Key Trends 2019

10 Key Trends

Beauty

Our pick of the hottest beauty trends to stay ahead of

Anese
the game in 2019, from elevated basics to zero-waste
Checklist
– Bo d ycare b o o m: the b od y b ecomes the next
a r ea of focus, w ith sp ecia lised w ellness items

– Sen so ri al mak e- up : tr a nsfor ma tiv e textur es

a nd a d a p tiv e for mula s tha t cha ng e in d iffer ent
env ir onments or clima tes emer g e

– A - b eaut y: Austr a lia a nd New Zea la nd a r e the

tw o ma r kets to w a tch in 2 019

– So l i d f o rmat s: solid p r od ucts r eq uir e little or

no p a cka g ing , a s zer o w a ste w ill b ecome ev en
mor e imp or ta nt

– El evat ed b asi cs: b a thr oom b a sics g et a luxur y

Urban Decay
susta ina b le up d a te

– Ref i l l & reuse: to cut d ow n on w a ste, p r od ucts

tha t ca n b e r efilled a nd r eused w ill b e key

– Mo o d b o o st : p r od ucts w ill ta p into the mind

a nd b od y to a lter emotions a nd feeling s

– P l an et - f ri en d l y: op t for eco-fr iend ly

p a cka g ing a nd kind er -to-the-p la net for mula s

– Hai r h eal t h : sca lp ca r e p r od ucts g a in tr a ction,

w ith skinca r e-insp ir ed for mula s

– St reaml i n e sk i n care: ha r d er -w or king p r od ucts

p a ck multip le b enefits a nd fea tur e a hig her
Kjaer Weis concentr a tion of a ctiv e ing r ed ients
SkinJay
Action Points
– Th i n k sust ai n ab l y: conscious consumer s
a r e d ema nd ing p r od ucts tha t a r e ethica l
a nd env ir onmenta lly fr iend ly. Op t for
susta ina b le op tions such a s
b iod eg r a d a b le ma ter ia ls a nd p la stic-fr ee
a lter na tiv es, or offer r efilla b le or
r eusa b le p a cka g ing solutions to elimina te
w a ste

– Tap i n t o emo t i o n s: cr ea te p r od ucts w ith

mood -b oosting scents a nd sensor ia l
textur es tha t ca n p r ov oke d iffer ent
emotions a nd mood s, such a s ca lm or
ha p p y

– Fo cus o n mul t i f un ct i o n al b en ef i t s: ca ter

to the ev er -d ema nd ing need s of b usy
consumer lifestyles w ith sing le
p r od ucts tha t ha v e multi-b enefits. Cr ea te
sp ecia lised , ing r ed ients-centr ic p r od ucts
w ith hig her a ctiv e for mula s

– In n o vat e wi t h n ew t ext ures: g o b eyond

tr a d itiona l g els, p ow d er s a nd cr ea ms.
Cr ea te new sensor ia l a nd tr a nsfor ma tiv e
textur es, such a s cr ea m to oil or p ow d er
to liq uid . Innov a te w ith ma ke-up tha t ca n
cha ng e in d iffer ent clima tes, such a s hot,
humid or cold cond itions
Shiseido
Bodycare Boom

Lola

Bawdy

Roman Hers TWO L(I)PS

B od yca r e w ill b ecome the new skinca r e a s consumer s seek b ea uty p r od ucts tha t ta ke ca r e of
their b od ies in the sa me w a y. Dr iv en b y the b ur g eoning self-ca r e mov ement, intima te
w ellness p r od ucts w ill continue to r ise this yea r , w ith b utt-g r ooming a nd v a g ina l hea lth
p r od ucts emer g ing . Accor d ing to a 2 018 r ep or t b y Techna v io, the g lob a l sexua l hea lth ma r ket
is estima ted to b e w or th £32 b n b y 2 019 . B r a nd s to w a tch includ e B a w d y B ea uty, Anese, Her s
a nd Tw o L ip s, w hich a r e ta p p ing into this sector w ith a r a ng e of p r od ucts. Insp ir ed b y the
b od y-p ositiv ity mov ement, sex-p ositiv e p r od ucts w ill a lso p er mea te the ma instr ea m b ea uty
ma r ket g lob a lly.
Anese
Sensorial Make-Up

@kajabeauty

Shiseido

Urban Decay Lauren Bowker Bobbi Brown

Colour cosmetics w ill ta ke a p la yful d ir ection this yea r , a p p ea ling to consumer s looking for
exciting a nd fun ma ke-up w ith Insta g r a mma b le a p p ea l. New uniq ue textur es w ill offer
sensor ia l a llur e, w ith tr a nsfor ma tiv e for mula s b ecoming mor e p op ula r , such a s cr ea m-to-
p ow d er a nd jelly-to-p ow d er for ma ts. Pushing the tr a d itiona l ma ke-up cla ssifica tion, such a s
fa ce, eyes, cheeks a nd lip s, in a new d ir ection, S hiseid o’s new ma ke-up line is sp lit into
sensor ia l ca teg or ies, w ith cosmetics g r oup ed b y textur es such a s inks, p ow d er s, g els a nd
d ew s. Ma ke-up tha t ca n cha ng e in d iffer ent clima tes or env ir onments w ill b e a key focus.
L a ur en B ow ker ha s d ev elop ed a line of skin-b a sed b ea uty p r od ucts, la unching in 2 019 , tha t
Farsali
a r e a ctiv a ted b y hea t, w ind or UV r a ys.
A-Beauty

Sand & Sky

Golden 8 Skincare

Mint Skin Salt By Hendrix @geteveryday_

S tea ling the limelig ht fr om K -b ea uty a nd J-b ea uty, Austr a lia a nd New Zea la nd w ill b e the next
ma r kets to w a tch in 2 019 . B oth countr ies a r e w ell-know n for their b enefits-p a cked ind ig enous
na tur a l ing r ed ients, a nd ther e a r e la r g e a r ea s of unta p p ed r esour ces w ith na tiv e p la nts yet to
b e d iscov er ed . At the r ecent Cosmop r of Asia show , a d ed ica ted a r ea fea tur ed a n a b und a nce
of new Austr a lia n b r a nd s, such a s Gold en 8, w hich focuses on skinca r e p r od ucts conta ining
Austr a lia n cr ocod ile oil. Ther e ha s b een incr ea sed inter est in the UK for Austr a lia n b r a nd s,
too – fr om S a nd & S ky, w ith its Insta g r a m-fa mous p ink fa ce ma sk, to New Zea la nd ’s b ea uty
clinic S kinsmiths, know n a s the " skin g ym" of b ea uty, w hich op ened sev en L ond on loca tions in
Skinsmiths
thr ee months la st yea r .
Solid Formats

Gallinée

Lush

Beauty Kubes Bite Ethique

S olid for ma ts tha t r eq uir e less or no p a cka g ing w ill b ecome incr ea sing ly in d ema nd ,
a p p ea ling to conscious consumer s looking for p r od ucts w ith zer o w a ste. S ha mp oo a nd fa cia l
clea nser b a r s w ill continue to r ise, b ut new ness w ill come fr om the colour cosmetics ca teg or y
w ith found a tions a nd b lusher s in stick for ma ts tha t ha v e no p a cka g ing – simila r to the ones
offer ed b y L ush. Pr od ucts tha t limit the use of w a ter w ill continue to b e a key focus for new
p r od uct d ev elop ment in 2 019 , a s concer ns a r ound the w or ld ’s w a ter cr isis incr ea ses. Wa ter -
sa v ing stick ma ke-up a nd solid b od yca r e for ma ts w ill r ema in p op ula r .

Nohbo Drops
Elevated Basics

The Goodwell Company

Usetool Company

Bawdy Flamingo Ohii

Elev a ted b a thr oom b a sics d omina ted in 2 018 a nd w ill continue to r ise this yea r on a b ig g er ,
ma instr ea m sca le. Ev er yd a y p er sona l ca r e p r od ucts such a s toothb r ushes, sha v ing r a zor s
a nd d eod or a nts w ill b e d esig ned w ith a luxur y a esthetic a nd susta ina b le a p p r oa ch, a nd w ill
b e mer cha nd ised a t mor e a ffor d a b le p r ice p oints, ma king p r od ucts mor e a ccessib le. Usetool
Comp a ny offer s a toothb r ush a nd ster iliser w ith a n eleg a nt silhouette, w hile Good w ell
Comp a ny cr ea tes b a mb oo or r ecycled a luminium-b a se toothb r ushes a nd b iod eg r a d a b le
cha r coa l hea d s.

Type:A
Refill & Reuse

Moon Mousse

Rituals Gotha Cosmetics

Kjaer Weis La Bouche Rouge

Pr od ucts tha t ca n b e r efilla b le or r eusa b le w ill b ecome a key focus for b r a nd s a cr oss a ll
ca teg or ies, fr om ma ke-up to skin a nd b od yca r e, a s p a cka g ing w a ste b ecomes a ma jor
cha lleng e. Pr od ucts tha t ca n extend the item' s life w ill b ecome p op ula r , such a s Gotha ' s
S econd Cha nce Ma sca r a Dr op s, w hich ca n r efr esh a d r ying for mula , or Moon Mousse Ma keup
R ep a ir K it, w hich ca n r ep a ir b r oken or cr a cked ma ke-up p a lettes to elimina te w a sta g e.
R efilla b le ma ke-up p r od ucts w ill continue their commer cia l a p p ea l, w ith p a lettes tha t ca n b e
customised w ith d iffer ent colour s, w hile r efilla b le p ouches of fa ce cr ea ms a nd show er g els
w ill b ecome mor e imp or ta nt a s w a ys to r ed uce consumer s' env ir onmenta l footp r int.
Bulldog Skincare
Mood Boost

SweatWELLth

Marram Studio

The Nue Co Lush Skinjay

Ther e w ill b e a g r ea ter d ema nd for new p r od ucts tha t ta p into the mind a nd b od y this yea r ,
a s consumer s look for b ea uty items tha t d o mor e tha n offer exp er ience, b ut a lso a lter
emotions a nd enha nce mood s menta lly a nd p hysica lly. Emotiona l w ellness w ill b ecome a n
imp or ta nt b uzzw or d in 2 019 , w ith scent a nd essentia l oils b eing ha r nessed a s a w a y to
influence how w e feel. S ta r t-up b r a nd S kinja y’s sp a -insp ir ed ca p sule line, ca lled Mission,
uses scent to a lter the user ’s sta te of mind w hen ha v ing a show er , w hile L ush’s #L ushMood s
r a ng e comp r ises 13 p r od ucts tha t use d iffer ent essences to enha nce emotions. A r ep or t b y
S ta tistics MR C for eca sts tha t essentia l oils w ill r ea ch $ 12 . 85b n g lob a lly b y 2 02 5.
Mileo New York
Planet-Friendly

Muobu

Love Sun Body

Seed Phytonutrients Ren Skincare Unity

This yea r , b r a nd s w ill look for p la net-fr iend ly a lter na tiv es to comb a t p a cka g ing w a ste, a nd
for mula s tha t a r e kind er to the env ir onment. The b ea uty sector g ener a ted ov er 14 2 b illion
units of p a cka g ing la st yea r , w ith most end ing up in la nd fills. Eco-fr iend ly solutions w ill b e
key, w ith b iod eg r a d a b le a lter na tiv es such a s b io-g litter s a nd w et w ip es b ecoming
ma instr ea m, a nd r ecycled a nd comp osta b le cor r ug a ted ca r d b oa r d used a s a lter na tiv es to
p la stic. Aiming to r ed uce sing le-use p la stic, Unity uses b io-p la stic a lter na tiv e p a cka g ing
d er iv ed fr om sug a r ca ne, w hile S eed Phytonutr ients p a cka g es its p r od ucts in show er -fr iend ly
p a p er . In Ha w a ii, p r od ucts conta ining oxyb enzone ha v e b een b a nned , so b r a nd s w ill need to
Simple
think a b out for mula ting sunscr eens tha t a r e less d etr imenta l to the cor a l r eef.
Hair Health

Grow Gorgeous

Sauce Beauty

London Labs Starskin Bumble & Bumble

The ha ir a nd sca lp w ill b ecome ev en mor e imp or ta nt this yea r , a s consumer s a p p r oa ch ha ir

hea lth in a simila r w a y to skinca r e. Goog le sea r ches for ta r g eted sca lp solutions a r e on the
incr ea se, up a lmost 310% yea r -on-yea r . Going b eyond just ha ir ca r e, tr ea tment-b a sed
p r od ucts such a s exfolia tor s, sheet ha ir ma sks, toner s a nd ser ums w ill ta ke the sp otlig ht,
w hile p r od ucts tha t conta in skin-ca r ing ing r ed ients w ill b e key. B umb le & B umb le’s S ca lp
Detox uses the sa me micella r technolog y found in ma ke-up clea nser s a nd fea tur es sa licylic
a cid , w hile Philip K ing sley’s S ca lp Toner comb ines w itch ha zel w ith menthol. L ond on L a b s
offer s a n AHA Peel & S ca lp Ma sk Duo for the sca lp .
Virtue Labs
Streamline Skincare

Go-To Skincare

Circumference

Less The Inkey List Krave Beauty

As consumer d ema nd for tr a nsp a r ency, honesty a nd simp licity fr om b r a nd s incr ea ses, a
minima list b ea uty a p p r oa ch is b ecoming a d esir a b le choice for skintellig ent Millennia ls
seeking r esults-d r iv en for mula s w ith hig her concentr a tions of a ctiv e ing r ed ients. L ess offer s
a simp le a p p r oa ch w ith a tig htly ed ited thr ee-p r od uct line. In K or ea , Millennia l b ea uty
consumer s a r e r ejecting the 10-step system for a str ea mlined skinca r e r itua l know n a s skip -
ca r e, w hich is b a sed on skip p ing p r od ucts b y using few er items, b ut w ith ma ximum essentia l
ing r ed ients. Ha r d er -w or king p r od ucts w ith sp ecia lised for mula tions tha t p a ck mor e b enefits
in one w ill g a in tr a ction, such a s L a neig e’s Cr ea m S kin R efiner , w hich is a toner -moistur iser
Laneige
hyb r id .
 Related Reports

Sustainable Beauty: Natural Personal The Future of Fragrance

Care

The Future of Colour Cosmetics

Beauty Futures 2023 Sustainable Strategies: Beauty

Sustainable Beauty: Australia

Powered by TCPDF (www.tcpdf.org)