After a tumultuous 2020, it’s safe to say we’re all eager yet tentative to head into 2021 hopeful it will be prosperous. The beauty industry feels the same way. The effects of 2020 saw salons and beauty bars closed, and we all learned those DIY beauty duties mainly from home. That saw a new beauty culture emerge. As we mastered our root touch-ups and brow grooming, we learned about the power of self-care and bounced back stronger than ever. Hence the latest innovations that cater to what we have all indirectly asked for.
Here’s our take on what to expect from the beauty industry in 2021.
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Luxurious hygiene
Hand soap and sanitiser are not glamorous beauty buys, but the world we live in right now is essential. Beauty brands are jumping on clean necessities, and they have the luxe factor to boot. Brand such as Byredo, Pure Fiji, and Nesti Dante)to name a few will change our hygiene buys in 2021 and balance efficacy with sensoriality to produce pure hygiene based products that keep skin clean and smelling sweet, without irritating our skin's delicate microbiome.
Sustainable cosmetics
From skincare to shampoo and makeup brands that tout transparency and sustainability are gaining massive popularity. Consumers want to know what's in the products they use, and rightfully so. From packaging to formulations, including reducing their carbon footprint, research shows women are heading online before heading in-store, so they are armed with information about a brands philosophy and the ingredients they use before they commit to buying it. This year brand such as Snowberry, Drunk Elephant, Ilia and Faith in Nature continue to lift the bar while offering efficacious formulations that deliver on their promise.
Snowberry New Radiance Face Serum, $85. Drunk Elephant Sweet Biome Fermented Sake Spray, $74. ILIA Liquid Powder Chromatic Eye Tint, pictured here Mythic, $49 there are eight shades. Faith in Nature Avocado Shampoo, $11.
Blue light protection
Thanks to the Coronavirus global pandemic, everyone is online. With that comes the damaging effects of blue light on the skin. Beauty companies are coming up with more innovative ingredients to combat these effects, including plant extracts from roses, liquorice, turmeric, and algae extracts.
Chantecaille Blue Light Protection Hyaluronic Serum, $265. Suntegrity 5in1 Natural Moisturising Face Sunscreen SPF 30,$86. Shiseido Ultimune Power Infusing Concentrate, $173.
Mask defence
Face masks are becoming the norm, even post-lockdown. While essential to preventing the spread of viruses'; they take a toll on the skin. Essential fact: To be protected, face masks need to fit snugly on the face and close tightly around the nose to ensure that they offer maximum protection. Who knew: Because of the mask's occlusive nature, breathing is trapped, creating a humid environment for your skin, which can cause breakouts and irritation. According to a study published in the Journal of Wound Care from the University of Huddersfield in the UK, masks are effective for filtering out airborne particles, but the tighter the mask, the more frictional pressure is placed on the skin. This study shows medical masks can cause inflammation and even pressure ulcers. Beauty companies such as Environ, Avène and Dr Strum to name are few are responding by creating soothing, antioxidant-boosted skin mists, serums and face masks that cleanse and alleviate sensitivities, which soothe skin to keep it balanced and happy.
Environ Focus Care Comfort + Anti-Pollution Masque, $75. Avène Eau Thermal Spray, from $15. Dr. Barbara Sturm Deep Hydrating Face Mask, $186. Sunday Riley Juno Antioxidant + Superfood Face Oil, $127.
Transfer proof makeup
2021 makeup trends are all about transfer-proof makeup. Long-lasting, lightweight foundations are in big demand globally, formulas that stay put for hours and don’t smudge or sweat. Women want products that stay on throughout the day without having to worry about makeup coming off on their face mask - am I right? Brands like Estee Lauder, IT Cosmetics, and Urban Decay, have some of the best infallible foundation formulas, (including an epic setting spray), that have skincare benefits too. Watch this space for new innovation from all these brands.
Estée Lauder Double Wear Light Soft Matte Makeup SPF10, $74 IT COSMETICS Your Skin But Better Foundation + Skincare, $72. MECCA MAX Life Proof Longwear Foundation, $35. Urban Decay All Nighter Ultra Matte Makeup Setting Spray, $61.
Getting your Zoom face on
Weeks of staring at ourselves on video calls have taken a toll on our self-esteem. Zoom fatigue is a thing, and women have responded by investigating cosmetic surgery that addresses crow's feet, and under-eye bags, (that’s because most of us look down into the camera on our laptop when we’re on zoom) click here to find out how to look good on a Zoom call. Before you go down that route, consider eye creams (the most searched skincare items here at Beauty EQ), stacked with caffeine, guarana, Ginkgo Biloba, and green tea. These ingredients help reduce undereye puffiness and brightens the undereye area. Brands like Shiseido, Clarins, Sunday Riley, and celebrity skincare brands like Kylie Skin are leading the charge with creams to address this beauty dilemma. This is one skincare category that will surprise and delight you in 2021.
Sunday Riley Auto Correct Brightening and De-Puffing Eye Contour Cream, $114. Clarins Total Eye Lift, $126. Kylie Skin Eye Cream, $39. Shiseido Ultimune Eye Power Infusing Concentrate, $119.