Heather Ibberson

October 1, 2021

Must-know beauty trends

A monthly briefing on the latest beauty trends and news across the industry from cosmetics, skincare and more.

What’s happened across the beauty industry last month? Get up to speed with the trends shaping this market.

A compilation on the latest trends in the beauty, skincare and color cosmetics market every month, along with news and other points of interest to keep your eyes on.

Looking to get more insights into the beauty market? Reach out to one of our retail specialists today.

The top trends 

1. Anti-aging searches are replaced by scientific ingredients

Although search volumes for "anti-aging" and "anti-wrinkle" are down, consumers are still seeking solutions for their aging concerns, searching for specific ingredients and treatments like niacinamide instead, which has seen a 233% increase YoY, according to Spate.

Cellular beauty is a new rising trend that boosts the skin's condition from a cellular level and slows the aging process. Consumers' interest in science-backed skincare has peaked during the pandemic, as many turned to dermatologists as the new skinfluencers on social media sites like TikTok.

Retailers should seek to educate their customers on specific ingredients that have anti-aging properties and demonstrate how they can incorporate these into their routine, using terms like "reparative" and "renewing" to describe the effects.

2. Sensitive skin is at the top of consumer concerns

70% of Americans self-diagnose as having sensitive skin, so it's no surprise that brands like Cetaphil are reformulating some of their best-selling products to appeal to this large customer base. While this skin condition has always existed, a rise in educational videos on #DermTok (which boasts over 40m views) has seen consumers searching for the best products for their sensitive skin routines.

Proctor & Gamble found that 83% of consumers are "actively looking for skincare products that are created 'for sensitive skin'"and launched GoodSkin MD in June as a solution. It is a gender-neutral brand targeted at millennials looking for fragrance and paraben-free products.

Cult brand Summer Fridays also recently launched its beloved Jet Lag Mask after receiving complaints citing redness and irritation. The new formulation removes essential oils that could cause inflammation and is a lesson for brands in listening and responding to customer feedback.

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Images via Instagram - Cellular MD

Headline highlights 

L'Occtaine launches social selling platform

The brand launched MyL'Occitane, where those interested in starting their own business can enroll as a L'Occitane Consultant and begin to sell products through their own personal website provided by the retailer.

Jennifer Anniston launches LolaVie

The actor launched her new line on September 8th in the US with a single hair care product, The Glossing Detangler, priced at $25. It is free of parabens, silicones, sulfates, phthalates, gluten and is both vegan and cruelty-free.

Olaplex valued at $16bn after IPO

The company opened trading on September 30th at $25 and raised over $1.5bn. The chief executive officer JuE Wong said the brand plans on growing its awareness and broadening its offering in the hair care space.

Estée Lauder partners with poet Amanda Gorman

The youngest inaugural poet, Amanda Gorman, announced a three-year brand partnership with the company. As part of the deal, Estée Lauder Companies will contribute $3mn to support Writing Change and Gorman will debut in the brand's Spring 2022 campaign.

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Images via Instagram - LolaVie and Instagram - OLAPLEX

Standout email communications

TikTok makeup hacks

Beauty Bay spotlighted popular trends from the app and provided the products needed for customers to try it themselves. Items included Anastasia Beverly Hills' Brow Freeze to achieve fluffy brows and Maybelline's concealer to sculpt the face.

Mood-boosting makeup

In line with current apparel trends, Net-a-Porter highlighted ways to wear the season's popular bold hues on the face, promoting statement lipsticks and bright blushes.

Budget beauty

Cult Beauty proved that good skincare doesn't have to come with a steep price tag, spotlighting products that cost £20 and less from brands including COSRX and Mario Badescu.

Acne care

Soko Glam honed in consumers searching for maskne and hormonal acne solutions, providing an edit of products such as clearing oils formulated with PHAs and essences that contain cica extract.

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Images via Beauty Bay UK - Sep 6, 2021; Net-a-Porter Email US - Sep 10, 2021; Cult Beauty Email UK - Sep 5, 2021; Soko Glam Email US - Sep 19, 2021

Sustainability and D&I headlines

Sustainable & eco

L'Oréal, Henkel, Natura & Co and Unilever joined forces to create a beauty consortium and build an industry-wide environmental impact assessment and scoring system for cosmetic products.

Charlotte Tilbury gained the Leaping Bunny approval from Cruelty Free International. Founder Tilbury added that while the certification is new, the brand has been against animal testing since its launch in 2013.

After two years of development, Chanel unveiled a new sustainable and biodegradable cap for its perfume bottles, made from 91% plant-based materials.

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Image via Charlotte Tilbury

Diversity & inclusion

Ulta Beauty revealed MUSE 100, its latest initiative celebrating inspiring Black voices in beauty. Those featured, including Naomi Elizee, received a grant of $10,000 to accelerate their influence and mission.

On September 21st, over 100 beauty brands - including Versed and Youth To The People - encouraged customers to call their federal representatives to advocate for climate change policies.

Lancôme partnered with NAACP to provide 30 grants of $10,000 to students starting in the 2022 academic year through its Write Her Future program.

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Image via Ulta Beauty

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