Entering a new decade has many beauty lovers pondering over and predicting the next new trends to take over the industry. Cosmetic expertise and innovation is currently growing fast which is naturally bringing about curiosity for the future. However, before looking forward too quickly, we should first take some time to reflect upon the last decade. Since 2010, the industry’s worth has grown by approximately 150 billion USD! Contemplating the industry’s recent history will provide us with a clear perspective on where things are at which will help us ensure we move forward in the best and most progressive direction possible. Of course, the listed trends and movements that emerged over the past decade are bound to impact the future regardless, reviewing the bigger picture can help us prepare for the next step!
Over the last decade, the Instagram beauty scene has exploded into a massive trend-setting platform that has ultimately defined an era of beauty. The Kardashian trademark thick eyebrows, plumped matted lips, heavy highlighter/contour has dominated this platform into being known as “the Instagram look” and is predicted to go down in history similar to the way we remember Clara bow’s lipstick from the 1920s or Mae West’s eyebrow trend in the 1930s. The Instagram makeup scene has become so big to the extent that it is changing the industry and as a result, inspiring controversy. Makeup artists who have been apart of the industry before Instagram are speaking out, saying that social media is killing authenticity and giving young aspiring makeup artists the wrong idea of what the profession should mean.
To this day, there are still numerous allegations regarding racial discrimination within the beauty and fashion industry. However, whilst we still may not be in a place that pleases everyone, we have to admit that we are now the closest to our idealistic equality desires than we have ever been before. There have been foundation collections supporting inclusivity beforehand such as the ’90s launched Iman Cosmetics. Even so, the odd foundation line here and there just isn’t enough; today’s industry is offering a range of different formulas targeting specific uses and concerns so that all buyers can experiment. The recent advancement in diversity includes freedom within gender roles as well. Our society is becoming a lot more familiar with men wearing a heavy face of makeup as well as subtler looks as part of a men’s grooming practice.
The 2010s are also known as the “decade of influencers”. The influencer is a product of social media’s uprise. Before 2010, influencers did exist but not in the same way; they were normally just celebrities who weren’t relatable and didn’t have much interaction with their followers. However, this decade is well known for the transparency within the world of influencers as they listen, respond, and generally make engaging with their followers a big part of their job. There are also so many more of them; you definitely do not need to be famous to be an influencer anymore with social media providing a voice for anyone interested in producing content that can also go beyond beauty and other popular industries.
The vegan beauty revolution is probably one of the best things to come from the 2010s. Many refer to it as a temporary trend but considering its an outcome of the wider veganism movement which is more like a cultural shift than a trend, it’s probably here to stay. Whilst there has been an ongoing debate within veganism, the fact that there are so many beauty brands that supply vegan-friendly products goes to show that there is no need for brands making these products at the cost of animals. Some consumers are saying it’s difficult to find makeup they like within the clean beauty section but that is probably because it’s new, which means that there is a lack of range as well as experience for those making these products. Formulating certain pigments and constituencies that have been done repeatedly is going to be easier than creating something new. With more time and experimentation, vegan makeup should definitely make its way up to the same level as the classic products we love. On the other hand, vegan skincare is doing great. Although we all love our skincare to feel and smell nice, it only really requires the right ingredients which makes it easier to make vegan skincare that serves its purpose over vegan makeup.
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In the last decade, Australian beauty products or “A-Beauty” have joined the train of foreign beauty products becoming familiar in the UK. The reasoning behind its popularity makes perfect sense due to the vegan and “clean beauty” movement. The Australian beauty industry is well known for plant-based and organic products. Beauty brands began using plant-based products as a selling point when they acknowledged the botanical diversity in the country due to large amounts of uninhabited lands.
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South Korea’s beauty industry has made its way into western attention and has been highly celebrated throughout the 2010s for good reason. Like many Asian cultures, they prioritize skincare before makeup and are therefore more advanced within techniques, product ingredients and everyday routines. The UK’s public has seen significant results from following their guide which has been continuously proven reviews with photo evidence on social media. The South Koreans have also been responsible for inspiring many well-known trends such as the infamous 10 step beauty routine and the glass skin trend.
No Frill Brands
The beauty industry often tends to put a lot of focus on products being a purchase of luxury rather than effectiveness. Whilst luxury does appeal to many, there are a great deal of consumers who don’t want that; especially when the process of making these products luxurious involve ingredients that are somewhat defeating the purpose of their use. I.e: fragrance & unnecessary chemicals for the texture of the product. Whilst Deciem’s The Ordinary is revolutionary for several reasons, this is definitely one of them! The ingredients used in their products all serve a purpose to the product without any unnecessary frills. Some other brands that provide this include Aussie brand Ausceuticals, Drunk Elephant, and Indie Lee. No frill beauty products is an amazing outcome of the 2010s and were long overdue as simple and effective skincare should be easily accessible!
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Whilst it’s always interesting to observe how different style trends appear and evolve throughout time, 2010’s beauty scene goes beyond that and definitely has to be one of the most progressive eras throughout history so far. From the vegan beauty scene to gender and racial inclusivity it seems that the industry is playing its part and using its voice to tackle issues on a wider scale as well.
In your opinion, what has been the most significant part of the 2010’s for the beauty industry?