Alison Gaither
Alison is an Analyst for Mintel's US Beauty and Personal Care Reports. Prior to joining Mintel in 2015, Alison spent four years as an educator for a leading beauty retailer and a global research analyst in CPG.

Mintel Beauty Analyst, Alison Gaither recently attended Cosmoprof North America (CPNA), where she walked the floor, attended presentations and chatted with brands. Here, Alison shares five trends spotted on the show floor,  three brands to watch and highlights from the industry leader-led panels. 

5 Trends Spotted

1. Skincare approach to hair damage control

Haircare is making giant strides when it comes to damage prevention and repair. We’re seeing more and more brands take a skincare approach to haircare, putting damage at the forefront. This growing trend aligns with Mintel research which shows that damage prevention and repair are among the top four most important benefits haircare product users look for.

Brock Beauty Hairfinity (US) uses natural ingredients to repair and strengthen hair after damage. The brand has an entire treatment line, including daily vitamins and supplements, based on hair concerns (ie damage defense, shine, detox & de-stress, volume builder). By treating hair from the inside and out, this brand educates consumers on the importance of preventing damage before it’s too late.

2. Color maintenance for blondes

Ingenuity and creativity was on full display with regard to how brands treat blonde hair and prevent brassiness and breakage. Surprisingly, there were also a few purple leave-in products which is something of a rare sight in haircare.

Amika Violet Leave-In Treatment Foam (US) is exclusively focused on the launch of the bust your brass violet leave-in treatment foam. The product is a purple, no-rinse conditioning treatment that maintains brass-free blonde hair that has the feel of a mousse.

3. Honey-based skincare

Honey in skincare products has boasted claims of anti-inflammatory, healing, and anti-bacterial benefits. What’s trending about these honey-based skincare products is the particular care that these products go to in an effort to source and support natural ingredients and initiatives. Some brands source their own honey while some sales go to foundations that support the ongoing effort to protect bees.

Manuka Doctor (NZ) carries skincare and supplements all containing either beeswax, royal jelly, or bee pollen, which they source from their very own hives. Ingredient sourcing is important for brands in the natural space, as their products can be sourced from their own resources.

4. Sheet Masks

From the face to the rear, it seems like almost every brand has a sheet mask these days. The latest innovations in skincare masks range from color changing to bubbling to neck and chin masks.

Bawdy Butt Galaxy have a number of sheet masks for the derriere with cheeky catch phrases on the back. Mintel has been researching ‘booty beauty’ for a a while now and the segment continues to grow. These masks contain firming and anti-cellulite ingredients and they are large enough that people can wear them and send to friends.

5. Lash treatments and boosters

As we’ve seen across food, drink and household care industries, natural ingredients have become increasingly popular in beauty and personal care. Newer to the game, natural lash treatments and boosters claim to nourish and protect eyelashes from breakage and hair loss without any side effects such as lid tinting or brown spots on eyes.

Grandelash uses vitamins, antioxidants, and amino acids to boost lash growth. The line has expanded to include serums, mascaras, primers, and eyeliners that all promote lash growth.

3 Brands To Watch

Yuni Beauty “creates healthy, natural solutions that save time, enhance performance and relieve stress,” according to the company, including its new line of pre- and post-workout products.

Queen V is a female-powered, millennial-focused health and wellness company with the objective to “conquer the feminine wellness space with products that are pH-balanced, free of harmful ingredients, convenient, easy to use, and affordable,” according to their website.

Cannabliss Organic (US) skincare is made with hemp oil that claims numerous healing benefits such as treating dry skin, acne and wrinkles. The natural, organic ingredients are also infused with ancient Korean herbs.

Panel Highlights

The K-beauty factor: Looking ahead at what’s to come

Alicia Yoon, Founder of Peach & Lily, highlighted the focus on skin health to Korean consumers, trending ingredients and formulating skin to solve one problem without creating another. She also tackled important topics such as masking as part of a routine – not to supplement another step – as well as ingredient safety apps in Korea.

From unattainable to real: The 411 on developing viral beauty content from the women of AS/IS

Led by Base Beauty Creative Agency and the women from Buzzfeed’s AS/IS channel, the focus was on the need for diversity and inclusivity in campaigns, influencers, and especially the workplace.