4 BEAUTY TRENDS TO WATCH IN 2017

The growth of the global beauty industry shows no sign of abating. Analysts predict that rocketing sales in the Middle East and Africa, coupled with continued growth elsewhere, will see the market valued at $675bn by 2020.

Here in the UK, annual sales pushed past the £4bn barrier for the first time this year. The strength of this vibrant market is due in no small part to the way its protagonists consistently step up their game to meet ever-shifting consumer trends.

So what will they need to be getting to grips with in 2017?

WELLNESS

Essentially, this is the increasing penchant for combining beauty regimes with nutrition, fitness and mental health improvement for a more holistic approach to looking and feeling good.

Some brands are already capitalising. FaceGym is a ‘gym studio for the face’, offering facial cardio and sculpting workouts in their Selfridges-based pop-up studio. And Beauty & Go, enriched with MacroAntioxidants, claims to be the world’s first ‘skincare drink’.

Four bottles of Beauty and Go, the world's first skincare drink

Initially, we think beauty brands will favour collaboration here, rather than offering their own alternatives.

BESPOKE BEAUTY

Recognising that everyone is different when it comes to their skin, hair and taste in appearance is nothing new. What is, though, are the methods available to offer products tailored to individual needs.

No7’s Match Made service, which uses unique technology to analyse skin tone and select the right shade from No7’s range, has been available in Boots stores for a while. Now it’s a mobile app, meaning customers can access it from anywhere.

The No7 Matchmade App we built for Boots No7. The app helps users find their perfect tone of foundation.

Expect to see more of this, as well as businesses like Haute Custom Beauty. They analyse customers’ skin to find their ‘Dermaprofile’ and provide precisely tailored products to match it.

ACCELERATED NPD

This should really be in everyone’s list every year. One of the stand-out features of the beauty industry has always been the relentless drive to foresee consumer needs, and create products to meet them.

Again, it is innovation that drives it, and with new tech increasing exponentially we can only see this continuing. 2015 gave us lip-plumping technology, and 2016 was the year of, among other things, anti-pollution skincare.

Clarins Paris have produced an Anti pollution cleansing cream

Breakthroughs that could signal 2017’s intent include the likes of Dr Ronald Moy’s DNA Renewal range. We can’t wait to see what else the year will bring.

SUSTAINABILITY

“We are increasingly seeing more interest in where our products come from, not just our food but our beauty products too” 
Emma Reinhold, Trade Relations Manager, The Soil Association

The above quote was made at the start of Organic Beauty Week, hosted by the Soil Association to promote organic beauty brands and educate consumers about this growing category.

And consumer awareness around provenance is set to continue. In Mintel’s Global Beauty & Personal Care Trends 2025 report, they even stress that water will come under scrutiny, outlining how it is “set to become a precious commodity as consumption outstrips supply. The more consumers become aware of this, the more beauty brands will need to change how they manufacture and formulate products to limit their dependence on water”.

A graphic for Mintel Trends 2025 report looking at the four key trends set to impact the global beauty and personal care industry

Sounds far from easy, and it won’t be. Even Lush, the flagbearer for natural beauty brands, is facing a struggle to clean up its supply chain following child labour revelations around an ingredient in its products.

But as with all of these trends, those who do master them will reap the benefits.