Two years ago saw dramatic changes in the beauty industry. Brands have adapted quickly to adapt to new trends, which were a result lockdowns and mask-wearing habits. The trends will emerge as the world moves beyond the doom-and-gloom of the pandemic to seek out innovative ways to meet skin’s needs with a strong connection to the natural world. These are the key trends that WGSN beauty experts have identified for and beyond.
1. Waterless washing
水资源短缺是世界范围的一个主要问题without the pandemic. According to the World Wildlife Fund, two-thirds (or more) of the world’s population could face water shortages in if we continue our current consumption. Waterless washing is one solution. This often includes products in powder form. A formula that does not contain water will make the product lighter. This reduces shipping energy and helps to cut down on packaging. Waterless washing is a minimalistic method of cleaning that focuses on the most obnoxious parts of the body. This reduces water consumption, and does not disrupt the microbiome of your skin.
2. Two-Minute Makeup Bag
In the last two years, there has been a shift in how people see makeup. Multi-tasking makeup was needed to make it easy and fast for remote workers and lockdowns. As the world transitions to hybrid remote and office work in consumers will still want the convenience of multitasking makeup. They prefer natural, low-maintenance looks that can be applied quickly and easily. This will continue to drive interest in products that provide both makeup and skincare benefits, such as tinted moisturizers and BB cushions, souped-up foundations and liquid foundations. Or products that are easy to apply, like eyebrow mascaras and lip tints.
3. Fermented Beauty
Asian beauty has a deep history of fermentation, with Japanese and Korean brands leading the charge. Fermentation is when microorganisms reduce compounds into simpler or smaller compounds that are easily absorbed by skin. Fermented skincare ingredients include tea, rice, mushrooms, and tea. These are all popular choices for those who want natural and holistic beauty products. A byproduct of fermentation can create a wealth of antioxidants, probiotics, and other beneficial ingredients for the skin.
4. Beauty Snacking
People are switching to more simple, ad-hoc beauty solutions throughout the day than elaborate night and daytime routines due to lockdowns. Flash treatments include eye patches and eye masks to reduce puffiness under the eyes, LED light devices that brighten skin, and guasha tools that relieve tension before Zoom meetings. These products are easy to use and no mess.
5. Wild bathing
A surprising trend that emerged during the pandemic was the desire to reconnect to nature. This has sparked interest in outdoor activities like hiking, forest bathing and transforming small apartments into indoor gardens. Reconnecting with nature can be done through slow bathing or outdoor bath experiences. This mimics traditional beauty treatments like Victorian bathing machines and Japanese onsen. In bathroom accessories and products that appeal to the therapeutic properties of water will see an increase in demand.
6. Ingredients from the Coastal Foraged
The desire to be connected to nature is driving the interest in naturally-derived ingredients, particularly coastal and marine-foraged. The popularity of seaweed, sea kelp and sea fennel as well as marine algae and sea moss have made them mainstream ingredients. They are valued for their resilience, hydration and soothing properties.