2018 Beauty Trends

The beauty industry is an ever-evolving one, with trends like lip kits—hello, Kylie!—and charcoal face masks coming from seemingly nowhere and turning into the next big thing. The beauty industry grew by 6% in 2017, to reach $17.7 billion, with skin-care sales growing by 9% and contributing to 45% of the industry’s total gains. Here are the trends that are taking the beauty industry by storm in 2018.


Consumers are tired of being sold products that are for general demographics such as age, gender or ethnicity,, as everyone has different, specific issues. Beauty is not a “one-size-fits-all” industry, and brands are listening. Rihanna’s Fenty makeup line features 40 different foundation shades, and Eyeko offers bespoke mascara. 2018 brings customization to beauty products with base products that consumers can then add selected “active concentrates” to, depending on their particular skin needs.  


Studies have shown that consumers are concerned about the environment, and care about how their products are made and the effect they will have. Building on the “clean” eating movement seen in the food and beverage industry, “clean” beauty is being demanded by consumers. Natural and sustainable products with allergen-free, pure ingredients are increasingly popular as eco-conscious consumers gravitate toward these environmentally-friendly products. Additionally, the demand doesn’t stop at the products. Consumers are looking for eco-friendly packaging as well. According to Marie Lavabre, founder of “clean” brand KINN, “I expect to see more of a shift towards plant-based plastics in 2018 and glass, too, as the consumer becomes more aware of the harm plastic is causing when not disposed of safely or recycled.”

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In the past, beauty brands offered completely different products for men and women, using gendered marketing. Today, however, brands are moving towards gender-neutral products for 2018. Just as consumers are getting fed up with being segmented into small demographics, consumers were getting frustrated with the “segregated” beauty industry. Sam Farmer, a father from the U.K., created Unisex Cosmetics after seeing the pink, sexist deodorant options for his teenage daughter. His line of gender-neutral deodorant, face and body wash, come in solid-coloring packaging without masculine or feminine visual cues.  


81% of millennials exercise, or would like to, compared to only 61% of baby boomers. For millennials, fitness and overall wellness is a part of their daily routine, and are willing to spend money on this hobby. Which leads to skincare developed exclusively for active women. This niche targets exercise-specific concerns and the products boast about “sweat-resistant” and “workout ready” attributes.   

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