As the beauty industry grows, so does the beauty industry’s influence over our culture. According to a study by beauty influencer makeup artist, Mark Titchner, over 40 percent of millennials use beauty products as a way to express themselves.
The beauty industry is revolutionizing by becoming more realistic, natural, and innovative. The last two years have been transformative for most industries, but when it comes to the beauty industry, given the limited instances for consumers to feel ‘beautiful’, being confined has given consumers the time to introspect and be selective about their choices. Skincare has gained prominence over makeup. People have become selective of what they apply to their skin and how much of it they used to. The general emergence of trying to correct a problem rather than just covering it up seems to be a trend of 2021.
Vegan & Sustainably Manufactured Products
Over the past few years, the beauty industry has seen a shift in manufacturing practices. The main reason for this is the increased awareness of the environmental and ethical impacts of beauty. This has led to a spread of veganism from the food to the beauty industry. Sustainable manufacturing means being mindful of the fact that overproduction is only going to harm the environment. People want to avoid harm to nature as much as possible. Products that are ethically manufactured and haven’t been tested on animals are now slowly starting to become a pre-requisite more than an added bonus for consumers in 2021.
While consumers are becoming more in tune with mother nature, they are also looking at maximizing efficiency when it comes to alleviating their specific skin/ hair concerns. This is where they turn towards active ingredients such as vitamin C, bakuchiol, and niacinamide. Over the past five years, Google trends show that there has been a five-fold increase in the number of people searching for retinol and vitamin C serum. These products are what appeals to the consumers because the mindset has started to change from being obsessed with fairness to healing, protecting, and enhancing the natural glow and complexion.
UV & Blue Light Protection
Age spots and damage to the skin come from exposure to UV rays. It is to no surprise that sunscreen has since become an irreplaceable part of all consumers' daycare routines. And when they do not step out, blue light protection is essential for them. Products with blue light filters prevent the skin from oxidizing as well as fine lines and wrinkles. Since the world is on the cusp of opening up, consumers are stocking up on sunscreen as well as blue light protection products. Indian consumers especially have begun to understand the fact that they are more prone to both UVA as well as UVB rays and that nearly 93.3 percent of the skin damage can be preventable by using a mineral sunscreen with SPF30.
One Product Many Uses
Be it moisturizers with SPF, lip and cheek tints, or BB creams or shampoos+conditioners, consumers of 2021 love convenience. Such products save time, money, space, and waste and that is what makes them appealing in the eye of the consumer. It also makes products more travel-friendly with an increase in travel since restrictions are getting lifted.
With COVID, the consumer does prefer their hair care and body care to have some ingredients that are antibacterial. According to a study conducted by Mordor Intelligence, the Asia Pacific market is the fastest-growing herbal and medicinal hair product market and this segment is said to witness a CAGR of 3.8 percent by 2025.
It is no secret that K-beauty plays a major role in consumer preferences worldwide and they’ve come up with the concept of waterless concentrates. A bottle of shampoo on average contains 90 percent water. A bottle of waterless shampoo consists of 100 percent of the active ingredients, no filler, no wasteful packaging, and no pollution. It lasts you thrice as long and is easier to wash off. These are also less likely to grow mold or bacteria due to the absence of water. And results are amazing.
Gender Fluid Products
Gender does sell, it makes for more product differentiation but at the end of the day, it is just a social construct. Fragrances, moisturizers, hair products, soaps, or make-up, none of these need to be associated with a particular gender. Gender fluid products de-stigmatize the whole world of beauty to be more inclusive towards all communities and identities and at the same time draw attention to why you should use the product instead of who should use it.
The consumer of 2021 is intelligent and aware of beauty practices. They hold the industries accountable and it is due to them that the beauty industry as a whole is moving into a more circular, inclusive, and sustainable space.