It’s difficult to keep up with the latest beauty trends when as an industry it can change from one week to the next. It’s true that beauty innovations reflect consumer needs and lifestyle changes so what’s new and improved in the beauty industry for 2020? 

Inclusive beauty

2020 will see the emergence of a different kind of understanding when it comes to beauty products. No longer limited to the small percentage of the population that we’ve so far been accustomed to, this year will see more brands than ever cater to every skin colour, age and gender.

Fenty beauty’s launch in 2017 cemented the need for more beauty brands to step up by introducing a concealer in 50 different shades. Similarly, Lancome’s foundation ‘Teint Idole’ is now available in 40 shades. Beauty brand ‘Milk’ has also been instrumental in leading change in regards to how we see make-up across genders with the use of simple, unisex packaging. 

We’re also seeing an expansion of men’s beauty ranges, which although can be seen to differentiate gender, is still a progressive way of identifying the need for a greater range of products that cater to all and may go some way in removing the stigma, some may feel, is associated with men using beauty products. 

Sustainable beauty

The ‘clean’ beauty movement gained momentum in 2019 but was riddled with inaccuracies and false advertising. However, in 2020, we will see the rise of the savvier shopper looking not only at product contents but also how they are produced and packaged. Ingredient transparency will be key for beauty brands, mimicking our approach to a healthier more organic way of eating and living in general.

As consumers, we will want to see a clear list of ingredients, a greater understanding of how make-up has been produced and where the packaging has originated from. For example, Neal’s Yard mostly uses glass packaging and campaigned with Greenpeace against the use of microbeads in beauty products.

Lush is also leading the way with packaging that is 90% recycled. Its shop in Manchester is also England’s first plastic packaging-free cosmetics shop.

And, although a higher price point, Tata Harper has caught the beauty world by storm with their 100% free from artificial colours, synthetic chemicals, toxins and GMOs. 

With this movement, we will also see a shift towards a ‘less is more’ approach to make-up and therefore reducing the impact fast beauty has on the environment. 

Tech beauty

Beauty companies have started to explore new ways in which they can combine beauty and technology to offer a more personalised service and create tailored products for each of our unique needs. Think back to No7’s foundation match service that would photograph your skin tone and match it to a foundation, well new technology means we can utilise apps and gadgets to tailor our skincare, haircare, make-up and more to our exact specifications.

La Roche-Posay has recently collaborated with a tech company to design an app that can help identify the type of acne you have, as well as a voice-controlled smart mirror that adjusts its lighting for better make-up application.

As technology infiltrates all aspects of our lives, 2020 will be the year where we integrate more applications and tech innovations for make-up that is better suited to each one of us.

Wellness beauty

‘Self care’ has been a popular buzzword in the last year, and beauty in 2020 will look at taking it that one step further by marrying beauty products and a sense of wellbeing. Although make-up and beauty products are by no means the solution to solving issues with our mental health, they do go some way in providing confidence and a sense of wellbeing.

Treatwell focused on the importance of taking care of your appearance and the direct correlation it has with self-care and launched the ‘Mindful Mani‘ during 2019’s Mental Health Awareness Month. Beauty products containing CBD were also on the rise in 2019 and look to be increasing this year too, which is why brands like Origins have released their ‘Hello, Calm’ face mask containing Cannabis oil and claiming to ‘de-stress senses’.

Now more than ever we want to invest in beauty products that do much more than traditional make-up used to, it’s about beauty being in line with our values, lifestyles and mental wellbeing. 

Whatever your views on beauty and the beauty industry, we will inevitably see major changes in the way we interact with products and our relationship with the beauty sector. Although make-up can be seen as fun and sometimes superficial, it’s influence is unavoidable. As consumers demand more variety, better quality and smarter products the industry will adapt and find new innovative ways to satisfy the changing world we live in. 

Which beauty movement will you be following in 2020? Let us know in the comments below.

Written by Rosanna Christou, who you can follow on Instagram at @rosannachristou.

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