Indie brands, the triumph of care, and the influence of social networks; we explore how the beauty industry has changed over the past ten years.
Makeup VS Care
If the first half of the “tenths” was marked by a passion for decorative cosmetics, then the second half was passed under the sign of skincare. For the first time in 2019, cosmetic sales slowed down compared to purchases of skincare products. Perhaps the trend arose at the 2012 New York fashion shows, when models appeared on the catwalk with clean and bare faces.
No More Anti-age
In 2013, the Editor-in-chief of American Allure magazine made a statement that the publication will cease to further use the term “anti-age”. The statement, which was initially perceived as shocking, quickly set a new trend. Today, other terms are in use, such as smart ageing. So instead of marking products under “anti-aging” or “anti-wrinkle”, creams from various beauty brands promised more radiance and freshness to the skin.
There is a new class of people who call themselves “Skin-tellectuals”. They have immersed themselves into understanding the process that occurs in the skin, observing the creation behind the ingredients of beauty products, and have attracted a vast audience with their podcasts and blogs on cosmetic chemistry.
With the development of independent beauty brands, industry giants like Estee Lauder had to adapt to a new approach. Large brands have ceased to rely on rare and exotic components- that are usually collected from foreign outlets. Fortunately, ingredients have proven to be effective and free of toxins. But although formulas for care products have become concise and natural, they are also becoming more technologically complex.
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As home-care products are becoming more popular, some beauty brands have initially added photoepilators and LED face masks to their electric home kits, which are continuously in demand.
Other products such as sound toothbrushes, oral irrigators, tech massagers with sound vibrations, and microcurrent massagers, have also been popular items for bathrooms. In the wake of a sought-after trend in wellness, consumers continue to purchase more home-care products such as jade facial massagers, gua-sha agate scrapers, and dry massage brushes. Overall, the industry is truly developing itself swiftly that we may have to expect full-service home spas soon.
Mask applications have become the new craze with millennials and Generation Z. Analysts have stated that the speed of the application process has satisfied this age group’s preferences and the snug fit of the mask will allow the components to effectively penetrate into the pores of the face. People have also begun to use patches on airplanes, behind the wheel, at work, and even on the street. In the wake of eco-responsibility, a new question has arose: how ethical is it to use patches? The answer is, it is worth choosing those that are made from biodegradable biocellulose, even if the problem with each patch’s individual packaging has yet to be resolved.
Eco-responsibility has become the main preference in a brand’s development process. The luxury cosmetic giants have lightened their packaging, jars are made from recycled glass, and the instructions are not issued on paper “sheets”- as they can be downloaded and located on its packaging by the QR code. The packages themselves are made of lightweight cardboard, as many brands make their packaging from recycled plastic and take empty bottles in their stores. Guerlain decided to becomes partners with UNESCO, as they will develop beekeeping in biosphere reserves and increase the population of bees.
Over the past ten years, the eyebrow trend has survived several revolutions. It all started with Natalia Vodianova and Cara Delavigne, who actually set the trend for voluminous thick eyebrows. From the beginning of the 2010s, eyebrows served as a key element of the a person’s image. For example, eyebrows were whitened and given hypervolume in various fashion shows.
Eyebrows had a boyish look. They were combed up, drawn, and straightened. The grooming culture has taken root globally, as there are more brow bars than ever. Eyebrow products have beaten sales records. From a range of shadows, powders, permanent dyes, henna, and spindle-shaped brushes. Which is also why Soap Brows have become the latest sensation as well. Overall, it is clear that the insanity of the eyebrow trend has receded.
The main invention of the past decade is gel varnishes. Seeing as women got used to grabbing their personal belongings after a manicure, that’s why professional nail technicians have become more prominent Instagram influencers. Salons specializing in nail care have also become popular on social media. With this new age of nail care, the rejection of colour coatings have truly favoured natural nails and organic polishes.
The “it girls” of the beauty industry are changing. As seen on the catwalks and advertising campaigns, diversity is included more than ever. Models like Adwoa Aboah, have gained popularity in her advocacy within the fashion industry. Models who identify as transgender, plus-size, older, and persons with disabilities have appeared on magazine covers. If this may not be an ordinary phenomenon, then let’s hope this becomes common for the years to come.
Over the last decade, there has been an uptick on the release of beauty products. Products like contouring sticks, highlighters, and multi-tasking tools are gaining demand in the industry. But if we had to choose the beauty tool of the decade, it would be the highlighter. As today’s beauty standards include the term radiance as part of defining beautiful skin, we definitely understand why almost all cosmetic bags include highlighters in them.