The future looks bright – with bold colours and emerging beauty standards that put diversity and sustainability at the fore.
1 Authenticity
If anything good came out of 2020/21, it’s the new and improved beauty standards we’re finally beginning to see. Brands are championing diversity, inclusion and accessibility by expanding and adapting their product offerings, helping us stay true to our authentic selves and embracing what makes us special.
‘The industry is progressive. When we talk about inclusion and diversity, the industry has focused longer on trying to serve [customer] needs, from an assortment standpoint, [compared to] other industries,’ Monica Arnaudo, Chief Merchandising Officer at Ulta Beauty, told Glossy.co. ‘What is happening [trend-wise] does have a larger impact on the beauty landscape… The insights we’ve garnered and the trends for the last couple of years have shaped the beauty landscape and will continue to shape it. [Trend adoptions] are going to be even faster than we’ve seen in the past.’
Rohan Widdison, founder and CEO of cosmetic formulator New Laboratories, says one of the main trends we’re expecting to see in 2022 is a shift in power from the beauty industry to the consumer. ‘Instead of the beauty industry setting the trends which consumers follow, 2022 will see more brands being consciously driven by social awareness and led by consumers, instead of the traditional supplier trend-setting approach which has been the way of the past,’ he says.
2 Digitalisation
With artificial intelligence (AI), 3D printing, augmented reality and DNA analysis, the beauty industry is becoming increasingly technology-driven in delivering personalisation in ways that the traditional cosmetic counter cannot,’ says Widdison. ‘With consumers’ needs changing and demanding more custom and specific results, such as exact skincare matches and personalised formulas, digitalisation of the beauty industry will continue to increase in 2022,’ he shares.
3 Sustainability
A brand’s footprint is going to matter even more in 2022. Sustainability is now an industry standard, and consumers are making their purchasing decisions just as much on a brand’s environmental impact as they are on the product’s efficacy. We want to know exactly what goes into a product, how an ingredient is sourced and harvested, how the product is made and manufactured and how it can be recycled, refilled and reused.
‘Consumers are becoming increasingly sustainably conscious and are expecting their brands to do the same,’ says Widdison. ‘Whilst nearly all companies have sustainable practices in place, consumers are expecting more from their brands in this space, including more plastic-free products, refillable packaging, fair and ethical sourcing and a proactive approach to reducing overconsumption.’
In a recent Instagram survey of 1,200 weekly social media users between 13- and 24-years old, one-third said they are interested in learning more about clean makeup and skincare in 2022, buying vegan makeup and plant-based skincare, and using fewer products.
4 The curly hair revolution
‘2022 is the year for curly hair to thrive! It’s been a long time coming – throughout the world, 65% of our population are living with wavy, curly or Afro (aka coily) hair,’ says Rumbie Mutsiwa, founder of RUMBIE & CO, Australia’s leading curl specialist salon. She says to look out for ‘wash & go’au naturel styles, curly bangs, the middle part, the retro shag and braids.
High-puff hairstyles are also huge. According to Pinterest’s 2022 beauty trend roundup, embracing the natural hair movement is driving the popularity of high-puff hairstyles, the simple and chic curly-girl updo.
‘High puff hairstyle’ searches grew 165% in the period between October 2019 and September 2021, while ‘natural hair bun styles’ searches increased 160%.
5 Makeup Report: Natural Beauty
If more was less in 2021, this year we’ll be seeing even more pared-back looks. Think natural skin shining through rather than your typical ‘Instagram makeup’ lewk. Not matte, not extremely dewy, but something silky in the middle.
6 Makeup Report: Bold & Creative
While a bit counterintuitive with the concurrent minimalist skin look, pops of colour are also reemerging. Unleash your creativity with graphic liners in red and sapphire, crystal eye makeup (yes, using sticker face gems) and throwback glossy lips in bright pinks and reds.
Pantone Veri Peri Colour of the Year
2022’s colour of the year is ‘Very Peri’, a periwinkle blue hue with violet-red undertones that symbolises transition, new possibilities and the global zeitgeist of the moment.
‘The Pantone Colour of the Year reflects what is taking place in our global culture, expressing what people are looking for that colour can hope to answer,’ says Laurie Pressman, Vice President of the Pantone Colour Institute. ‘Creating a new colour for the first time in the history of our Pantone Colour of the Year educational colour program reflects the global innovation and transformation taking place. As society continues to recognise colour as a critical form of communication, and a way to express and affect ideas and emotions and engage and connect, the complexity of this new red violet-infused blue hue highlights the expansive possibilities that lay before us.’
TikTok-ers are au fait with the colour purple. The platform’s purple blush trend has risen to makeup stardom – since the trend began in October 2021, the hashtag #purpleblush has garnered well over 16 million views on TikTok.
