Over the past two years the world has changed drastically in a way that none of us could have expected and its impact on the ever-changing beauty landscape has been huge.
If like us you are wondering what happened to 2021, then the prospect of looking into the new year may seem crazy. However, we may not know what the future holds or how uncertain the next year will look, but we do know what to expect when it comes to our beauty routines.
We have gone from lockdown skincare overhauls to the revival of bold lips when masks were no longer mandatory. 2021 saw a whole host of beauty trends including Y2K nostalgia, glossy skin and neon eyes.
As we prepare to leave 2021 behind us, we are taking a look at some of the biggest beauty trends we expect to see everywhere in 2022.
Clean Beauty
Although not a brand new trend, clean beauty is set to grow rapidly in 2022. As we (hopefully) leave one pandemic behind, the ongoing climate crisis is high on the list of every beauty buff’s priorities. The term ‘clean beauty’ has very often come with much uncertainty of its true meaning and a lack of clarity over which products can actually be defined as clean.
However, in October The Safer Beauty Bill was introduced aiming to ban many of the toxic chemicals still used in beauty products today, requiring the disclosure of all fragrances and flavor ingredients, and ensuring supply chain transparency to give consumers confidence in their shopping choices.
As consumers demand more clarity when it comes to clean beauty and brands’ individual environmental impact, we expect to see a number of big brands introducing initiatives and defining exactly what they are doing to help.
According to Livvy Houghton, senior creative researcher at strategic foresight consultancy, The Future Laboratory, upcycled ingredients will become more common in beauty. “We’ll continue to see the rise of by-product beauty where brands convert waste ingredients into desirable items,” she says.
Following the likes of UpCircle Beauty and True Botanicals, we expect to start to see more unusual industry collaborations emerge such as beauty products made from the wine-making process.
Beauty Tech
Beauty has become progressively more tech savvy in recent years and as 2022 approaches, we are seeing some major updates to the world of beauty tech.
Following countless lockdowns, beauty brands knew that in-store shopping may never be the same again and as consumers flocked to buy products online, the limitations of online shopping became more evident than ever before.
In the new year, we expect to see beauty brands continue to adapt to fancy new technology and revolutionise everything from personalised skincare, effortless shopping experiences and realistic online shade matching and testing. Gone are the days when an app would claim to allow you to test a product virtually, only to reveal video game quality lipstick that just didn’t quite replicate testing a product in real life.
Thanks to artificial intelligence-powered products, augmented reality, and virtual experiences, the addition of high-tech practices will be the new norm, changing the way we shop and experience beauty altogether.
The likes of Lancôme are trialling immersive retail experiences with the launch of virtual pop-up stores. The store is an interactive ecommerce experience, complete with 3D products and customised displays. Shoppers can virtually walk through the site – which is designed to mimic a bricks-and-mortar space. They are one of a number of big brands embracing technology to create more personalised customer experiences.
Invasion of the teen market
The teenage skincare market is expected to see a dramatic boost in 2022. The younger generation are breaking the stereotypes of lazy skincare routines and there is not a toothpaste spot treatment in sight.
Today’s teenagers are becoming more educated and aware of good skincare habits and much of that is thanks to social media. With TikTok trends such as ＃SkinTok dominating the social media scene, the teen audience have access to dermatologist approved skincare advice quit literally at their fingertips. Whether it’s managing acne and preventing potential scarring or practicing daily sun protection, expect to see new and existing brands pivoting their product offerings to teens and their top skin concerns.
Aesthetically appealing brands such as Glow Hub and Skin Proud are leading the way when it comes to creating desirable brands that are also effective and make understanding skincare easy. Expect to see zit-zapping treatments and straightforward skin care systems everywhere in the new year. Whether you are teen or just someone holding onto their youth, this one’s for you!
Beauty Maximalism
After some pretty tough times, we are all in need of a pick-me-up and what better way to spread joy than with bold beauty looks and unapologetic glam?
At NYFW, fresh skin was complemented by bright eyeshadow and statement lips. Meanwhile, clumpy lashes and glitter skin are trending on social media. Across the board we’re seeing playful, dramatic looks that feel both artistic and free-spirited. Makeup feels fun again and it seems like the perfect opportunity to express ourselves and enjoy glam once more.
Following last year’s cancelled Christmas, it seems the perfect time to celebrate some level of normality. It seems decadence and drama is on the cards for beauty in 2022. As trends such as ‘Royalcore’ and ‘Baroque’ hit thousands of TikTok views, the time for a minimalist beauty look is now.
If an all out maximalist look just isn’t your thing, there are plenty of ways to dip your toe in the waters and add a touch of drama to a more pared back look. Try a sweep of Deep Violet Mascara from L’Oréal or a mirror glaze highlighter such as Lime Crime’s Diamond Dew.
