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Latest Trend Report for Beauty Brands



Consumers in the beauty industry are increasingly savvy about the products they reach for, and the most successful cosmetics brands are those that stay ahead of the trends and provide formulas that satisfy these demands. Recent research has revealed a series of trends that beauty brands may want to be mindful of. For instance, marketing analysis company, Kantar, used its AI search capabilities to comb through beauty consumers’ search engine data to pick out the latest trends. We’ve rounded up our interpretation of the trends that are most relevant to cosmetics and skincare brands, and provide a few ideas for how you can adopt them.


Health, Wellness, and Plants

After the Covid-19 pandemic, people across the world acted with renewed interest in their health and well-being. In consumer industries in particular, this yielded a boom in the health and wellness products being purchased, as well as more attention being paid to the ingredients of consumer products. People seem to prefer plant-based ingredients that support holistic health and well-being, and Kantar’s research indicates this extends to cosmetics and skincare too.


How to Adopt Plant-Based Beauty

Conscious consumers are increasingly pushing for more natural formulas, as these often pose less risk to the health of themselves and the environment. Brands can lean into this trend in a few creative ways:

  1. Rework your marketing to highlight the natural ingredients in your formula (if applicable)

  2. Provide transparent access to any clinical research you’ve done to prove the efficacy of your formulas. This is especially important in natural formulas, where concrete evidence is frequently overlooked but is no less critical.

  3. Pursue minimal packaging wherever possible. Lush is a great example of a brand taking on a “naked first” approach to makeup and skincare packaging, where they make every effort to provide reusable or recycled packaging (or none at all beyond what is essential for display and distribution, encouraging customers to use their own sustainable solutions.)

Skincare Vs. Products With Coverage

Another movement in the beauty industry has been a huge emphasis on caring for one’s complexion as a priority, rather than focusing solely on the makeup coverage applied on top. More and more cosmetics brands are revamping their formulas to place more emphasis on skin-loving ingredients that improve users’ skin health with continued use. If your brand offers something similar, consider:

  1. Investing in longitudinal clinical research or consumer perception studies that showcase the effects of using your makeup products over a longer period of time. For example, if you’re marketing a foundation or concealer that aims to reduce the appearance of wrinkles - demonstrate the changes users can experience after 12 weeks of consistent use!

  2. Market your product by using images of users with minimal makeup overall, showcasing the “natural” beauty that your formula can help users emphasize. In this trend, lower coverage is king!

Pivot to BodyCare

Kantar’s report also highlighted that many beauty and skincare brands are taking their signature powerhouse ingredients, like salicylic acid and retinoids, and turning them into stronger body care formulas. Skin actives that used to only be available for facial care are cropping up in higher concentrations in body washes and exfoliating scrubs.


  1. If your formula might be suited to an expansion into a body-care product, consider adding one to your range.

  2. Include full-body treatment tips when marketing your formulas, and include this in helpful blogposts or “how-to” demonstration videos.

Wrapping Up

Brands that keep up with the shifting trends of consumer needs are best equipped for long-term success. This is particularly true for brands that are able to provide scientific support for their product’s performance. It’s essential for beauty brands to stay apprised of the latest research on these trends, such as the shift toward plant-based beauty and the renewed emphasis on body care products. In attempting to adopt these consumer patterns, remember that appealing to shifting customer desires is only effective when it’s supported by valid research.


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