Ongoing Trends to Delve Into Wellness and Niche Beauty

As we gear up to begin our research for the 45th edition of our flagship Cosmetics and Toiletries USA report, we take note of some of the key trends sweeping the industry. These include wellness-positioned offerings, the rise of niche products, and retail expansion to accommodate more products and offer new shopping experiences.

The wellness movement remains one of the largest growth drivers in the market, despite consumer preferences shifting. Instead of pursuing purely natural products, conventional brands shift their marketing messaging to appeal to the increasing number of consumers who value sustainability, transparency, and clean formulations. A good example of this is the new Nature + Science collection of shampoos and conditioners from Redken.

Our research on Beauty’s 100 Favorite Brands notes that indie beauty also continues to be at the forefront of the industry as a key growth and trend driver. While many of these brands compete in skin care, positioning themselves as natural and clean, they also seek to differentiate themselves through niche product offerings. Some of these brands include Anese and Knours, specializing in skin care masks for the buttocks and hormonal skin care, respectively. Such brands look to inspire beauty consumers who have become overwhelmed by the number of products and new launches available on the market.

While most indie product discovery still occurs via social media, an increasing number of consumers want to test these products prior to purchase. Our upcoming Beauty Retailing USA report highlights the advancements made in department and specialty stores to bring in trendy, new indie brands. Similar to Sparked by Ulta, Kohl’s is piloting Beauty Checkout and Curated by Kohl’s. Both initiatives highlight brands trending on Facebook and Instagram and rotate in-store presence on a quarterly basis. Nordstrom also makes waves with the opening of its New York City flagship store in October 2019. Its Beauty Haven offers services, a beauty concierge program, and augmented-reality mirrors.

Retail expansion is not only crucial for indie brands looking to scale but also established brands. Keeping the consumer engaged and excited will be key to the continued growth of the beauty and personal care market. Moreover, creating exciting in-store experiences is one of the ways to inspire and educate beauty lovers. Follow more beauty industry trends in our upcoming Top Trends and Highlights in Beauty presentation, scheduled for release in January 2020 as a part of Kline’s Cosmetics and Toiletries USA report.

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