Trends in Colour Cosmetics
Tracking consumer trends in any category is like forecasting the weather: unpredictable and unreliable! Consumers move in mysterious ways today. While it’s always been true that for every trend there’s a counter trend, that’s never been truer than now!
Still, we continue to look for patterns, behavioural changes and indicators in many consumer categories that may tell us something about where beauty trends are headed.
Those of us who love tracking consumer behaviour will continue to do so. When we’re wrong, we hope no one notices!
What I’m reviewing here is not newly emerging. These directions have staying power and are, I believe, indicators worth exploring.
Colour Cosmetics + Skincare Ingredients
Makeup is increasingly linked to skincare. The demand for products that also demonstrate skin benefits like radiance, hydration, or UV and pollution protection are becoming essential. Foundation seems like the most logical place to start, but it doesn’t stop categories such as blush, brow gel and eye liner from jumping on board.
What we’re seeing is a creation of hybrid products that combine the artistry of makeup with the science of skin care.
Here are a few examples I believe are noteworthy:
Ciele Tint & PROTECT SPF 50+ Tinted Serum Foundation
Jones Road Miracle Balm All-Over Glow (this could also be added to the “Glow” list that follows)
Kosas Revealer Concealer
Chanel N°1 de Chanel Lip and Cheek Balm
Ilia Limitless Lash Mascara
Victoria Beckham Beauty Satin Kajal Liner
Valde Beauty Ritual Creamy Satin Lipstick
Kjaer Weis FeatherTouch Brow Gel
Glisten & Glow
While the pendulum may swing back and forth between radiant and matte, the fact remains, glowing skin is aspirational. Radiant skin looks healthier, younger, more energetic and vibrant. TikTok loves this category because of its powerful visual appeal and attraction.
The entries in this category are substantial. There are few brands without one. This is a random sampling.
RMS Beauty Luminizer The OG glow. It doesn’t get better than this!
Chanel Le Blanc Rosy Light Drops
Kosas Glow I.V. Vitamin-Infused Skin Illuminating Enhancer
Armani Beauty Fluid Sheer Glow Enhancer
Westman Atelier Lit Up Highlighter Sticks
Lash-Out with Colour! Coloured Mascara is having a moment!
Red, pink, yellow, purple, green or blue, lashes have never had such a rainbow of colors to choose from. Like hair color and nail lacquer, there is no limit on the color palette.
Pat McGrath Dark Star Colour Blitz Mascara: red, fuchsia, azure, jade
Kiko Milano Smart Colour Mascara: purple, emerald, bright blue, metallic burgundy
ColourPop BFF Volumizing Mascara: blue, red, green, purple, pink
Chanel Noir Allure: red, orange, lilac
Many brands have jumped in here: Chanel, Valde, Hermès, Fenty Beauty, Dries Van Noten, Hourglass, Dior, Kjaer Weis, Lush and Guerlain.
Anecdotal evidence from beauty influencers and consumer reviews suggests positive reception. Consumers appreciate the ability to reduce waste and often view refillable products as a luxury or premium option. However, I’m not hearing great reviews from suppliers on this topic. It can also be complicated for retailers, forcing them to carry additional inventory. From the few I’ve spoken with, sales are not robust.
As much as the concept feels like the right thing to do, carrying and displaying an expensive lipstick is part of our industry’s DNA. When the case starts to look shop-worn (and they all do after weeks or months in a bag), buying a refill to keep the original case out of landfill is probably unlikely.
The entire refill concept remains controversial. There are experts who say the refills only exacerbate the carbon footprint. The jury is still out.
Hot/Interesting Products
Milk MakeUp really scored on this one. Sticks are hot in all categories and their Cooling Water Jelly Sticks are playful, easy to use and very social media friendly. Lots of press and a quick sell-out!
Milk MakeUp Cooling Water Jelly Tint Sheer Lips & Cheek Stain
Lush Earth Naked Mascara launched last year with an interesting concept. A blend of butters and waxes are moulded into a solid form so no plastic packaging is required. The consumer wets one of the 3 brush choices (no plastic in the brush), twirls it inside the mascara “roll”, picks up the desired amount of product and applies it to lashes. It’s a new gesture that requires a bit of practice, but scores high for innovation.
For the colour crazy beauty consumer, there’s plenty of action and lots to choose from. New textures and delivery systems work their magic and adding a few skin friendly ingredients doesn’t hurt either.
Whether it’s for self-expression, confidence boosting, transformation, mental health “therapy” or just plain fun, there’s nothing that beats make up for a feel-good vibe!
Feeling inspired?
Then why not visit one of the in-cosmetics events around the world?