The megatrends shaping the face of beauty

The Kline Group has revealed the four “most talked-about trends” that started last year and are now set to “shape the face of beauty in 2019 and beyond”.

According to the global research company, the dynamic beauty industry continues to grow “powered by new trends and product concepts, rising independent brands and continuous investments to create the next big thing”.

Inevitably, beauty brands that manage to capitalise on the trends identified by Kline’s Senior Marketing Executive Marcela Chifu, senior analyst Dana Kreutzer and analyst Alyssa Behrendt could well be one of those ‘next big things’:

Beauty à la carte
“Over recent years, there has been a noticeable rise in the single-ingredient concept trend, which creates the opportunity for consumers to customise their beauty routines by layering or mixing such products. This straightforward approach highlights staple ingredients like retinol, vitamin C, or hyaluronic acid, which are known to yield results. In addition, as these products contain fewer ingredients, marketers are usually able to offer them at more affordable price points.”

Beauty embraces cannabis
“Although hemp just recently made its way into the US skin care market, it has rapidly sparked consumers’ interest with its calming and antioxidant properties. Mainstream retailer Sephora has already added brands like High Beauty to its offerings, while established players like Origins, Herbivore, Lord Jones, and Milk Makeup have all recently introduced products that feature cannabis. The year of 2019 is expected to witness more cannabis-based beauty product launches as beauty marketers realise the benefits of the ingredient in skin care.”

Beauty emphasises diversity
“Inclusive beauty is a defining force in beauty and has become more embraced by brands and retailers. As the intense political climate in the US is driving equality and representation in the market, it is likely that more gender-neutral brands will enter the space and become more accessible at mainstream beauty retailers.”

Beauty goes greener
“Consumers continue to place increased emphasis on the natural ingredients in their products. The wellness trend has become a staple in the marketplace thanks to millennials but also marketers who look to differentiate themselves from companies that are greenwashing. The e-commerce channel remains crucial for clean beauty products; however, specialty retailers such as Sephora and the Detox Market find success by establishing standards for clean and natural skin care, making the process easier for consumers.”


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