Uncover 2022 Trend Report
Table of
contents
A Message from Ulta Beauty
Pages 4-5
That New Natural
Pages 6-9
Expressive Revival
Pages 10-13
Power to the People
Pages 14-17
2022 in Color
Page 18
A Message from
Ulta Beauty
Beauty lovers continually evolve routines and adopt new habits. Post pandemic, we live in a hybrid world where beauty balances old and new, community and individualism, natural and expressive, nostalgia and net new. As we continue to move forward, innovation and inclusivity reinforce that beauty is for everyone. Welcome to Uncover, a first-of-its-kind report from Ulta Beauty that takes an in-depth look at the themes driving 2022 beauty trends.
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2022 Trend Report
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2022 Trend Report: Report That New Natural
That New
natural
For a term with no legal definition, “natural” has seen several beauty
evolutions. It continues to shapeshift as
we’re now exploring the new natural with the promise of better for you, and better for the planet. And now, better beauty.
Beauty is increasingly holistic, integrating wellness, health and lifestyle. As those lines continue to blur, so does the definition of natural with a focus on feeling beautiful. Natural looks focus on the whole self, allowing the “real” us to take center stage by embracing our natural hair type, letting our skin take the lead and prioritizing our mental and emotional wellbeing.
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2022 Trend Report: That New Natural
Freckle Flush About this trend: Freckles are both celebrated and emulated. They remind us of youth, and the unbridled joy of summer. It’s no wonder freckles are often accompanied by soft blush to celebrate the exuberance of carefree, natural joy and youthful beauty. Try the trend: Recreate the freckle flush with sheer coverage makeup formulas that accentuate rather than cover. Try the Morphe 2 Hint Hint Skin Tint or a lightweight tinted moisturizer like the Live Tinted Hueglow for a naturally luminous complexion. Finish with a soft sweep of blush like Florence by Mills Cheek Me Later Cream Blush.
Softly Contoured Blush, Freckles Poetry of Imperfections
Hair Acceptance About this trend: From the CROWN Act to Create a Respectful and Open World for Natural Hair, to new routines created during quarantines, the freedom to wear your hair in its natural texture is an empowered choice. It can represent a nod to heritage, a health-minded protective style or a break from heat and chemicals. From afros to braids, locs to twist-outs, and all-around luxurious curls, texture looks good and feels even better. Try the trend: A recent explosion in textured hair care products and amplified Black-owned, Black-founded and Black-led brands has made caring for natural hair easier than ever. Celebrate curls and coils with Pattern’s Edge Control and Melanin Haircare’s Twist Elongating Style Cream to slay your look and support manual styling. Scalp refreshers, leave-in conditioners like Briogeo’s Don’t Despair, Repair! Deep Conditioning Hair Mask and silk scarves help keep textured hair fresh and moisturized. Even super absorbent microfiber towels are part of the new textured toolkit – naturally.
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2022 Trend Report: That New Natural
Natural Texture, Heatless Styling Embracing Texture’s Truth
Hint of Tint About this trend: The desire for low-maintenance makeup has had strong, steady growth over the years and accelerated in recent months. As beauty lovers embrace simplified routines, effortless application is not only preferred, it’s expected. Skin tints, balms and multi-sticks achieve the ultimate fresh face in under five minutes. And while light in coverage, products boast skin-loving ingredients— creating a truly effortless and healthy look. Try the trend: A versatile lip and cheek duo create this fresh, natural look. Once you’ve established your base with a tinted moisturizer of choice, apply a subtle stain to cheeks and lips to compliment your skin tone with a sun-kissed, just-pinched glow. Skin tints come in a variety of colors, finishes and effects, including plumping and blurring with long-wear formulations that stand the test of time. Elaluz Lip and Cheek Stain and Ulta Too Cheeky Lip & Cheek Color Stick are some favorites for a fast, easy application that lasts.
Light Coverage Skin Tint, Lip Stain Anything but Basic
Hybrid Healthcare About this trend: A greater emphasis on selfcare has broadened our understanding of the role wellness plays in beauty and health especially as consumers are more aware of the interconnectedness of their mind, body and spirit. This trend brings to life a hybrid approach to harnessing the power of health and science to address beauty on a cellular level with products that treat specific conditions from the inside out. Try the trend: Cellular skincare products speak directly to antiaging—tackling fine lines and wrinkles that start beneath the surface. Products rich in antioxidants such as Juice Beauty’s Stem Cellular Anti-Wrinkle Retinol Overnight Serum work to help skin function optimally, while supplements like Love Wellness’ Clear Skin Probiotics and ZitSticka’s Skin Discipline Skin Clarifying Supplement provide a dose of vitamins to aid healthy skin texture.
Address Specific Conditions, Cellular Beauty Beauty of Health
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2022 Trend Report: That New Natural
Hair brands including NatureLab. Tokyo use stem cells to promote cellular renewal and stimulate new hair growth—further proving beauty is beyond skin deep.
Thoughtfully Harvested
Wild Foraged, Climate Friendly Ingredients Wild World Order
About this trend: You’d expect wild foraged ingredients in grocery trends, but you may be surprised to learn the beauty industry is leaning into the growing movement. Wild foraged beauty takes a sustainable approach to sourcing ingredients, with novel uses for old standards or typically discarded elements. This trend asks us to think of sustainability at the start with formulation. Try the trend: Beauty that’s good enough to eat? That’s what you’ll find with ingredients that thrive in harsh environments globally. Look for products with lesser-known herbs like nettle leaf for antimicrobial, antioxidant and anti-inflammatory benefits. Oils, popular for restorative benefits, feature powerful elixirs from nuts like moringa or kukui. We recommend LOLI Beauty Date Nut Brulee Organic Nourishing Miracle Balm to moisturize head to toe and Botanics Pure Botanicals Snow Mushroom Concentrated Serum, packed with natural alternatives that boast comparable benefits to hyaluronic acid. Florals, like calendula, arnica and borage, serve healing properties. We recommend Kiehl’s Calendula Herbal Extract Toner Alcohol Free to sooth and refresh skin.
Holistic Beauty About this trend: While it’s not new, the way we engage in holistic beauty has evolved. Low-tech, simple products represent a large swath of the holistic beauty space, but global imports and specially formulated ingestibles are joining the conversation boldly. The dedicated emphasis on natural ingredients and overall sensorial experiences are in order to help one relax, renew and destress. Try the trend: Enjoy health and beauty benefits for breakfast with the Kreyol Essence Drink, Mask & Glow Haitian Moringa Superglow Powder’, a 3-in-1 superfood blend you can easily add to food for an inner and outer glow. Or decompress with The Good Patch’s Relax Plant Patch packed with natural ingredients like ashwagandha and passionflower. For a more tactile experience, gua sha is a time-honored practice in Asia, using a smooth surface to promote healthy blood circulation and lymph drainage. Gua sha tools are often made of natural stones known for healing properties, such as jade or rose quartz. Try Skin Gym’s Jade Gua Sha Crystal Beauty Tool or EcoTools’ Rose Quartz Mini Roller. Beyond claims to stimulate collagen production and reduce the appearance of lines, the meditative and self-soothing benefits make it a worthy ritual. 9
2022 Trend Report: That New Natural
Edible Beauty, Gua Sha, De-Stress Old and New: Side by Side in Harmony
Expressive
revival
After a period of limitations, we’re re-emerging with a stronger sense of self and more defined vision of beauty. Today is all about creating our own visual definition of pretty with a reinvigorated commitment to owning individuality and beauty, bolder choices and permission to explore and be more expressive. Expressive revival takes inspiration from the 90s and Y2K cultures where streetwear and academia looks collide to create spirited aspirations with playful hair and a healthy dose of glitter along the way.
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2022 Trend Report: Expressive Revival
Hair Play About this trend: From butterfly clips to face-framing bangs, a Y2K revival is in full swing. The simplicity of the pre-smartphone, pre-social media era brings back defined hair styles, infused with the unexpected playfulness of color and intricate updos. Try the trend: Picture highlights from chunks to stripes—and the more contrast, the better. Add an updo so every detail shines.
Antenna Bangs, Chunky Highlights Playing with Serious Style
Try antenna bangs with longer strands to frame the face, then get creative in the back. For short or medium length hair, aim for a topknot and let hair do its thing with a wild, spiky look. For longer hair, try a lower placement, making room for intricate braid or twist patterns. Use gels and pins to keep hair in place like options from Scünci including its Mixed Size Rubber Bands, Mini Stone Jaw Clip Set and The Basik Edition Nude Satin Scrunchies.
Brow Expression About this trend: Pencil-thin brows ruled the ‘90s, and perfectly sculpted brows were the rage in recent years. But today, it’s all about bringing yourself to life with brows—whether full and feathery or clean and precise. The beauty of brows is their instant eyeopening, face-framing effect—made that much more important for above-the-mask looks. Try the trend: Transform shapeless brows with products like Benefit Cosmetics Precisely, My Brow Pencil Waterproof Eyebrow Definer to fill in sparse areas and add definition. For a softer, fanned out look try ColourPop’s Feather Effect Styling Wax or add instant volume with a micro fiber-based gel such as the HOURGLASS Arch Brow Volumizing Fiber Gel. For extra hold and flexibility try KVD Beauty Super Pomade Vegan Eyeliner, Shadow & Pigment in your natural shade—or experiment with bold colors.
Feathery to Pencil Thin
Saying Everything without Saying a Word
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2022 Trend Report: Expressive Revival
Imaginative Eye About this trend: Dare to explore the creative depths of imagination with bold lines, whimsical shapes and vibrant, fanciful colors. There are no rules for coloring outside the lines—it’s encouraged. Try the trend: Let your inner artist play with Makeup Revolution’s Creator Hydra Pigment Palettes to create a trendy cake liner look. Add a bold, playful statement and experiment with shapes and shades using the Makeup Revolution’s Creator Artist Pigment Pot Set. For extra oomph and definition, use an eyeliner to draw a graphic line. We recommend NYX Professional Makeup Epic Wear Liner Stick Long Lasting Eyeliner Pencil, which comes in 28 eye-catching colors.
Shadow Shape Play, Graphic Liner Trippi
Infinite Euphoria About this trend: A popular HBO drama inspired imaginative, spirited expressions that reflects the extremes of adolescent experiences. The look today celebrates contrast - dramatic and playful with more refinement. Youthful glitter juxtaposed by precious metallics and delicate touches of lace and pearls. Try the trend: Metallic-specked eyeliners like the Urban Decay Heavy Metal Glitter Eyeliner and sheer overlays offer subtle hints of shimmer and just enough dramatic detail. Create unexpected depth with white eyeliner, rhinestones, pearls and sequins strategically placed at the crease or lash line. Gem On with BH Cosmetics Decorative Face and Body Jewels or be daring and dazzle with Ardell’s 2-in-1 Crystal Gems & Duo Lash Adhesive Kit, perfect for added sparkle. Finish with a dramatic lash using Mac Magic Extension 5mm Fibre Mascara.
Glitter, Playful Appliques Refined Abandoned
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2022 Trend Report: Expressive Revival
Preventative Treatments About this trend: Last year saw a boom for treatments and tools that fill in, fade and smooth away bumps and blemishes. Now, when we look at our reflections, we can enjoy the veneer of control with faces that reflect what we want to see. Try the trend: Injectibles and skin treatments are a trend many are dabbling in as options become more accessible. Maintenance is much easier and you can now treat persistent conditions like acne, uneven pigmentation or texture with safe, at-home technology. Products like the DERMAFLASH LUXE Dermaplaning Exfoliation & Peach Fuzz Removal Device, BeautyBio’s GloPRO Microneedling Rejuvenation Tool or the Mini Facial Toning Device from NuFace offer at-home solutions for smoother, firmer skin.
Injectables, At Home Tech The Greater Value of Prevention
Urban Essence About this trend: 90’s beauty and fashion collide and the times of casual cool street style is resurrected. Where braids, single-wash eyeshadow and overlined lips reign supreme and nails, long and short, create a whole mood. Try the trend: From bantu knots to bubble braids, antenna bangs and high ponies, to dramatic shadow and dark burgundy lipstick, create a head to toe vibe. Have fun with a single swoosh of color on the eyes. Or skip the shadow altogether for a bold lash like the Velour, Lux Faux Mink Magnetic Lash Kit. Get moody with Too Faced Lady Bold Waterproof, Longwear Lip Liner and a plumping gloss to match. Top off the look with Pop On nails from Static, Kiss and Glamnetic.
Streetwear, Sporty Rich Street Smarts 13
2022 Trend Report: Expressive Revival
Power to the
people
Social movements remind us of the power we hold individually, and how strong our voices can be when we come together. In these connected times knowledge is limitless and powerful. Sustainability is at the forefront of innovative solutions. Brands need to stand for something and consumer behaviors are evolving to align with all of these shifts, using their voices to influence the industries – including beauty. There is power to the people.
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2022 Trend Report: Power to the People
Sustaining Sustainability About this trend: Beauty lovers are more intentional about the impact products leave on the world. Sustainability isn’t simply recyclable packaging. Packaging today can stand the test of time, fit into home décor and be replenished responsibly. Bonus: it leaves a legacy for planet Earth.
Refillution, Beauty Recycling BYO for a Sustainable Statement
Try the trend: Everything from creams and liquids including sunscreen and shampoo can be refilled at a lower cost than buying and recycling the container. Products like The Littles Hair and Body 2.0 by Drunk Elephant are recyclable, refillable and reusable. Makeup also offers refills for powder-based products including KVD Beauty Everlasting Refillable Blush and refillable lipstick from Hourglass. And watch for novel refillables like deodorant sticks, and prestige serums and elixirs. Some top sustainably packaged beauty brands include Fekkai, Juice Beauty and OSEA, as well as Conscious Beauty at Ulta Beauty partner Loop which provides access to beauty and personal care products in durable, returnable packaging.
Consumer Collaborations About this trend: The beauty world is embracing the voice of consumers to double down on inclusivity. Today, 30 or more foundation shades is the standard. Brands are bringing consumers into the creation process to deliver assortments that reflect the community. Try the trend: From extended shade ranges to clean, vegan, cruelty-free and sustainable solutions, products are developed with consumer feedback and values as the guide. Express your individual style and your interests with themed makeup palettes inspired by favorite TV shows and movies like the Ulta Beauty Collection x Pixar collaboration, or shop brands that support causes you care about like the Josie Maran Whipped Argan Pro-Retinol Body Butter Coral Reef Alliance Collaboration. With every purchase of Klorane products, a portion of sales supports the Klorane Botanical Foundation and helps fund school gardens in the USA through its Budding Botanist Grant.
Involve the Consumer as Creators Because the Customer is always Right
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2022 Trend Report: Power to the People
Collective Community About this trend: The most recent census saw a 127% jump in those who identify as multiracial. Global inspiration shows up in all aspects of our daily lives. This signals respect and love for cultures and traditions. Beyond food, certifications that speak to Halal or Kosher standards also help beauty lovers express their faith, values and style. Try the trend: Look for locally sourced goods that support communities that inspired the product. Purchase from collectives that feature local artisans. Pay attention to ingredient sourcing details. There are numerous brands at Ulta Beauty with giving back at their core, including Kreyol Essence, Terra Beauty Bars, Beekman 1802, Lake & Skye and more.
Value Based Shopping, Heritage Tribute Payback that Pays it Forward
Female Wellness About this trend: Women are unabashedly embracing their unique wellness needs at every age, and beauty brands are too. Today, there’s an exclamation point on products that support feminine care as celebratory and special.
Period Care, Menopause Woman Up
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2022 Trend Report: Power to the People
Try the trend: The category has leveled up offerings on everything from period panties that hold up to 10x a normal tampon, to supplements that support vaginal and sexual health. Beauty products address the concerns of women as their hormones adjust to peri- and menopause like dryness, texture and uneven pigmentation. Some of our favorite wellness products include SweetSpot Labs Hydrate Ever After Daily Hydrator, Me-NO-pause Restorative Cream by Indeed Labs and the BLUME x ULTA Period Self Care Kit. And if you want support, menopause coaches and support groups act as a doula, guiding women through the emotional and physical changes.
Supporting Founders About this trend: Up-and-comers in beauty and fashion have infused new hope as they actively work to change the landscape. Emerging brands are addressing specific needs of underrepresented communities hungry for products. The beauty industry is on a journey and many founders are forging new paths. Try the trend: From haircare to makeup to sunscreen, BIPOC consumers can find a dramatically expanded assortment of beauty products that truly work for them, from founders who look like them. Ulta Beauty’s growing lineup of BIPOC brands includes Melanin Haircare, Homebody and Sunday II Sunday.
BIPOC, Rise of Indie Brands Representation and Opportunity
Effective Formulations
About this trend: What many love about “clean” beauty is what it is not – the absence of toxic ingredients. Results tend to happen gradually, mirroring nature’s process. But in an age of innovation, fast, reliable results that can be recreated are just as important. Bio-engineered formulations to take the best of nature and superpower it with science for high-performance payoff. Try the trend: Look for extracts from key natural ingredients that are hard to source sustainably but really work. Products with ingredients like seaweed and algae can provide unprecedented levels of anti-inflammatory and antioxidant benefits. Cellulose and stem cells from plant extracts help with skin detoxing and bio-engineered makeup uses plant-based pigments. Our favorite brands with bioengineered ingredients include ELEMIS, Peter Thomas Roth and L’Oreal.
Bio-Enginered Innovation, Anti-Clean Unconventional Beauty 17
2022 Trend Report: Power to the People
2022 in Beauty comes to life through color.
From expressive shades, warm tones to vibrant hues that span the spectrum, this year’s color palette offers infinite possibilities.
color
Lip
For lips, pinks and nude shades complement “That New Natural” while deep purple, chocolate and black play to “Expressive Revival.”
Eyes
White eyeliner and bright colors like red, sapphire, and pastels are perfect for creating graphic looks and imaginative eyes.
Face
Natural blush and cheek tints in subtle skin-like finishes work to add a flush of color and accentuate cheekbones. Watch for bronze and warm sunset tones.
Hair
In hair, expect to see pale pink blondes, soft apricot, cognac reds, and brunette’s in cool tones like cappuccino and dramatic dark violet. Grey is also in style, with more people embracing their natural color.
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2022 Trend Report: 2022 in Color