9 disruptive beauty products to shine at in-cosmetics Global 2018

April 16, 2018
4 min read

This year’s in-cosmetics Global, the leading exhibition for personal care ingredients, is taking place in Amsterdam on 17th-19th April. The event brings together personal care ingredients suppliers with finished product manufacturers looking to explore future trends, discover the latest innovations and network with the world’s beauty and personal care community.

Mintel’s Global Beauty Analysts will give daily live demonstrations at the Innovation Zone (stand E65), allowing people to see, touch and test a selection of disruptive products from around the world.

Here, we highlight some of the products that will be on display, reflecting Mintel’s 2018 Global Beauty Trends:

My Beauty, My Rules

Brands will stop targeting consumers based on their age, gender, or body type as consumers increasingly demand personalised beauty defined on their terms.

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H2O+ Beauty Rapids, Probiotic Smart Lip & Cheek Stick (USA): Colour cosmetic products are continuing to align with facial skincare trends as consumers expect skincare benefits from their make-up. This product offers two big beauty trends in one: a custom-colour stick format with a probiotic formulation.

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Shiseido, Posme Play Colour Chip (Japan): These tiny make-up squares show how to create packaging for an iGen consumer. Designed by teenagers for Shiseido, the small pigment-holding illustrations can be stored in mobile phone cases, swapped between friends, and applied on-the-go.
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Non Gender Specific, The Everything Serum (USA): This all-round serum is for all people and all gender identities, not a specific population. It claims to combats all major skin concerns such as wrinkles, hyperpigmentation, large pores and elasticity, and it promotes individuality and gender equality for everyone.


Campaign Capital

Simply selling a great beauty product will no longer be enough; brands must have personality and purpose that align with consumers’ own beliefs in order to win them over.

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Feminista Perfume (UK): Described as “the first political perfume in the world”, Feminista donates around 15% of its sales to “developing innovative, new and exciting content and education formats, supporting good causes and developing and funding those people that carry an all-inclusive feminism into the world.”

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La Bouche Rouge Lipstick (France): The eco-conscious new brand aims to reduce landfill and water pollution associated with the one billion lipstick tubes discarded every year. The lipsticks are unscented and free from ingredients such as endocrine disruptors, polyethylene and polymethyl methacrylate, which can contaminate water. The brand aims to make buying lipstick a form of activism.

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Bolden, Butter Mint Shea Oil (USA): The Bolden skincare brand is designed specifically for the needs of women of colour, and is based on remedies used for centuries by the women of West Africa. The 100% natural shea oil is made from ethically-sourced shea nuts picked and processed by local women’s groups in in Burkina Faso, West Africa and made in the United States.
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Playing Mother Nature

The concept of natural beauty ingredients is expanding in an ever-changing world; brands will give Mother Nature a helping hand by encompassing local approaches and developments in biotechnology.


NatureLab, Perfect Volume Blowout Jelly (USA): This protective, volumising pre-blowout jelly uses natural ingredients that have been boosted by biotechnology, such as apple stem cells, which is said to maintain a healthy scalp and prevent hair loss. It aligns with Playing Mother Nature, which outlines how technological developments will expand and transform the natural ingredient space.

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Lu Ming Tang, Elixir De Vie Bio-shield Eye Concentrate (China): This antioxidant-rich, tea-based eye cream claims to reduce the look of visible signs of eye ageing, like fine lines and wrinkles. This French/Chinese skincare like combines French finesse and pioneering science with millenary Chinese tea wisdom. Innovation meets tradition, East meets West, science meets nature.
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Skin Regimen, 10.0 Tulsi Booster (USA): The tagline for the brand is “modern plant chemistry” – an interesting approach for creating powerful yet natural skincare products, and a good example of Playing Mother Nature. The serum promotes a nourishing, antioxidant action for a healthy and radiant complexion.

Mintel is at in-cosmetics Global 17-19th April, conducting daily product demonstrations in the Innovation Zone (stand E65) and presenting on the latest beauty trends at the Marketing Trends Theatre.

Live demo schedule:

Tuesday 17th April: 11:30 – 12:00 and 16:15 – 16:45
Wednesday 18th April: 11:30 – 12:00 and 16:15 – 16:45

Thursday 19th April: 11:30 – 12:00 and 15:45 – 16:15

Click here to discover more details about the presentations and the product demonstration times.

Andrew McDougall
Andrew McDougall

Andrew is a Global Haircare Analyst at Mintel, analyzing the haircare market, identifying and tracking the latest trends and product innovations.

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