What are the Biggest Trends in Beauty?

The ever-changing world of beauty continues to evolve, and another year of reporting on trends, brands, and products comes into full swing as our analysts delve into the research for the 43rd edition of the Cosmetics & Toiletries USA report, which encompasses five product classes and 18 product categories. While many of the new trends and developments are category-specific, a few stood out during the year that we would like to highlight below.

Beauty + Tech – A Happy Marriage

The merging of the world of beauty and technology—augmented reality (AR) and virtual reality (VR)—become substantive in beauty as makeup cams help consumers get a one-touch makeover in real time. MAC partners with Modiface for the Virtual Makeover in its stores, while Sephora’s AR application allows consumers to tap and try products with the Virtual ARTIST. Digital formats, particularly in fast-paced and advancing specialty stores, are a new attraction for consumers. With the aim of seamlessly incorporating digital into everything that they do, NYX partners with Samsung to launch Innovative Virtual Reality Makeup Tutorial, which allows consumers to shop for beauty in an entirely new way through VR to its stores, bringing NYX Professional Makeup fans closer to its brand ambassadors.

Successful Digital-only Beauty Businesses

The year 2017 also saw the phenomenal success of online-only brands, such as Kylie Cosmetics and Glossier. Through nearly 100 million Instagram followers, Kylie Cosmetics becomes the fastest-growing beauty brand through the launch of its products online while Glossier achieves a cult status through its millennial-facing voice, close relationship with consumers, and conversations with its digital community.

Beauty for All Colors and Ethnicities 

Beauty is becoming increasingly inclusive and a proof of that is the launch and sell-out of products by Rihanna’s beauty brand—Fenty Beauty. Fenty Beauty began selling at Sephora with an appeal of reaching all consumers, with shades from light to very dark, reaching consumers of all colors and ethnicities. Our new Multicultural Beauty and Grooming report will take a close look at the up-and-coming multicultural brands that are making great strides in the market.

Beyond Beauty, Nutricosmetics

Often referred to as ingestible beauty or beauty supplements, nutricosmetics are taking the notion of beauty from within further. An array of products that serve different purposes, from promoting reduction in fine lines, to improving skin texture, to achieving lustrous, thick, and strong growing hair and nails are flooding the market to address the needs of experimental consumers. We are witnessing the introduction of protein powders by Burt’s Bees and the Noni Glow Skinfood Dietary Supplements by Kora Organics. Our latest report, Nutricosmetics: U.S. Market Analysis and Opportunities, will take a deep dive into this rapidly developing market and discuss the much talked-about trend of promoting beauty from within through the use of beauty supplements.

Beauty Influencers

Influencers become new brand creators. Huda Kattan, a top Instagram influencer with 23.5 million followers, becomes the first influencer to land a major funding deal with her brand Huda Beauty. Active Beauty becomes a hot trend as brands such as Tarte, Clinique, and Sweat Cosmetics promote products specifically for fitness.

To learn about the latest developments in beauty trends, acquisitions, brands and categories performance, successful indies, retail changes, and much more, please refer to our Cosmetics & Toiletries USA report. Part of this report is also the Top Trends in Beauty presentation which will be available very soon!

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