Article authored by Kenza Belhaddad
In the world of beauty and cosmetics, trends evolve much faster than what one might think. Each season brings innovations, new products, and revolutionary concepts that capture the imagination of beauty enthusiasts worldwide. In this article, we will dive into the 5 most striking trends shaping the global cosmetics market today, as it is crucial to be aware of these trends in order to successfully translate beauty texts. Let’s dive in!
1. Natural and Organic Cosmetics
This is an increasingly popular cosmetic trend – natural and organic cosmetics are not only skin-friendly, but also environmentally friendly. They represent a way of consuming better through the use of healthy ingredients. Since these cosmetics do not use harmful products derived from silicons, hydrocarbons, or other chemicals, they are considered both skin and environmentally friendly. Skincare can also be organic, as they use ingredients from natural origin. These products promote well-being.
When translating beauty products, it can be interesting to know that there are several types of ingredients.
Here are the three main categories of ingredients in a beauty product:
- Excipients: they represent the largest amount of ingredients contained in the product and are at the top of the INCI list. They define the product’s galenic.
- Active ingredients: their role is to target the desired action of the product.
- Additives: these ingredients are generally used to improve the appearance, or the smell and shelf life of the product.
Organic cosmetics stand out due to a higher concentration of active ingredients compared to conventional cosmetics.
Sanoflore wants to be seen as a brand that is totally organic. Their website reads that their formulas are certified organic. Their cosmetic treatments are based on natural active ingredients as explained above.
2. Vegan and Cruelty-Free Cosmetics
In parallel to natural and organic cosmetics, there is a growing demand for products not tested on animals. Vegan cosmetics contain no animal-derived materials. Consumers no longer want products from animal-origin ingredients. Vegan cosmetics reject animal testing as well as any ingredients derived from animals or simply produced by animals, such as honey. They also exclude packaging made from animal origins.
Packaging has a protective role while guaranteeing the proper conservation of the beauty product. It also has an information role by bringing together the advice for use, or the list of ingredients and the shelf life.
In the beauty industry, there is three types of packaging :
- The outer or tertiary packaging: which corresponds to the delivery box or the bag in which the product is put at the checkout.
- The inner or secondary packaging: this is the small box in which the product is located, in other words, what houses the product.
- The packaging of the product or primary: this is the container that contains the product.
KVD Beauty is a Vegan and Cruelty-Free brand! They certify on their website that they do not use any animal material in their formulas. What’s more, the brand doesn’t test their products on animals. As a brand committed against animal testing, KVD Beauty does not sell their products in countries where testing is legally required, such as China.
3. Upcycling and Sustainable Cosmetics
Furthermore, in addition to increasingly using ingredients that are natural, organic, or vegan, companies in the cosmetic industry are also turning to recyclable packaging. Consumers are becoming more committed to environmental preservation, which is why cosmetics are becoming more committed and sustainable. Product formulations are eco-friendly, aimed to preserve the environment. Several aspects are being reconsidered, from product design to improving production processes and resorting to upcycling, which involves improving products so that they can be reused later.
Upcycling is a zero-waste approach. This approach involves reusing food waste such as fruit pits, wheat straw, or chamomile stems to transform them into ingredients. By adding value to existing products without breaking them down, upcycling reduces waste.
UpCircle is a brand using the upcycling process. The company creates cosmetics from coffee grounds. They can have them in different coffee shops and give them a second life. Coffee grounds are of course cleaned and then conditioned to be transformed into a scrub with essential oils!
4. Inclusion and Diversity in Cosmetics
Having been criticized for a long time because of its lack of inclusion, the cosmetics industry is increasingly taking measures to address this situation. That’s why inclusion and diversity are trends that are booming within cosmetic brands. Cosmetic products must now meet the different needs of ethnic groups, or even different skin types, for instance. Products now showcase the diversity represented by consumers. And men are also included! Whether it is skincare products or even makeup, they represent a prime target for brands these days.
The Ordinary present themselves as gender-neutral, and their packaging is simple without delivering gendered messages. The brand brings innovations while presenting themselves under a genderless identity.
Fenty Beauty would also be a perfect example of inclusion and diversity. It is even the brand’s main strategy. Today, Rihanna’s brand offers 50 shades of foundations, which is revolutionary for the beauty industry, since previously many sub-shades were little or not at all represented.
5. Cosmetics and Technology
Finally, the beauty market is becoming increasingly connected, and so are consumers, leading to an increase in online sales. Technology allows brands to innovate by creating new products. It is also through the use of technology such as augmented reality for product trials that brands innovate and adapt to new trends. The introduction of mobile applications offers customers the opportunity to try cosmetic products virtually before purchasing them, significantly enhancing their shopping experience.
Big brands, like Chanel, use technology for virtual makeup try-ons! On their website, it is possible to try their products from home!
The metaverse also has a role to play in cosmetics! Brands see this as a potential to develop their image and offer new experiences to customers. Procter & Gamble has created their own metaverse, BeautySphere, to raise consumer awareness of sustainability issues and promote the brands in their portfolio.
In summary, the world of cosmetics is constantly evolving, presenting new innovations every day and adapting to the needs of consumers. The trend of natural and organic cosmetics takes into account the importance of the consumer’s role on product formulations to this day. It is essential for consumers to know where the ingredients in their products come from, as well as whether these ingredients have been tested on animals or not. These products must also meet the new eco-friendly requirements. Similarly, consumers need to be represented and highlighted in these products. Each consumer has unique needs, so companies adapt to this trend by increasingly offering products that are emphasizing inclusion. In parallel, cosmetics companies are also incorporating technology to their products. By considering all these trends, get ready to translate cosmetic texts with success!
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