Not so long ago, the beauty industry was all about making consumers “fair” and “lovely”. Those days are gone and for good! The last few decades have witnessed path-breaking discussions on topics like gender, race, sustainability, health, environment, etc., and such concerns have naturally been translated into the beauty industry. Today, the focus of cosmetic companies is not on fair complexion but on playing it fair. From busting stereotypes of beauty to offering inclusive and eco-friendly products, they are spearheading many bold and welcoming trends.
Here’s a quick overview of 8 top beauty industry trends that will continue their momentum through 2020.
Sustainable Packaging: Because There’s No Planet B
Let’s face the ugly truth – the commercial cosmetic industry is producing massive plastic trash in the form of non-biodegradable bottles, jars, tubes, wrappings, and the like. Many products such as moisturizers and shampoos are water-based, which significantly adds to the use of plastic containers. Going by the latest reports, the global beauty industry is responsible for a whopping 120 plus billion units of packaging every year. Given that plastic takes hundreds of years to decompose and some of its components like BPA and phthalates are extremely harmful, many cosmetic companies are going the green way. From solid/waterless products that minimize packaging to glass bottles, aluminium tubes, and refillable packages, there’s no end to innovation!
Example:
When it comes to zero waste and sustainable packaging, French companies are leading the pack. Take, for instance, Curae – a France-based cosmetic company that not only fights against over packaging but also offers a sustainable product range. All their products are about 90% to 100% natural and many of them are even of plant origin. Curae has also launched natural soaps and shampoos that require little or no packaging. The materials used for packing their products are minimal, eco-friendly, and easily decomposable. And here’s the winner – they have taken their zero-waste philosophy to the next level by offering solid shampoos, deodorants, and toothpaste.
Beauty Products For All Skin Tones: Because White Is Not The Only Color
After winning the Miss Universe 2019 crown, the 26-year-old Zozibini Tunzi from South Africa said, “I grew up in a world where a woman who looks like me – with my kind of skin and my kind of hair – was never considered beautiful.” Her words ring a bell for many women and men who don’t possess strikingly fair complexion. However, cosmetics companies across the globe are becoming more and more inclusive nowadays by abandoning their strange obsession with white skin and catering to all skin tones and more importantly, consumers of all ages.
Example:
Belle Radiance, another French cosmetics label, believes that beauty comes in all colors. And that’s precisely why they offer foundations and primers in an amazingly diverse range of shades. The brand’s vision is to help consumers indulge in breathable face make-up while being inclusive of different skin tones.
Beauty Products For All Genders: Because Women Are Not The Only Consumers
The beauty industry has traditionally been focusing on women and women alone. However, many cosmetic companies are amending this mistake by producing a fine array of beauty products for men. That’s not all! Some brands have also introduced gender-neutral products that help create bolder and broader beauty standards. Female, male, young, old, gay, straight, transgender, non-binary or gender fluid, beauty is for everyone. Period!
Example:
Laboratoires Didier is a popular French brand that has bravely ditched the old school thinking and introduced a line of cosmetics for men. Their slogan “Men have a skin. That’s new” is one of the boldest catchphrases the beauty industry has ever heard. The brand is best known for inventing skincare products with a gel formula that is ideal for male consumers.
Partnerships Between Farms And Labs: Because It’s Time To Turn To Farms
Cosmetics with natural and plant-based ingredients are rising in demand, thanks to the popularity of veganism. The beauty industry, which was once entirely lab-centric, is now turning to farms for organic ingredients. As a result, there’s a vertical integration between farms and organic beauty brands. Such direct partnerships between labs and farms allow cosmetic companies to trace the ingredients of their products and most importantly, ensure that farmworkers get their share of the pie.
Example:
Teaology is a cosmetic brand that manufactures luxurious skincare products infused with tea leaves by working closely with the tea plantation community in Balangoda, Sri Lanka. Their products are made using ingredients that are vegan, natural, and free any kind of animal cruelty. Moreover, they are committed to promoting the wellbeing of women who work in tea plantations through various projects and CSR initiatives.
Beauty Meets Fitness: Because Healthy Is Beautiful
It’s a known fact that perceptions of beauty vary from place to place and culture to culture. However, the Beauty Survey conducted by Euromonitor International indicates a shift in people’s perception of beauty, from external parameters to internal intangibles. The survey asked participants to rank qualities that define beauty. And guess what, most people ranked “looking healthy” first while “hygiene and cleanliness” came a close second. In sync with such shifting perceptions, the beauty industry is offering products that help consumers stay healthy and fit, such as vitamins, detox drinks, fitness snacks, and the like.
Example:
Prozis, an internet-based Portuguese brand, is one of the biggest and the most popular nutrition stores in Europe. They sell a wide range of products related to health, fitness, and wellbeing, including bars and snacks on the go, sports nutrition, protein food, vitamins, minerals, and herbs, diet snacks, among others. The award-winning store has been helping consumers redefine the standards of beauty for over a decade.
Pricing Transparency: Because There’s No Beauty Without Transparency
They say everything good comes with a price; so does beauty. The sad truth is that the beauty industry is not very transparent about their pricing methodologies and cosmetic companies rarely speak about their high markups and margins. However, the concept of pricing transparency has hit the industry of late. You might find it surprising, but there are quite a few labels that follow transparent pricing models, which also helps make beauty products more affordable than ever.
Example:
Bo.ho is a French cosmetics brand that focuses on selling eco-friendly products without compromising on pricing transparency. The label is known for its green-and-glamorous approach, affordability, and the vision to democratize beauty by making it affordable for all. They try to limit their selling prices and almost all their products usually comes under €20.
Ingredient Transparency: Because Customers Have The Right To Know What Goes Into Their Products
The world is abuzz with an increasing demand for natural, organic, and vegan products. While the vegan movement originally began in relation to food and consumables, it has diffused into other sectors as well, including the beauty industry. Today’s consumers are looking for natural and plant-based alternatives rather than chemicals in their skincare and body care products. They also demand to know everything about the ingredients that go into the products they use. This shift explains the sudden increase in the number of labels that sell all-natural, organic, and vegan beauty products.
Example:
BAIMS, a vegan Brazilian-German beauty label that sells certified organic cosmetics, is a fine example of how to offer beauty products without jeopardizing nature. All their products are free of harmful chemical ingredients like paraffin, mineral oils, parabens, heavy metals, artificial dyes, and the like. The brand is also 100% transparent about the ingredients they use – they publish complete information about ingredients on their website and product labels.
Beauty With Service: Because A Brand In Need Is A Brand Indeed
Manufacturing body care products is one thing; delivering them to customers when they are in need is a different ball game altogether. Today, consumers want to spare the trouble of going from one store to another; they love it when all essentials are delivered to their doors. Many cosmetics and beauty brands have upped their game by offering delivery services to customers who subscribe to their products. Subscribe and relax – that’s their motto!
Example:
Here We Flo is an organic femcare brand that sells pads, applicator tampons, non-applicator tampons, and liners. Their products are eco-friendly and made using plant-based, natural, hypoallergenic, and biodegradable materials like organically-grown bamboo and cotton. The best part is that they deliver subscription packs to the doors of their customers every month, that too for free.
The Final Word
Now that you know the top beauty industry trends for 2020, it’s time to take cues and offer products/services accordingly. Beauty might be in the eyes of the beholder, but the future of the beauty industry is in the hands of brands that understand and innovate based on these trends.
