In terms of sales, the American beauty industry is a gold mine commanding a whooping USD 445 billion as of last year. This industry includes as wide range for product segments covering make-up, skincare, hair care, fragrances, health supplements, and cosmetic procedures. The industry hosted a lot of new trends and products in 2017. This year, experts are anticipating more changes in customer preferences and spending habits. Listed below are the trends expected to rule the industry this year.
- Emphasis on ‘clean’ beauty
The most prominent trend of 2018 is expected to be the rise in demand for beauty products that are free from toxic ingredients, like parabens, synthetic colors, carcinogens and endocrine disruptors. Many Hollywood celebrities like Emma Watson and Gwyneth Paltrow have publicly come out in support of the idea. Manufacturers are looking for plant-based alternatives for any product that touches the skin, be it the low-cost lip balm or the expensive parfum.
- Beauty for men
Gender lines are expected to blur even more in 2018 with a surge in make up products for men. Gone are the days when use of a moisturiser was considered taboo among men. Since men are expressing more interest in taking care of their skin and appearance, there will be more skincare and haircare products in the market. In fact, the global male grooming market is predicted to touch about USD 29.14 billion by 2024.
- More inclusiveness
The most talked-about launch last year was singer Rihanna’s Fenty Beauty in September. The brand was praised for creating products for all skin tones and types. This launch was important because for many decades, women of different color have expressed disappointment in the popular range of products that do not offer anything for their skin tones. Experts predict that more brands will step up their diversity game and come up with products to match all colours.
- Natural makeup
Many experts predict that the year 2018 will be the year of embraceng natural features and qualities. That means, people will swap their heavy products for formulas that are light-weight and skin-like. Along the same lines, the demand for health supplements is expected to shoot up as people would pay more attention to the natural quality of the skin, instead of covering it with cake-y foundation.
- Non-invasive cosmetic surgeries
Much like last year, cosmetic surgeries with minimum or no skin trauma will be popular in 2018. Procedures to sharpen nose, erase fine lines and generally rejuvenate the skin will be in demand. There is expected to be a lot of demand for anti-ageing procedures like micro-botox, in which diluted shots of botulinum toxins are injected to specific areas of the skin that need attention.
- Multipurpose products
For the woman or man on-the-go, it is not easy to always carry a heavy makeup bag around in order to look fresh all the time. For such consumers, companies are expected to come up with multipurpose products like, eye shadows that will double as highlighters, lipsticks that can double up as blushes, and bronzers that can be used as contours.
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