Beauty forecast: Here are the biggest beauty trends that will rule 2018
A list of five beauty trends that will surely be the "It" thing next year.
This year was really big for beauty. Celebrities like Kylie Jenner, Glossier, and Pat McGrath Labs showed us the power of social media for brand-building in the digital age. Collaborations worked wonders. Gigi Hadid x Maybelline, Balmain x L’Oreal and Nars x Man Ray - proved that, when it comes to beauty, two heads - or teams - work better than one.
And then, of course, there was RiRi's own beauty line Fenty, which single-handedly changed the conversation around inclusivity in beauty. 2018 has some really high standards to live up to.
But enough about that. Let us see what will be a hit next year. Below, we outline the five key global movements set to transform your beauty regime in the new year.
1. Go gaga over J-Beauty
Victoria Buchanan, strategic researcher at The Future Laboratory, predicts that the "classic aesthetic Japanese principles of kanso, shibui and seijaku - simplicity, understated beauty and energized calm, respectively - will come to the fore in beauty offerings that come out of the country," reported Vogue.
2017 was big on K-Beauty aka Korean beauty, but now Japanese beauty (think beautiful skin) will rule. "So much of what is exciting in K-beauty originally stemmed from Japan," explains Anna-Marie Solowij, former British Vogue beauty director and co-founder of niche retailer Beauty Mart. "With a struggling economy and South Korea investing in beauty R&D, K-beauty stole the limelight. Now, with Japan’s economy recovering, it will reassert itself."
2. 'Natural' will give way to 'clean'
The wellness movement has transformed our approach to physical, mental and spiritual well-being. Now, it’s set to revolutionize our approach to beauty. Mounting evidence that certain ingredients - be they topical or ingested - have negative health implications and have put skincare products under the microscope.
"Products and brands 'free of' harmful ingredients are considered 'clean'," Jensen explains. That includes silicones, parabens, and sulfates (especially SLS). "Many natural brands inherently do this, but a brand can be 'clean' without being 'natural'," Jensen adds.
3. Simple beauty regimes
Expect to see convoluted multi-step skincare processes eschewed in favor of multi-purpose products. No ten step processes. Everything will be simpler and will give rise to a hoard of multipurpose products.
Formulations! The new tide of technologically advanced beauty polymaths are rolling out the 3-in-1s in a way that has not been done before. Sarah Coonan, head of beauty at Liberty, says this has been driven by brands such as Lixir, "Their Universal Emulsion, [which is] a day cream, night cream, and primer, was a big hit this year."
4. Inclusive brands
The launch of Fenty Beauty, Rihanna’s all-shades-included brand, boldly led the beauty conversation this year. While the formidable reach of the LVMH-backed superstar cannot be denied - according to a Tribe Dynamics Cosmetics report, the brand generated $72 million worth of earned media in its first month - it also silenced industry naysayers who for years have insinuated that "black doesn't sell".
Industry analysts such as Payne agree that it has set the tone for all other beauty brands: "Fenty brought the need for inclusivity into the spotlight in a way no other brand has." June Jensen, director of NPD Beauty UK, is also unequivocal about the Fenty influence, "Expect to see many more brands following this strategy in 2018."
Face masks have taken over our Instagram feeds in a big way and we've seen a rise in everything from sheet masks to magnetic masks - but what is next?
In 2018, there's set to be a rise in masks for every part of the body from hands to chest, arms and even feet to keep us glowing and youthful for another 12 months, at least.
Beauty bloggers have been onboard this trend train as the year ends. Now, how many will you follow?
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