Attention to hair
This year, the topic of hair among all treatments comes out almost to the first place. People have become even more interested in hair, and caring for them is becoming multi-stage and more personalized. Individually made shampoos, conditioners, serums and masks can now more and more often be ordered through the website, rather than undergoing diagnostics in the salon from the master.
Scalp peels are becoming especially popular among skin care products. Marketers are trying to convey to consumers the correct idea that healthy hair is primarily a healthy scalp. That is why so many skin oils, peels and acidic shampoos have appeared this year. Oribe launches the Scalp line, R + Co - a special shampoo for the skin.
In addition to peels and skin oils, there are many overnight hair treatments. These are produced by Hair Rituel by Sisley, Shu Uemura, Percy & Reed and other brands for a deeper recovery.
Microbiota and cosmetics with bacteria
Before you start talking about probiotics, you need to understand what microbiota is. Microbiota is a collection of all microorganisms that exist in symbiosis with the human body. They live on all of our mucous membranes, on the skin and, naturally, in the gastrointestinal tract. The microbiota of the skin includes various bacteria, fungi, viruses and mites (demodex). Normally, all of the above organisms are on the skin of everyone, without exception. Moreover, there are no “good” and “bad” ones in the skin microbiome.
Both probiotics and prebiotics can be added to cosmetics. Probiotics are the bacteria themselves that live on our skin, and it is very difficult to make such a combination stable in a cosmetic product, since special conditions are needed. Prebiotics are, conventionally, food for our bacteria on the skin.
The tasks of such funds: to provide the skin with beneficial bacteria for its normal functioning, to increase the protective properties, to block inflammatory reactions, to prevent moisture loss, to activate the work of fibroblasts, to create antioxidant protection.
The rise of German cosmetics
Along with j-beauty, many brands from Germany appear, and those that have already been created are becoming more and more popular. These are Babor, Dr. Barbara Sturm, Augustinus Bader, Dermaviduals, Skinbiotic. German brands are trusted because the creators do scientific research and do a really great job before launching a product on the market. The components are as safe as possible - the EU strictly controls this.
Facial massagers
2018 can be safely called the year of facial massagers. Such a variety has not yet been encountered. One of the first to become popular was the jade roller massager, a little later - gouache and kansa. The first came from Chinese medicine, the second from Ayurveda. Studies have shown that daily practice with such massagers improves microcirculation, reduces wrinkles, rejuvenates, tones and smoothes the skin, and enhances collagen production.
Clean beauty
Pure beauty is a cross between organic and natural cosmetics. Safe composition is the basis of all clean products. In this case, the composition may contain synthetic components. Other equally important standards are ethical and environmental friendliness of production. Even inside brands, whole lines began to appear that exist according to the principles of clean beauty - these are Aura Botanica from Kerastase, Biolage from Matrix, Skin Regimen (a sub-brand that launched [comfort zone]). Clean beauty is closely related to the mindfulness trend.
Environmental awareness and care
Awareness has penetrated the beauty industry as well. More brands are launching new products in biodegradable and recyclable packaging. In early November 2018, 290 organizations led by the Ellen MacArthur Foundation, in collaboration with the UN, signed a global commitment to the use of plastics. L'Oréal, Johnson & Johnson and Unilever have become some of the largest cosmetics companies to tackle plastic pollution. And Unilever announced in October that it would join the protest against animal testing of cosmetics by the Humane Society International.
Another trend in support of the environment is the production of water-free cosmetics. Lush has been making such products for a long time, this year they began to produce Love Beauty And Planet - a new brand of the Univeler corporation. And the first such anhydrous brand is Pinch of Color.
Matte textures
From the middle of the year, the demand for radiant skin like glass and gym skin begins to wane. They have not yet returned to fully matte leather, but something in between is becoming relevant - matte skin, glowing from the inside. Makeup artists achieve this effect by applying a cream or primer with a shine to the skin, and on top of a powder or tone with a matte finish.
Among lipsticks, not just matte ones are becoming relevant, but powdery ones - with a friable texture or a dry finish. Such lipsticks are produced by Dior, Chanel, Clinique, Make Up For Ever, NYX and other brands.
Anti-pollution
A new niche is emerging in the care segment with products that protect against environmental damage. Anti-pollution products first began to appear in Asia, where the amount of pollutants is extremely high. Unfortunately, most SPFs protect our skin from sun damage, but not from impurities. This is the task of antioxidants, which must be taken care of. Anti-pollution contains antioxidants, vitamins, moisturizing and nourishing ingredients, SPF factor.
Nude scents
Fragrances in the nude style, that is, imperceptible, neutral, calm and recreating the smell of human skin, are not new to the industry. But it is in this year, several years later, that they are experiencing a new wave of popularity. Particularly noteworthy is an article titled The New Softies, which was published by The New York Times. Here, everyone is the best to explain what aromas that do not smell like anything are - they are transparent and create "the smell of yourself, only better." Ideal examples are 01 by Escentric Molecules, Elevator Music by Byredo (according to Virgil Abloh, this fragrance "does not smell like anything"), created in collaboration with Off-White, Concrete by Comme des Garcons, Holy-wood by Nomenclature. The main components of nude fragrances are violet, musk, powder, iris. These notes do not clash, enhance the scent of the leather and create a soft background.
Virtual influencers
At the beginning of the year, Pat McGrath's campaign starred digital model Mikela Sousa, acting under the pseudonym Lil Miquela, and the new face of Rihanna's Fenty Beauty brand was Shudu Graham, also a virtual model. The first already has 1.5 million subscribers, and the second has more than 150 thousand. Lil appears in photographs with other people, relaxes, tries on snapchat filters, tries on Moschino and Alexander Wang novelties, uploads pictures with nail art. Her life is no different from other influencers: she even has a boyfriend and tracks on Spotify. Shudu shows the life of a successful model: on her instagram, you can see only pictures from advertising campaigns. Both are the results of CGI graphics, which produces still and moving 3D images. Another tool for selling brands.
Fenty Beauty Brand of the Year
In September 2017, Rihanna launched her cosmetics brand. At first, there were not many products there, and it was in 2018 that the brand managed to reach real heights and come to a really large-scale assortment. Almost every month, a new product is released at Fenty Beauty, which is discussed for another month. Thanks to this perseverance, the brand got into the rating of "Ingenious Companies" by Time magazine.
Fenty Beauty is now represented in 29 countries around the world, and in its first 40 days on the market, sales were worth more than $ 100 million.
Ayurveda as mainstream
Born over 5,000 years ago in India, this traditional healing system only began to penetrate the west a few decades ago. Ayurveda is related to yoga and is designed to heal and balance the body in relation to three biological energies known as doshas: Vata, Pitta and Kapha. Oprah Winfrey and Gwyneth Paltrow became the main adherents of yoga among celebrities. Experts believe that j-beauty will be replaced by i-beauty, that is, indie beauty.
There are more and more Ayurvedic brands that include herbs and oils in their products. Saffron, honey, rose, turmeric are the main ingredients. Often Ayurvedic cosmetics can be presented in powder form to reduce the world's water consumption.
Jelly
Market research firm Kline announced the growing popularity of jelly-textured products this year. Many brands have given it a fashionable name - Bouncy. The most interesting thing is the jelly face masks produced by Lancome, Clinique, Glossier, Dior, Kiehl's brands. Jelly began to appear in the decorative niche in the form of highlighters, blush, glitters and shadows. They are lightweight, create a translucent finish and are easy to apply with your fingers. Such products can be found at Butter London, Lemonhead, Catrice, Almay, Farsali.
Acne-positive
This trend started from Instagram: users began to upload pictures with bare skin, and the hashtags #acnepositive and #acnepositivity appeared under the publications. Proponents of acne-positive do not suggest hiding the inflammation on the face, and not being shy about it, but definitely treating it. Bloggers share the secrets of leaving and urge you to abandon disguise. One of the acne-positive heroines was Kendall Jenner, who appeared on the red carpet of the Golden Globe Awards with noticeable blackheads on her cheeks. The star was supported by one of the users of Twitter, writing: “Okay, Kendall Jenner took to the red carpet with acne and still looked like a gorgeous star. She is an example for all girls. " To which Kendall replied, "Never let that stop you."
