saw an increase of around 60 percent in purchases of pollution-battling products, and skincare launches will focus on it in 2020.
5. We’ll adopt a ‘skin-minimalist’ approach
In August 2019, statistics from Mintel showed that 28 percent of UK women have reduced the number of products in their skincare routine, with millennials aged 20 to 29 being most likely to have trimmed all their routines down too.
Around 55 percent have confirmed this, so before long we are beginning to ‘skin fast’ which was popularised by Japanese skincare brand Mirai Clinical. For some, it was about the aforementioned slow beauty, the counter-trend of excessive consumption of products.
All born out of respect for our sustainability crisis, and naturally, this is not restricted to skincare, but beauty in general. For many others, it was more wellbeing-related, like an intermittent fasting diet.
It’s a bit like a skin ‘detox’… Of course, skincare companies are identifying new topical ways to encourage this kind of ‘reset’, in skincare, being a new trend predicted by Elizabeth Arden’s Dr Engelman.
“Autophagy simply means self-eating, a process that every cell in your body goes through. Processed foods and environmental toxins can slow autophagy down so, to combat that, you can activate the process through certain foods (think antioxidant-rich teas) and different eating habits, like intermittent fasting.”
6. Make-believe make-up will be going mainstream!
Sales of make-up have been falling in 2019, and around 31 percent of us who wear it, are buying color cosmetics less frequently compared to 2018.
A modest consumption may continue, through 2020, and things look set for the year to be the year of a return to make-up experimentation.
Popularised by HBO’s hit series Euphoria, and seen on the spring/summer 2019 catwalks including Anna Sui, Dries Van Noten, Off-White and House of Holland (above), make-believe make-up feels very now.
Influential make-up artist Lisa Potter-Dixon, said:
“2020 is the year to experiment and play with your make-up and your style”
“Placing a touch of glitter in the center of your eye, under your lower lash line, will give you a subtle twinkle of sparkle”
“…Use a liquid glitter like Stila’s Magnificent Metals, or, if you’re feeling adventurous, Gypsy Shrine does some lovely self-adhesive gemstones.”
For in the day, try a colored liner instead of your usual black.
“Jewel-toned shades work on all skin tones and can bring out your natural eye color”
The same goes for hair:
“Pearls and crystals adorned ‘dos on the spring catwalks, while models at Moschino walked with their hair painted in pastel patterns. From the otherworldly to the wearable, playful beauty may just be the perfect antidote to our politically unsettled times.”
7. Post-influencer beauty brands will shine
It would seem that is the MyBeautyBrand has anything to do with it, then the ‘#spon’-heavy beauty industry will be turned upside-down during 2020.
The digital platform where customers, not influencers, sell via peer recommendations, something like digital Avon, has just launched and holds high hopes of encouraging companies to stop paying influencers to promote beauty products.
Co-founder Robin Derrick said:
“Big brands have jumped on influencer marketing as a way to reach people that are increasingly turning off traditional media – it’s cynical and lazy marketing.”
MyBeautyBrand doesn’t have any problem with influencers per se, neither does it have a problem endorsing something.
“…it’s easy to corrupt that process with money”
He thinks that in 2020, transparency and honesty are more important. And of course, this comes while Instagram still tests the removal of likes from its platform, leaving influencers to argue and fight for the attention of their followers, to validate themselves, and to try to make money.
If brands will move on from sponsored content, or if influencers will turn their back on Instagram and promote products in other ways, it still remains to be seen, but either way, authenticity will ring true!