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The beauty of the future - the new trends
What are the key beauty trends for the future?
The Beauty Movements 2023-2026 according to BEAUTYSTREAMS.
Every year, BEAUTYSTREAMS, one of the leading reference points for the beauty industry, presents its predictions on the trends that will most influence the beauty sector in the years to come.
This forecast offers a perspective on potentially significant consumer shifts that will determine the path forward for the beauty industry in the next three years.
The approach of the investigation is transversal and does not stop at taking care of the outward appearance, but also deals with the environment that surrounds us, both at home and outside, as well as, of course, taking care of inner well-being.
Today's society is experiencing a period of great uncertainty: first the pandemic, then the Russo-Ukrainian war, and subsequently the resulting economic crisis. In such a context, psychological well-being takes precedence over aesthetic well-being. This trend inevitably has repercussions on the beauty industry, because inner and outer beauty are linked, now more than ever.
Even more advanced technologies will play a role in determining market trends and product success. The three identified Beauty Movements therefore cannot fail to be adapted to the digital sphere as well.
The trends that BEAUTYSTREAMS identifies are: private heaven, health nurturing, and cognitive wellness . These movements are dictated by a change in lifestyle that opens up new market opportunities.
PRIVATE HEAVEN
Creating your own private paradise: this is the increasingly common aspiration of those who continue to have a semi-remote lifestyle. Even though the Covid-19 emergency is over, many people continue to work remotely, either fully or partially. This means that the time spent at home increases, and creating a welcoming environment where one can work and live well becomes increasingly necessary.
The natural consequence of this need will be, for example, an increase in revenue in the interior design sector, including luxury interior design.
The trend of treating one's home as an extension of their body will lead to what is called the "skinification" of home care . Those who are used to dedicating time and money to the well-being of their skin will extend these resources to the environment in which they live.
This will lead companies that produce body products and those that produce cleaning products to focus on similar elements, one of which is fragrance.
Smell is one of the most important senses, and fragrance is a fundamental vehicle for well-being. The role of fragrances will become increasingly important in self-care, as people seek sensory experiences that promote relaxation, both mental and physical.
HEALTH NURTURING
For some time now, consumers have been increasingly adopting a holistic view of health. They understand that well-being is a combination of various factors: physical, psychological, and aesthetic. This trend, therefore, reflects a healthy approach to beauty, which is being accelerated by increased life expectancy and, consequently, an aging population.
These factors will influence multiple market segments, from cosmetics to supplements, all the way to technological devices that monitor health status.
In this approach to healthy beauty, sport cannot but play a central role, understood not only as a means to achieve physical health, but also psychological health, as it is useful in reducing anxiety and depression. Since fitness is becoming increasingly important to consumers, the cosmetics market will adapt to this trend, offering products designed for those who work out. This could influence all beauty categories, from personal care to skin and hair care, from make-up to perfumes.
It's no coincidence that products for body and hair cleansing, specifically designed for very frequent use, are becoming increasingly popular on the market.
People who frequently engage in physical activity, for example, have a greater need to wash their hair. This is where very light shampoos or alternative washing methods like co-washing come to the rescue. These are products free of surfactants or with very gentle surfactants, suitable for daily washing.
COGNITIVE WELL-BEING
Another consequence of the many uncertainties in today's society is the increasing stress and anxiety about the future.
This makes it more difficult to achieve full mental well-being and, on the other hand, makes its pursuit by individuals more arduous. Emotional well-being becomes an essential element for consumers , and companies that want to meet this need will have to focus on everything that can provide moments of relaxation: colors, textures, and fragrances can improve mood. The choice of ingredients is equally important: safe, sustainable, organic, certified ingredients that guarantee well-being and provide greater serenity, for a healthy cosmetic routine.
Therefore, companies will need to expand their offerings by focusing on a more complete and conscious approach to beauty, with a holistic perspective.
Eco-bio certifications can be very helpful in this regard. On the one hand, they allow companies to communicate their values and the quality of their formulations more directly, and on the other hand, they make it easier for consumers to make the right purchasing choice, because the certifications offer a guarantee of quality, an authoritative external control over what one chooses for their well-being, all attested by a logo on the packaging.
The heightened emotional aspect often associated with the beauty industry can be a significant advantage compared to other sectors. Colors, textures, and fragrances stimulate the senses and consequently affect mood. This aspect can therefore prove crucial in attracting consumers and building brand awareness.
In the cosmetics industry, one can afford to play with packaging, experimenting with colors and textures. This is something that might be more difficult to do in other sectors. This has a positive impact on consumer emotions; consider that colors, by influencing brainwaves, can have beneficial effects on mood.
Furthermore, the importance of the olfactory dimension, another predominant feature in cosmetics, should not be forgotten.
Most of our emotions are generated in relation to the sense of smell , and it has been shown how a scent, perhaps linked to pleasant memories, can have a positive influence on mood. Scent can stimulate memory and improve brain function.
This is no small matter, especially considering the constant increase in global life expectancy and the greater stimulation that the contemporary world places on our brains.
Reasons why BEAUTYSTREAMS predicts growth in the cognitive training market as well.
The report on beauty movements for the next 3 years concludes with certainty on one point: having a "healthy brain" will become part of the very definition of beauty, in a broader and more complete sense.
