Beauty trends have continued to take over TikTok and Instagram, from men’s skincare to genderless makeup and hair dyes. A new skincare company called Evolved By Nature allows consumers to send in a sample of their skin for testing, and they receive personalized recommendations.
Big data is among boosting beauty tech trends, with smart apps with quizzes and skin analyzers, newsletters that offer virtual try-on and other tools.
Inclusivity and Diversity
The beauty industry has come a long way in terms of inclusivity and diversity, but there is still more work to be done. In recent years, we have seen more and more brands making an effort to feature a wide range of models with different skin tones, hair textures, and body types in their marketing campaigns. This is a great step forward, and it is important for beauty brands to continue to make this a priority.
This is because it is important for all consumers to feel included and represented by the beauty products that they purchase. If a consumer does not see themselves in the advertising campaigns for a certain product, they are less likely to purchase it. This is why it is so important for beauty brands to include a variety of models in their advertisements.
In addition to using diverse models, many beauty brands are also introducing more inclusive product lines. For example, several brands have begun to offer a wider range of foundation shades, and some have even created foundations that are designed for darker skin tones. This is a huge step in the right direction, and it is important for beauty brands to make these changes as quickly as possible.
Inclusivity is not only a moral imperative, but it is also a business necessity. Studies have shown that consumers are more likely to buy a product if it is advertised with a model that looks like them. This is why it is so important for brands to be more inclusive and use models that represent the demographics of their customers.
Another way that beauty brands can be more inclusive is by offering gender neutral options. This is a growing trend that is being driven by consumers. In fact, some beauty companies have already made this change, including Aesop, Ursa Major, and Good Light. In addition, some high-end beauty brands have started to offer gender-neutral options, such as MAC and Gucci.
Finally, some beauty brands are addressing inclusivity and diversity by working with minority-owned businesses. This is a great way to support diversity in the industry, and it is also a good way to create more sustainable products.
Clean beauty is an umbrella term for cosmetics and skincare products that are free from harmful chemicals like parabens, phthalates, and SLS. The movement is credited for changing consumer attitudes towards their skincare regimens and making them more mindful of what ingredients are in their products and their possible effects on their skin. Consumers now look at ingredient lists with a more critical eye, and brands are rushing to develop cleaner and more eco-friendly formulations.
The movement has led to the rise of clean beauty brands that prioritize ethical and sustainable production processes and use plant-based, natural, or organic ingredients in their products. This is a huge win for consumers because it gives them access to better quality ingredients that are better for their skin and the environment, without breaking the bank.
It also forces traditional beauty brands to start addressing environmental sustainability concerns and incorporating more renewable resources into their packaging and operations. Many clean beauty brands have already started to take the initiative in this regard, including beauty juggernauts like Credo Beauty and Beautycounter. However, some have been accused of greenwashing, which is a practice of using the green or eco-friendly label to market unsustainable or unproven products.
While the clean beauty movement is a positive development, it’s important to be mindful of how the phrase is used in the industry. It can be misleading because it suggests that other products are dirty, which is a falsehood. Plus, it creates a sense of guilt and embarrassment among consumers.
Another issue is that while the word “clean” may refer to avoiding synthetic ingredients, there is no official definition of what constitutes clean beauty. Depending on how the product is formulated, some natural ingredients may still be deemed unsafe by regulatory bodies. For example, palm oil is a common ingredient in natural beauty products, but it can cause deforestation and habitat loss and has a high carbon footprint, even when it’s sustainably sourced.
For that reason, it’s important to research the brand you’re buying from and read their ingredient lists. Educate yourself about the potential risks of certain products and understand how clean beauty is regulated around the world.
Male Beauty Influencers
Historically, the beauty industry has been dominated by female influencers and creators. However, men are now redefining the landscape, becoming prominent influencers in their own right and gaining popularity among Gen Z and younger millennial consumers. These male makeup artists and influencers are creating a wave of change by promoting inclusivity, diversity and self-expression in the beauty industry.
From YouTube tutorials to Instagram glam shots, these makeup artists have amassed dedicated followings and established themselves as credible voices. In a world where gender stereotypes are all too common, these influencers are breaking down barriers and encouraging people of all backgrounds to embrace their individuality and express themselves through the art of makeup.
In addition to empowering their followers, these influencers are also inspiring other beauty bloggers and influencers to follow suit. The male beauty movement has been a long time coming, with legacy brands like YSL Beauty and Morphe and emerging brands such as Glossier and Freck Beauty supporting the trend by signing up male creators for campaigns and highlighting their content on social media.
With a focus on makeup and grooming, many of these male influencers have carved out their own unique style, attracting viewers with a mix of styles and techniques. Some of them, such as James Charles, who was chosen as the first male ambassador for CoverGirl before graduating high school, are primarily focused on beauty vlogging while others, such as Manny Mua, have accounts across all platforms and create content like tutorials, product reviews, and fashion tips and tricks.
With the rise of the male beauty influencer, there’s been a surge in interest in makeup for men, with the average consumer now purchasing more than two products per month, according to a Morning Consult study. While this is a positive step, the industry still has a long way to go to become more inclusive in terms of representation and inclusivity. For instance, most foundation ranges and brand campaigns still have a predominantly female audience. But with the rise of male influencers, there’s more room for beauty brands to expand their target market.
Harry Styles’ Personal Beauty Brand
In an effort to appeal to consumers and drive brand awareness, beauty brands are increasingly partnering with influencers and celebrities to develop limited-edition products. This allows beauty brands to reach a more targeted audience and promote their products more effectively, as well as gain new customers.
While this strategy can be risky, it can also be a great opportunity for beauty brands to stand out and increase customer engagement. Often, collaborations offer an innovative product that can be hard to find in stores or online. This trend is continuing to grow as more and more beauty brands partner with renowned fashion, food, music, and sports influencers.
For example, the upcoming Fenty Beauty launch will include 40 different skin tones that are rarely offered in makeup lines. Similarly, Jessica Alba’s Honest Beauty line was a game-changer for the clean beauty industry. The growing demand for these types of products is driving more brands to expand their product lines to offer more options for consumers.
In addition to offering a diverse range of colors and textures, more brands are also adding more natural ingredients to their products. This movement is driven in part by consumer concerns about the impact of synthetic chemicals on their health and well-being, as well as the environmental impacts of plastic waste. In addition to reducing their plastic footprint, some beauty brands are taking a more sustainable approach by using paper-based packaging and biodegradable formulas.
Another way that beauty brands are promoting sustainability is by collaborating with fitness and wellness partners to create products that cater to the post-workout routine. For example, Lululemon recently launched a beauty line that features workout-ready products including dry shampoo and face moisturizer.
Harry Styles’ personal beauty brand Pleasing is one of the latest celebrity-launched beauty brands to make waves in the industry. The line, which debuted in November 2021 with a nail polish drop titled Perfect Pearl, has since released three more micro-collections and two skincare products—including the Pleasing Pen, a double-edged serum pen for eye and lip, and the Pearlescent Illuminating Serum, which can be used as a moisturizer or primer.