THE FIVE SKINCARE TRENDS SET TO SHAPE 2019

Naomi Kendall
5 December 2018

According to the latest figures from Mintel, the UK skincare market will have grown by 3% by the end of 2018.

It’s a sector that shows no sign of slowing down – mainly thanks to the ever-changing trends that constantly bring new ingredients, techniques and innovations to the marketplace.

So what can we expect to see driving things forward in 2019?

THE WONDER OF WATERLESS

It’s no secret that consumers are becoming increasingly socially and environmentally conscious.

One of the biggest criticisms levelled by environmental campaigners at the beauty industry is its over-reliance on good old-fashioned H2O.

To mitigate this, the last couple of years have seen a steady increase in dry, powdered and ‘waterless’ products.

Some waterless beauty products               (image: LSN)

Add to this a concerted effort by manufacturers to produce more concentrated formulations, and 2019 could be the year that skincare is seen to really care about using less water.

MASTERING MOBILE

If a recent report from Facebook is to be believed, 21% of UK skincare shoppers now discover new products on mobile devices.

It is primarily the younger end of the market driving this shift in behaviour. So it would be sensible to expect this figure to rise significantly further as 2019 progresses.

woman shopping on laptop and phone

As such, it’s never been more essential for skincare brands to optimise all their content and digital experiences for mobile users.

Those that provide a seamless path from search/discovery to validation to purchase will be the ones to really prosper next year.

FROM SKINCARE TO SKIPCARE

Our skincare trends continue to take many of their cues from the Korean market. As a result, eager skincare fans have been applying more and more complex routines as they chase the perfect K-Beauty look (and feel).

The much-celebrated 7-step guide to ‘glass skin’ was quickly surpassed by 10-step and even 12-step routines. An absolute nightmare to go through time and time again, surely?!

A Korean lady holding her face                 (image: Vice UK)

But good news! (Well, for consumers. Not necessarily all brands.) The Korean trend most likely to find its way to these shores next year is ‘skipcare’ – a minimalist routine that uses only the most essential ingredients.

Brands like The Inkey List that provide affordable, single-ingredient products are well-placed to capitalise. Will others follow suit in 2019? You would imagine so.

IN-VOGUE INGREDIENTS

As I mentioned in the intro to this piece, new ingredients are the lifeblood of the skincare market. So we’ve done some digging around to try and predict the ingredients set to define 2019’s most popular skincare NPDs.

CBD and superfruits are the most widely talked about at the moment. Superfruits are the new superfoods, with exotic discoveries like the Amazonian camu camu fruit providing rich and nourishing sources of vitamins and minerals.

a camu camu berry               (image: NPR)

And CBD is basically in the process of being infused into every single consumer product that money can buy. So there shouldn’t be any surprise that the skincare sector may well go CBD-crazy next year.

TRANSPARENCY TRIUMPHS

Let’s stick with the subject of ingredients for the final prediction.

At London’s annual Beauty Trends & Innovation Conference in September, one issue that was perhaps more widely discussed than any was that of ‘clean’ and ’natural’ beauty. Specifically, the highly ambiguous regulations around what can and can’t be claimed on both counts.

A bottle of skincare product on a bed of citrus fruits               (image: Shape)

All the evidence points to consumers demanding much more transparency on ingredients claims in 2019. As a result, our last prediction is that regulators will tighten up the rules on clean and natural beauty claims next year.

We work with clients such as Burt’s Bees, who take their responsibility as a natural beauty brand extremely seriously. So we certainly hope the above happens, anyway.

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