Many women changed their beauty routines during the COVID-19 pandemic, wearing more saturated colors on video calls or eschewing makeup altogether. Now women are once again rethinking their skin care and makeup regimens— and beauty brands have new trends to tap into.
Market intelligence solutions like
Skai provide a holistic view of industry trends.
Examining Skai’s extensive data from consumer discussions, products, patents, and more reveals five emerging trends that are predicted to grow over the coming months.
5 Emerging Trends Predicted to Grow
1. Consumers are using skin care products to combat stress.
The “stress effect” is the fastest growing skin condition discussed on social media. Emphasizing a product’s de-stressing capabilities - thanks to soothing ingredients, comforting texture, great smell, and/or relaxing usage routine - will be right on trend for the foreseeable future.
2. High coverage, long-lasting products are rising in popularity.
Consumer discussions around high- and full-coverage cosmetics are up 29%. The illusion of flawless skin was achievable on video with the right filters and lighting - are women now trying to maintain that look in real life? Preserving that perfect look for the entire workday is also key; long-lasting cosmetics coverage discussions have increased by 41.7% this year.
3. Interest in sustainability is rising.
Consumers are growing more interested in climate change and sustainability. Two niche trends in beauty packaging are building momentum: refillable and reusable packaging (up nearly 120% this year) and recyclable packaging (up 152%).
4. Consumers are heading back to salons and spas.
Interest in DIY beauty treatments peaked early in the pandemic, but that’s all over now: DIY-related discussions have declined by 71.6% this year.
5. Samples & travel sizes are in demand.
Consumers may be more open to trying new brands as they rework their routines, driving a 63% increase in product sample interest and a 400% rise in demand for travel-size fragrances.
ABOUT THE AUTHOR
Noa Wertheimer, Head of Insights and Strategy Consulting at Skai.
Photos: Noa Wertheimer; On right, by cottonbro from Pexels
