The dynamic beauty industry continues to increase, powered by new trends and product concepts, rising independent brands, and continuous investments to create the next big thing. As we’re gearing up to kick off the 44th edition of our annual Cosmetics & Toiletries USA report, we take note of the most talked-about trends started in 2018 and set to shape the face of beauty in 2019 and beyond.
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 customize 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. Brands that already play in the space of personalization include Skin Inc, Curology, and Kiehl’s Apothecary Preparations, while some new entrants include Y’OUR, established in early 2018, and Proven, which launched in summer 2018. Furthermore, Clinique has just announced the launch of Clinique iD, a custom-blend system for hydration that has 15 unique combinations.
Beauty embraces cannabis
Although hemp just recently made its way into the U.S. 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 realize the benefits of the ingredient in skin care. We will closely monitor the regulatory and legal status of CBD products, current offerings, and marketing channels, as well as consumers’ attitudes and perceptions in our upcoming Consumer Cannabis Products: U.S. Health and Beauty Market Analysis and Opportunities report.
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. The year 2019 will see a rise in small beauty retailers carrying indie brands. Online clean beauty boutiques have been thriving; Beauty Heroes, for one, is planning to open brick-and-mortar stores in the new year. The 10th edition of our Natural Personal Care: U.S. Market Analysis and Consumer Insights will reveal the latest market developments and consumer behaviors in the natural space.
Beauty emphasizes diversity
Inclusive beauty is a defining force in beauty and has become more embraced by brands and retailers. Barneys just added an inclusive skin care line, Epara Skincare, that launched last year in the United Kingdom and is now debuting in the United States. As the intense political climate in the U.S. 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.
Watch out for our Top Ten Trends and Highlights in Beauty 2018 mini report to be released in early January as part of our Cosmetics & Toiletries USA study. Are you interested in a report on inclusive beauty or personalized beauty topics? Please contact us.
Written by Marcela Chifu (Senior Marketing Executive), Dana Kreutzer (Senior Analyst), and Alyssa Behrendt (Analyst)