3.2 Trends in the industry

Male and beauty care:

According to Allied Market Research the Male personal care market is predicted to hit $166 billion in 2022. The concept of masculinity has changed throughout the world and men have been more self-conscious about their personal care and body, but this trend is more focused on health than attempting to reach an unrealistic image of perfection. (Victoria Buchannan at The Future Laboratory)

Less is more: Gender neutral:

Brands are working on getting away from traditional gender stereotypes in order to connect with a wider audience. The conventional gender lines are getting blurrier as cosmetic brands work on promoting unisex packaging, using advertising that represents diversity and communicating a new message of inclusivity. (According to a 2019 Pew Survey)

The “no-makeup” look has been trending for a few years now within the cosmetics industry. There has been a noticeable shift in consumers’ behaviour where now they want to appreciate and enhance their natural beauty.

People of color:

Previously, most makeup and beauty brands were targeted towards fair-skin people and only represented by models of similar standards. The industry has realized that if they do not respond accordingly to its consumer needs and desires, they will not prevail, therefore an important representation of all skin-colors and body types is needed in order to improve.

Health and well being:

In the middle of a global health crisis that is coronavirus, skincare and health products have risen to become trendier than ever. It is not only the desire to have a healthy skin, but the need for the consumer to invest in products that are cruelty free, environmentally friendly and honest. “It’s about skincare, with an added emphasis on things like all natural, or cruelty free.” (Business of Fashion, 2020).