We speak to Liz, an experienced journalist, blogger and web developer, as well being an aficionado of organic skincare about the Beauty Trends set to Shape 2019. Formula Botanicawill be at our upcoming HBC Summit 2019 so make sure you’re there to hear more expert advice.
Liz helps the Formula Botanica team develop blog and press content and also creates natural perfumery in her home in Malta, where she lives with her husband and teenage son. Formula Botanica is the world’s leading online, natural and organic cosmetic science school with over 5000 students on 134 countries around the world.
The start of a new year always brings a plethora of articles forecasting trends. With social media influencers active as pundits and promoters in the beauty sector these days, it seems rarely a week goes by without the arrival of the next big skincare trend, whether a beauty routine or newly-discovered ‘wonder’ ingredient. Obviously, commercial pressures ensure that cosmetics’ brands need to constantly come up with the new, even if they hang on to their classics. Clinique, for example, is still known for the 3-step-system of cleanse, clarify and moisturise which was born in 1968. Its 3-step system is as synonymous with the brand today as it was when first launched. Good trends stick around a while and edge into the annals of skincare and beauty history labeled as classics. But few make it that far and can claim to be as relevant to us as in our mothers’ day.
At Formula Botanica, we encourage our students and graduates to seek out niche opportunities to help them differentiate their natural skincare brands in what is fast-growing all-naturals market. The global organic beauty industry will be worth $22bn by 2024 and is seen a rising star among the various beauty segments. As the botanical and organic skin and haircare sector mainstreams, it is even more important for new brands to define their own place in the market, and forge a new trend, if they can.
With retail beauty buyers often working 18 months in advance in planning and defining consumer needs, and then giving new brands a mere six months on shelves to prove themselves, being ahead of beauty trends is vital to a new beauty brand’s survival. It is against this background of hype and harsh realities that we attempt to take a helicopter view of the beauty trends likely to shape 2019. The five we cover may not be total newcomers, but they are becoming dominant forces that show no sign of letting up in 2019.
Athleisure stems from the fashion industry where it describes comfortable, casual wear that crosses both leisure and relaxed day wear. When applied to beauty, it refers to cosmetics (whether skincare, haircare or make-up) that keep you looking good even when you’re working out. Whether athleisure beauty was created as a consumer need by marketers or stems from someone realising sporty types were fed up with their sweaty looks isn’t clear. Some of us probably never use much skincare nor any make-up when exercising but clearly enough do. It would seem athleisure beauty is hitching a ride on the health and wellness markets, complementing inner health with perfect glowing outer looks. Athleisure cosmetics seem set to become go-to accessories alongside Spandex wear in our gym bags.
Everyone knows someone who understands the healing energy and power of crystals, even if they themselves are sceptical of the claims. When Feng Shui became more mainstream an approach to interior decorating, crystals, particularly rose quartz ones, started making their appearance in homes to attract happy energy and love. Now, crystal-infused beauty rituals and products are moving from celebrity-endorsed trend to regular cosmetic counter shelves. Crystal-infused beauty products come in numerous forms, from those containing particulate matter – ground-up crystals – to water-based elixirs designed to be sprayed or even drunk. Crystals are believed to hold deep spiritual significance and be imbibed with vibrational energy and healing powers, according to many ancient cultures and belief systems. Crystal-infused cosmetics which claim to work with our inner selves not just our outer bodies seem in tune with our needs today as we seek spiritual answers to insurmountable issues and a stream of man-made crises. It’s certainly one of the more fascinating beauty trends to watch.
Unlike the two previous trends, halal is easier to grasp as it answers a real, defined need in the market. It refers to cosmetic and personal care products that are manufactured, produced and composed of ingredients permissible under halal requirements, which ensure they are acceptable for use under Islamic law. Unlike the previous trends, halal cosmetics are in fact not a ‘trend’ even if trending. Muslim women have always needed to use personal care and cosmetics’ products that are halal; this has been the case for centuries. What is new is that first niche indie cosmetics’ brands and now more mainstream brands are catering to their needs producing halal-compliant products. The rise of all-natural and organic cosmetics’ products has boosted the halal segment as well. Consumers across the board are more conscious of asking about what goes into their beauty products and this means halal consumers can find more easily find products that meet their needs.
Have you held a dinner party recently? If you did, the chances are quite high these days that a guest would be vegan. Veganism used to be on the far fringes of vegetarian movement; no longer though.
Research firm Market Research Future predicts a 6.1% growth in the cruelty-free cosmetics market between 2017-2023.
Vegan, cruelty-free, ethical, sustainable and even social business are closely related and trends defining consumer purchasing since millennials opened their wallets. A cursory glance at supermarket beauty aisles, not just specialist or wholefoods stores turns up a gamut of cosmetics’ brands using these terms, along with various certification symbols, such as the Leaping Bunny, to signal to consumers they are cruelty free and so on. However, with the range of claims and certification bodies comes consumer confusion. One trend we hope continues is transparency and greater information on what vegan cosmetics and personal care products actually are. A brand may be natural and organic but that doesn’t mean it produces products 100% compatible with a vegan lifestyle.
Skincare wellness has been trending the past couple of years as beauty and cosmetics’ brands stress a more all-embracing, holistic look at what goes into to giving us healthy skin. According to Mintel, the market research group, we aren’t buying fewer skincare products despite the huge rise in awareness of other factors determining our skin’s overall wellness.
To quote Mintel: “…whilst two thirds of UK women feel diet is one of the top factors influencing the appearance of skin, and although the holistic approach to health and appearance championed by lifestyle bloggers has lifted interest in nutrition for the skin, those who feel diet has a great effect are not lower users of any skincare products”. Enter then the skincare as wellness trend, championing products that appeal to our desire for holistic lifestyles and work in harmony with our skin’s microbiome.
Think of this type of skincare as akin to pro-biotic yoghurts promoting gut-friendly bacteria.
Again, we see a skincare trend having crossed over from another sector; this time the food industry. The skin’s microbiome refers to the collection of microorganisms that live on the skin; including what we might term so-called ‘good’ and ‘bad’ bacteria. A healthy skin biome controls the bad bacteria and can help give us glowing, radiant skin. Harsh anti-bacterial skincare products can strip the skin of the protective bacteria along with the pathogenic bacteria. So, skin biome skincare claims to work in harmony with our skin biome promoting the microorganisms we do need to protect our skin and keep it balanced and healthy.
One form of skin biome-friendly product that has been trending a while is probiotic skincare; now also joined by pre-biotics. Some big name brands like Elizabeth Arden, Clinique and Aurelia – the latter billing itself as a probiotic skincare brand – are pioneering body-biome skincare regimes. Space won’t allow us to dig into the science behind these terms, but we have a feeling that skin-biome-friendly products are likely to be around just as long as those probiotic yoghurts are in our shopping baskets.