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In an ever-changing world, beauty companies must stay ahead of the latest trends in terms of environmental factors and changing consumer demands.

In this presentation, Marta Panasiuk, Mintel’s Trends & Innovation Analyst in Beauty & Personal Care, highlights the key trends observed in Skincare and Coloured Cosmetics categories.

Three key takeaways:

  • Naturals are on the rise
    Naturals are increasingly popular with European consumers as they are perceived as purer and safer. However, with evolving demands and changing climates, our approach to natural and sustainable ingredients must change, encompassing for example local approaches.

  • Brands will need to develop ‘a face’ and clear ‘personality’
    Simply selling a great beauty product is no longer enough; brands must have personality and purpose to win over consumers.

  • Asian inspiration moves from K to J
    The advent of global beauty vlogs and blogs has led consumers from all over the world to look to different regions for trend inspiration. APAC regions are seen as trendsetters, and while K-Beauty dominated in 2017, the Japanese aesthetic is growing in appeal.