It’s true that the beauty industry thrives on newness, but 2020 is a year to take a slower approach with sustainability, adopting a skinimalist routine, with an ageless, gender-neutral focus. This year the spirit of beauty is inclusive, with a conscience. Here are the trends to get excited about and how they will influence you.
Ageless beauty
Beauty made great strides in catering to under-represented communities. From a range of foundations that come in a multitude of shades available to all ethnicities, however, the beauty industry is guilty of marketing to a white – millennial consumer. Hello, 40 per cent of women who buy beauty products are over the age of 50, 'and they don't feel seen.' Look out for ‘ageless' marketing, a more inclusive way to sell your brand. With that the demise of the words ' anti-ageing'; the message will be geared around, address specific concerns for any age.
Microbiome skincare
This trend is going nowhere, and for good reason, just like our gut, our skin needs to be balanced to look good. Maintaining good bacteria on your skin means it helps your skin look better, keep you hydrated longer, and lit allows the products you apply to absorb better. Prebiotics are essential and feed the best-known probiotics that keep our skin nourished. Microbiome means the care of microorganisms on and inside your body, and there will be more products that support this. According to Mintel the global marketing company, ‘There are a trillion microorganisms on the surface of your skin, and not one of us on the planet has the same micro-biome.’ Hence the growth in bacteria-balancing ingredients, from fermented ingredients such as yoghurt, yeast and oats.
Korres Hydr-Biome Probiotic SuperDose Face Mask, $76.
Made with Greek yoghurt that instantly feed dry, irritated, blotchy skin while shea butter and soothing flower extracts such as honeysuckle calm any flare-ups.
Skincare that supports the skins microbiome
Aveeno Dermexa Moisturising Cream, $25. Elizabeth Arden Superstart Probiotic Boost Skin Renewal Biocellulose Mask, $97 (4 masks in each box). Ren Clean Skincare Perfect Canvas Clean Primer, $79. Murad Prebiotic 4-in-1 MultiCleanser, $75.
Conscious capitalism or blue beauty
Like never before, big beauty giants are making commitments to eco-friendly packaging (meaning compostable or reusable), as well as sustainability, and environmental ethics. With that comes the rise in ‘waterless beauty’ with a focus on making products without using water, as wells as formulations that don’t need water to be effective. Coined 'blue or slow beauty' this new decade is essential to the wellbeing of our planet, and the beauty industry can play a big part in that. Going beyond being sustainable, non-toxic, or green, brands are beginning to contribute to the health of the planet
Faith in Nature Coconut Body Wash, $15.
Faith in Nature Coconut Body Wash, $15.
Earth-conscious, since it launched back in 1975, this UK brand believe 'nature is the boss,' so all the ingredients are ethically sourced ingredients, from 100 percent natural origin, and packed in recycling bottles and paper. What began with an avocado seed, this bath, body, and haircare brand is now in New Zealand.
Earth conscious beauty brands
The Ordinary High-Spreadability Fluid Primer, $18. Burt’s Bees 100 % Natural Glossy Lipstick, $22. Drunk Elephant F-Balm Electrolyte Waterfacial, $92. Ilia Multistick, $60.
Anti-pollution skincare
Sadly, research shows that 91 per cent of the world's population, lives in areas where air quality exceeds the world health standards. This is why our skin is often compromised. The interface between our bodies and the environment, if the sun is public one enemy, pollution comes a close second. Expect to see more SPF-laden products that are packed with antioxidants hitting shelves.
Clarins Extra-Firming Neck & Decollete Treatment, $143.
Clarins was one of the first brands to the hero plant extracts with anti-pollution benefits in their face creams. New this month is a neck and décolleté cream that comes in a travel-friendly tube.
Clarins Extra-Firming Neck & Decollete Treatment, $143.
Skincare that contains anti-pollution antioxidants
DR. Barbara Sturm Anti-Pollution Drops, $245. Manuka Doctor new Anti-Pollution Recovery Night Cream, $50. Drunk Elephant D-Bronzi Anti-Pollution Sunshine Drops, $64. Clinique Even Better Clinical Radical Dark Spot Corrector + Interrupter 50ml, $189.
A simple skincare routine
That 10-step beauty routine inspired by Korean beauty trends is no longer sustainable, who has the time? There is a move is toward a more minimalist, that brings products offering that is multi-benefit into the spotlight. This also addresses that wellness-related – trend like an intermittent fasting diet; it's thought to help the skin 'detox' letting your skin naturally do its job - to hydrate and renew, which requires fewer steps in your skincare routine to disrupt this process.
Gender-neutral beauty
Finally, we have entered the era of beauty irrespective of gender race or ethnicity. Fenty Beauty, Glossier, The Ordinary, Milk Makeup and these brands focus on inclusivity regardless of gender. Get ready to see more gender-free and gender-fluid products on the shelves, including unisex fragrances, and makeup.
CK Calvin Klein Everyone, 100ml, $89.
The next generation of the cult fragrance CK One that launched back 1984. It was the first unisex scent to educate us on how to share our scent, and now that Everyone has launched to celebrate the launch of gender-fluid underwear launch, wearing the famous CK band around the bottle. This new fragrance is still a fresh citrus woody scent but speaks to the blue beauty trend with 79% ingredients of natural origin, including a naturally derived alcohol.
Gender-fluid beauty buys
Fenty Beauty What It Dew? Makeup Refreshing Spray, $54. Illamasqua Beyond Powder - Risque, $70. Ren Clean Skincare AHA Smart Renewal Body Serum, $74. Dr Dennis Gross Hyaluronic Marine Oil-Free Moisture Cushion, $106.