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The beauty industry thrives on novelty with its non-stop product launches and a never-ending stream of trends born on social media. The beauty and cosmetics market had estimated to generate approximately $450 billion in annual sales worldwide this year. With various new trends emerging in the industry, each trend has tried to make it easy to jump on board. However, below are the top trends, which has emerged as winners in the beauty industry in 2018.
Skin tone inclusive
Beauty in every shade: The idea notion that beauty brands would sell makeup in a range of shades to fit every skin tone seems like a basic business necessity, and yet the industry has consistently fallen embarrassingly short on the representation front.
However, the year 2018 has seen more diversity on the runways. The beauty industry had also started offering a broad-shade spectrum of foundations and concealer. The recent surge in foundation parity was due to the brand-The Fenty, the brainchild of superstar Rihanna. The Filt’r foundation of this makeup line comes with 40 shades offering an option for those who had been largely ignored by the beauty industry.
The sell-out success of Fenty Beauty’s foundation inspired other brands to launch their own-shade expansive collections such as Kylie Jenner’s Kylie cosmetics, Maybelline, It cosmetics etc.
Animal & Nature-friendly
"Cruelty-free" became something of a buzzword in the beauty industry in 2018. Cruelty-free cosmetics are also known as vegan cosmetics. Cruelty-free cosmetics are those products that are manufactured without being tested on animals. The products undergo final testing in-vitro or on humans.
According to a recent study, over one-third of women prefer to buy beauty products from cruelty-free brands. This year, major brands have turned Vegan by increasingly eliminating animal testing from their procedures such as Kat Von D etc.
Gender-neutral
Since ancient times beauty and women have been synonymous. The Beauty industry has always targeted women for its beauty and grooming products. 2018 saw the emergence of options for men’s personal care products. Brands had not just included men but also made them their core target market. Personal care and pharmaceutical companies have been selling personal care products such as razors etc for a long time.
However, this year brands have offered gender-neutral beauty products to attract male consumers who approach masculinity differently than previous generations. Incumbent brands including Tom Ford, MAC, and Marc Jacobs have launched gender-neutral makeup lines. Companies like Clinique, Calvin Klein, Asos, and Yves Saint Laurent etc also offered makeup for men.
