2018 beauty: a trend preview

At WGSN, we’re always on the lookout for what’s next -and January is the perfect time to take a look at the year ahead and see what to expect.

In a recent report, the beauty team have highlighted the ten key trends for beauty over the coming twelve months. To keep you in the loop, we’re previewing three for you here:


Ethical beauty

2018 beauty

Greater demand for ethically made cosmetics is set to grow in 2018. Spurred on by the all-encompassing wellness trend and consumer concerns about what we’re putting on our skin, everything from vegan (no animal-derived ingredients), cruelty-free products and zero-waste packaging will come into the mainstream in 2018.

“Brand and product values will become as important as quality” says WGSN’s Senior Beauty Editor Theresa Yee, “it comes as consumers look for brands to share their personal ethics”.

To that end, expect to see brands giving back to society through educational programmes, rather than simply donating money to charity.


Shopping through social

2018 beauty

With social media already acting as the new store window, we can expect to see this trend grow in 2018. Instagram is testing its shoppable platform extension with 20 retailers including Sephora and Ulta, while Snapchat enables its users to link posts to brand websites, providing more shoppable capabilities. Further still, Pat McGrath has teamed up with Spotify to launch a make-up line, which is bought by listening to music.


Ageless beauty

Summer 2017 saw US magazine Allure announce it would stop the use of the  term ‘anti-ageing’ in all of its content, setting a precedent for the beauty industry that will become more apparent in 2018. Influenced by new consumer attitudes towards ageing, products that focus on skin texture and tone will override focus on wrinkles and fine lines.

“Brands will use positive language such as ‘pro-ageing’ and ‘ageless’ to talk about the process in a glowing light, as well as embrace and include a broader age group of women in ad campaigns” says WGSN’s Senior Beauty Editor Theresa Yee.

Want more insight into the key beauty trends? Become a subscriber and access the report here.

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