Beauty Shifts: Beyond Skin Deep

Beauty Industry Expert, Helen Yeardsley looks back on 2018 to review the campaigns making waves in the natural beauty space, and the trends being driven by Generation Z…

This year will undoubtedly be hailed the year of the woman, with the worldwide #MeToo and #TimesUp movements leaving women more empowered than ever to speak up and demand equality. What’s also clear in the wake of #MeToo is that traditional perceptions of masculinity no longer resonate with today’s society.

Driven by Generation Z (and, more specifically, the digital natives of Generation D aged 16-24), Genderless is perhaps where this redefinition of stereotypes is most apparent. “Genderless” fragrances and skincare products became this year’s most significant men’s grooming trend, and Vismay Sharma, UK MD of L’Oréal confirmed that male-targeted department store counters will probably soon be a reality.

Another welcomed trait of Generation D is ethical awareness and demand for vegan-friendly, cruelty-free and natural, organic, paraben and sulphate-free products. But it’s not just the teens demanding change – ethical consumerism is a growing trend across all consumer groups.

Evidence of ethical values is even more crucial for beauty sector newcomers – Kat Von D Beauty, for example, built a strong and loyal following through shared vegan, animal friendly values.

And from clean beaches to clean beauty, today’s beauty consumers understand the link between health, beauty and wellbeing like never before, and as a result we are seeing the ‘clean’ and ‘free from’ trends which started in food move firmly into the beauty arena.

Although not a new concept, ‘Clean Beauty’ is becoming an increasingly popular way of describing this truly holistic approach, with consumers choosing products to improve overall wellbeing, as well as opting for formulas stripped of undesirable ingredients. SpaceNK became the latest retailer to champion clean beauty with its #CleanDecoded campaign.

An interesting reaction to our always-on lives is the rise in mindful practices, and while this isn’t something beauty brands can package and sell directly, influencers’ Instagram pages reveal the many products launched over a morning yoga or meditation class.

It’s not just yoga giving beauty editors a natural high – the latest ingredient causing a buzz is Cannabis. Holland and Barrett became the first UK high street chain to sell cannabis oil for benefits ranging from pain to appetite, and in skincare cannabinoids will increasingly be used to reduce inflammation, irritation and sebum production, as well as for their antioxidant, anti-defying effects.

What’s most encouraging for me in today’s tech-obsessed world is that we are increasingly reminded that the simplest, most effective solutions can be found in nature. And consumer consciousness means we are all making a few more of the right choices – not just for ourselves, but more importantly, for our planet.