If there’s one thing that keeps the beauty industry alive, it’s the ever-evolving trends that shake up the market and keep us all on our toes. Today, we’re diving more than skin-deep into what trends are influencing the beauty industry right now, and how your brand can emerge as a leader in this fiercely competitive space.
Sustainability is Sexy
First up, let’s talk about sustainability. It’s no secret that consumers, particularly Gen Z and millennials, are more eco-conscious than ever. A recent study shows almost 70% of beauty shoppers under the age of 35 are willing to pay more for sustainable beauty products. They’re looking for brands that not only deliver amazing products but also care about the planet. This trend is reshaping everything from product formulations to packaging. Think biodegradable, recyclable, and refillable options.
Keep This In Mind
Beware of greenwashing accusations. Make sure your sustainability claims are genuine and backed by third party certifications to maintain credibility and avoid any backlash.
Our Take
Position your brand as an eco-warrior. Highlight your sustainable practices in your marketing campaigns. Use your social media platforms to educate your audience on why sustainability matters and how your brand is making a difference. Collaborate with eco-influencers who align with you values to amplify your message.
They Get It
Ulé is the first beauty brand to use vertical farming. Theur B-corp certified eco-farm is soil-free, pesticide-free, and recycles 95% of its water. This keeps the ingredients fresh, potent, and the the origin is 100% traceable. Ulé is backed by Japanese beauty giant Shiseido, which transitioned last year to 100% renewable energy at all 11 of their factories and owned distribution centres. Their corporate sustainability goal is to achieve net-zero emissions by 2050.
Bespoke Beauty Experiences
Gone are the days of one-size-fits all beauty solutions. Today’s consumers crave personalization. They want products and services that are tailored to their unique needs and preferences. And according to McKinsey, nearly 80% of them are more likely to make repeat purchases and recommend that company to their friends and family if the company provides a personalized experience. This is driving the growth of personalized beauty products, from custom skincare formulations to personalized makeup shades.
Keep This In Mind
Find the right balance between balancing personalization with privacy concerns. Be transparent about data collection and usage, and make sure you have strict data protection measures in place.
Our Take
Leverage data and AI to offer personalized beauty experiences. Use quizzes, surveys, and AI-powered recommendations to help your customer find the perfect product. Highlight UGC and customer testimonials to build trust and showcase your brand’s innovation.
They Get It
Function of Beauty uses a beautifully designed two-minute quiz to provide an assessment of your requirements and recommend a collection of hair products that are positioned to address the customer’s issues, goals and concerns. It’s an easy way to build their email list and customers get to choose their colour, fragrance (fragrance-free is an option too!), and delivery schedule. This subscription model significantly increases the customer lifetime value (CLV).
Keep It Clean
No longer a niche, clean beauty is everywhere. The global market value for natural beauty and cosmetics is poised to grow to $59B by 2031. Customers are scrutinizing ingredient lists and opting for products that are free from harmful chemicals and unnecessary additives. The demand for clean and natural beauty products continues to skyrocket and we will see growth in the emerging biotech beauty space with a wider acceptance of “clean synthetics”. The below chart shows the growth of #cleanbeauty on TikTok over the past three years.
Keep This In Mind
Ensure clean ingredients don’t decrease product efficacy. Clean and natural formulations must still meet customer expectations for performance and results.
Our Take
Be 100% transparent about all of your ingredients. Use your platforms to educate customers on the benefits of clean beauty, your ingredients, and the science behind your products. Share behind-the-scenes content that shows your commitment to sourcing natural and safe ingredients. Partner with clean beauty influencers to reach a wider audience and build credibility.
They Get It
Ilia founder (and fellow Vancouverite) Sasha Plavic learned early on that not every natural ingredient is good for the skin, nor is every synthetic bad. They consciously and carefully select every ingredient, provide easy to find ingredient lists on their product pages, and do a great job about highlighting the benefits of their key active ingredients. They also highlight the MANY awards they’ve won. They’re killing it!
Time For a Technology Glow-Up
Technology is digitally transforming the beauty industry in exciting ways. From AI-powered skincare diagnostics to virtual try-on tools, digital innovation is enhancing the consumer experience at every step of the buyer’s journey. E-commerce in beauty nearly quadrupled between 2015 and 2022, and its share is expected to continue to be the fastest growing sales channel, at 12% Y0Y to 2027. As more shoppers move online, this trend will continue to grow and become increasingly more relevant. According to Worldmetrics, AI-driven beauty sales are expected to reach $42.8 billion by 2027.
Keep This In Mind
If you want to play in the big leagues, you’re going to have high initial investment costs. Small and mid-sized brands might find it a challenge to implement advanced tech due to budget constraints.
Our Take
Don’t get left behind. Over 70% of beauty companies surveyed by Gartner will be investing in AI technology by 2025. Integrate digital tools into your customer journey. Offer virtual try-ons for makeup products or AI-driven skincare consultations. Even if you’re on a tight budget, you can train an AI chatbot with your product knowledge and assist customers with product questions and provide recommendations.
They Get It
Neutrogena are pioneers in this space with decades of experience and deep pockets. In 2020, they launched the NeutrogenaSkin360 assessment tool. It acts as a Virtual Skincare Consultant that uses a scan of your face to analyze over 2,000 attributes and provide a personalized skincare routine and product recommendations.
Beauty Beyond the Binary
Traditional beauty standards are shifting to a more diverse and representative approach. Consumers expect brands to cater to all skin tones, body sizes, hair types, abilities, ages,ethnicities, and gender identities. Brands that champion the values of inclusivity and diversity are not only doing the right thing but they are able to tap into a broader and more loyal customer base.
Keep This In Mind
Authenticity is key. Ensure that your inclusivity efforts are genuine and not just a marketing ploy, or you’ll risk some serious backlash. UGC is a great way to highlight the diversity amongst your customer base.
Our Take
Showcase your commitment to inclusivity in your marketing campaigns. Feature diverse models and influencers in your ads and social media content. Celebrate the unique beauty of all individuals and create products that cater to a wide range of needs. Use your platform to advocate for social causes and engage with communities that align with your brand values.
They Get It
Good Light is a gender-inclusive brand on a mission that take back power and create more space for those who don’t conform to societal gender roles or expressions. Their skincare products are clean, gentle, multi-purpose, and layerable.
Skinimalism
More than just your average BB Cream, hybrid products that combine skincare benefits with makeup have been gaining traction since they were named in Pinterest’s 2021 trend report. Consumers are embracing the less-is-more mindset and love the idea that not only enhances their looks but also nourishes their skin. The skin minimalism trend is driving innovation in product formulations and marketing strategies.
Keep This In Mind
You may increase the complexity of your formulation processes. Developing hybrid products that effectively deliver both skincare and makeup benefits can be a technical challenge.
Our Take
Highlight the dual benefits of your product un your campaigns. Use before -and-after visuals to demonstrate the results. Create content that educates consumers on how to simplify their beauty routines while getting great results. Partner with dermatologists to build credibility and trust.
They Get It
If you missed them on Shark Tank, Youthforia is positioning themselves as “makeup you can sleep in”. We love this modern approach to beauty by challenging the longstanding notion that one should never sleep in makeup. By positioning their products to be so skin-friendly that it’s not only harmless to wear them overnight, it’s actually beneficial, they stand out from the other hybrid products on the market.
#tiktokmademebuyit
Social media continues to be the most powerful tool for beauty brands. Now, more than ever, shoppers are discovering brands and products through social media advertising, influencer recommendations, and social updates from brand pages. Building a strong community on platforms like Instagram, TikTok, Pinterest, and YouTube can drive engagement and loyalty. Consumers want to feel connected to brands and be part of a like-minded community.
Keep This In Mind
Keeping your social media community engage requires constant effort and creativity to stand out and prevent content fatigue. We’re also keeping a close eye on the battle between ByteDance and the US Government.
Our Take
Keep your audience engaged by including interactive content like polls, Q&A sessions, and live streams. Feature your founder and use storytelling. People connect with people, not products. Feature user-generated content (UGC) and share it on your platforms. Create exclusive social media campaigns and challenges that encourage community participation. Use social media to listen to your customers, and adapt your marketing and product development strategies based on their feedback.
They Get It
SKin worshiping Brazilian beauty brand Sol de Janeiro became a hit with TikTok fragrance influencers last year. Their social team regularly hits the streets to test products, fragrances, and get customer feedback. And people love watching the series on their social channels. In fact, their virality earned the triple digit sales growth last year. With a combined total of over 4.9 million followers on their channels, they attribute 90% of their growth in 2023 to organic social. And they have about $1.3B in receipts to prove it.
Wrapping It Up
As always, the beauty industry is buzzing with exciting trends that are rewriting the beauty marketing rulebook. To stay ahead, you’ve got to embrace these shifts with and open mind. Be real with sustainability. Leverage the power of AI. Celebrate diversity in an authentic way. And build a loyal tribe on social media.
Ready to shine? We’re a beauty-obsessed agency with fractional leadership and performance marketing services that can enhance your beauty brand’s visibility and streamline your online marketing efforts for greater efficiency and impact. Contact us today to discover how Able & Howe’s fractional CMO services can make a definitive difference in your business’s trajectory.
Written By:
Jennifer Domansky
Jennifer is an experienced Marketing Director with over 20 years of proven success on award-winning agency and in-house teams. With a wealth of experience across a wide range of industries; from CPG and Hospitality to Retail and B2B; she is passionate about crafting creative solutions that connect through thoughtful strategy and execution.
