by
Cherry-Ann D. Boyce
Natural beauty care brands, both locally and internationally, have shifted how beauty care products are delivered to consumers. Uncommon partnerships and forced paradigm shifts have been the order of the day in 2020.
While there is no big rush to re-characterise skincare offerings, many manufacturers have instead been seeking ways to simplify skincare. The global pandemic has created an explosion of cosmetics products, hence rearranging consumer behaviour and expectations, and definitely reshaping customer experience. As we embark on 2021, while much remains uncertain, there are definitely trends in the skincare business that are set to emerge.
Greater commitment to sustainability
In an article published in 2019 by Alexander Kunst, he indicated that statically the age group 18 to 29 spent the most money on skincare products in 2017. As the spending power of these millennials increased during 2019 – 2020, skincare brands literally have no choice but to listen and incorporate their demands for greater levels of sustainability. Clean and natural alternatives to conventional ingredients will therefore continue to trend in the creation of high-quality effective skincare products.
COVID-19 has offered many brands the opportunity to relook their commitment to the environment. While the benefits of sustainability extend beyond beauty trends, many ingredients previously used in beauty care have now become the source of many environmental issues and health concerns. Sustainability will definitely be a trend to pay closer attention to in 2021.
There will also be marked changes to beauty care packaging as manufacturers of skincare products try to complement their sustainable practices with the delivery of products to the consumer. Packaging will evolve to things like bio-based polymers, plant-based material and plastic-like materials. Recyclable packaging will also receive great traction as single-use non-biodegradable materials make an exit. Our environment will be a great beneficiary to this trend.
Embracing Authentic Natural Beauty
While skincare trends continue to evolve, one skincare trending narrative that will be strengthened in 2021 is that of embracing one’s natural beauty. Skincare products are now offering formulations with minimal ingredients from authentic sources that offer consumers wonderful glowing results; all from ingredients sourced directly from Mother Earth.
Many influencers like Rihanna and Slick Ric are all encouraging women to embrace their natural skin tone, texture and glow. All the unique idiosyncrasies and quirks about beauty and its defining factors will be embraced and celebrated. Embracing authentic natural beauty is a nonbinary, all-inclusive trend that will definitely make rounds in 2021.
Multifunctional Cosmetics
Emma Grace Bailey of the World’s Global Style Network (WGSN) indicated that the use of multifunction cosmetics will be something that consumers will crave. Manufacturers of cosmetics products that offer two or more benefits in a single-use formulation will begin to trend in 2021. Consumers are attempting to reduce the time spent on beauty routines for speed and convenience, without giving up on results. Products with duality will be a plus for manufacturers and a hit for consumers.
While this trend has been around for a while with products like scrubs that offer consumers exfoliating and toning benefits, it is imperative that formulations become sophisticated and reflect innovation. Consumers will have great expectations in 2021, as the market becomes poised for the more prudent spender.
M. Ridder from Statista.com predicts that the global skincare market is estimated to be 189.3 billion US dollars by the year 2025. Given the changing landscape of the world now with the impact of COVID-19, manufacturers of skincare products will be in a race to the end. Each product that consumers select to purchase and use will undergo a more intense level of consumer scrutiny, requiring a greater consistency and innovation from formulations. Products must address sustainability, diversity and inclusivity. Consumers want authentic transparent brands.
These trending points are not exclusive, but they cover main focus points for market leaders. Be sure to observe your skincare brand in 2021.
CHERRY-ANN D. BOYCE BSc. (M.T), HIA., HCAFA is a trained and registered Medical Laboratory Technologist with over 15 years experience in laboratory medicine. Most of her work experiences are in microbiology and immunology.
