The 2022 beauty landscape looks set to be one of the most transformative of the decade, as consumers’ own definitions of beauty morph. The industry is expected to shift towards “premiumization,” as millennials and Gen Zers spur new innovations and disrupt traditional channels.

Celebrating individualism will remain central to beauty movements, but cyclical trends also have their place. Amplified by TikTok and resale platforms like Depop, expect 2022 to see inspiration from the early 2000s, from baby braid s and thin eyebrows to body shimmer and icy eyeshadow. Read Full Article

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Ingestible cosmetics will continue to grow in popularity, as consumers seek safe and non-invasive ways to enhance their appearance. Several beauty brands have already launched beauty powders and pills to target specific goals, from glossy hair to glowing skin. Meanwhile, Sharon Chuter’s eponymous brand has made a big impact in the prestige market by championing diversity and inclusion, as have influencers and founders of diverse beauty brands.

Information at the point of purchase will become increasingly important in the beauty sector, as people reject products with one-size-fits-all claims. Expect a rise in personalised and customisable formulations, as well as beauty by life stage solutions (such as ‘O.W.N skincare’ that uses data from 10,000 women to generate bespoke facial skincare formulas).

Same-day delivery services will continue to expand, as retailers like Ulta partner with DoorDash and startups such as FastAF offer curated, on-trend essentials delivered directly to customers’ doors. The service is likely to extend into beauty and personal care, with a curated selection of coveted beauty products from renowned brands.