Trends to watch in 2023

Trends to watch in 2023

The global cosmetic market has a projected CAGR of 5.36% during the period 2022 – 2026. The truth is that our industry is very resilient. All human beings have rights to beauty and cosmetics and that is why this industry always has opportunities for growth even in difficult situations such as pandemics, wars, recession, inflation… Below we will see some of the most interesting trends that will be protagonists in 2023.


Un beauty espresso por favor!: The pandemic accelerated the back to basics trend, which is why in recent months we have seen a boom in traditional ingredients such as aloe vera, vitamin C, panthenol, AHAs, among others. This year the turn is for caffeine. We are seeing very interesting proposals from suppliers with new materials obtained through by-products and upcycling processes. Coffee is rich in antioxidants and the cosmetics industry is taking advantage of it. We are seeing a boom in many formats such as masks, scrubs, serums, and moisturizing and nourishing creams. Caffeine skincare is the new black.


Real skin: This trend is all about normalizing real skin. We are seeing trendy concepts like glass skin, dolphin skin and skin cycling that allow us to improve the way the skin looks and feels… but do we really know our skin? Consumers this year will work harder to understand what the skin needs to give it what it really requires. Real skin has textures, spots, pores, pimples. Real skin has imperfections. This concept is related to the inclusion and diversity trend.


Beard boom: In men’s grooming we are seeing a very interesting trend. On the one hand, this year products and procedures such as waxing, laser hair removal, electric razor and depilatory creams will be booming. On the other hand, projections indicate that beard growth products will have great growth this year. On TikTok, the videos related to this category have approximately 400 million views. The beard care market has a projected CAGR of 6.7% for the next 4 years. In summary, we can summarize the trend like this: beard, yes! body hair, no!


Psychobiotics: This term refers to the use of probiotics for mental health. This year we will see new studies on the use of probiotics in improving the gut-brain connection. In fact, the intestine is beginning to be known as “the second brain” due to the large number of nerve connections it has. The main nerve that connects the brain and the gut is called the vagus nerve, which is the main nerve of the parasympathetic nervous system and plays a key role in regulating mood, heart rate, digestion, and immunity. The cosmetics industry will benefit from new scientific findings, so we will also begin to better understand the gut – brain – skin relationship.


CosmeTikTok: This platform was consolidated in 2022 as the leader to lead fashion, beauty and cosmetic trends. Every brand dreams of going viral on TikTok. In this regard, the portal indicates that “the speed of creating trends on this platform has meant that the media have a monthly edition in which the most successful cases (and also the most absurd) of this social network are collected in the field of cosmetics and make-up. The term hype is part of the new branding and refers to when the displayed content goes viral and becomes popular.


Skin boosting: After skin cycling, this is the concept that is gaining ground in dermatology and cosmetics. As the skin begins to show signs of ageing, boosters are used to restore elasticity, restore skin texture and improve the overall appearance. This term has been growing on social networks since 2020. This trend invites us to follow a facial care routine in which we strengthen the skin by applying more powerful ingredients a couple of days a week.


Cloud skin: This has been a viral trend on TikTok in recent months. Its purpose is to leave a diffused, light and soft effect on the skin but with a bit of glow that emulates the reflection of the sky with sunlight. Experts recommend using products to hydrate and illuminate along with makeup that controls excess oil. There are neither very shiny nor very matt finishes, the objective is to achieve a balance between both. This is a concept where we will see innovation in formats, textures, benefits and claims.


Slugging: This is a concept that comes from Korea. It consists of the application of an occlusive product (oil or wax) on the skin to create a protective layer that seeks to prevent water loss as well as keep the skin hydrated and moisturized. This trend is not ideal for all skin types, so it should be tested on combination or dry skin. We are seeing the launch of new emollients and waxes with very interesting physicochemical and sensory benefits for the development of new textures that are ideal for the slugging concept.


Beautherapy: This year we will see the rise of beauty as therapy. This is the evolution of trends such as self-care and wellness. Consumers are increasingly concerned with improving mental health and well-being, therefore beauty is becoming a daily routine that has the ability to make us feel better. For this reason, we will see new biochemical mechanisms and cosmetic efficacy studies that validate the psychological benefits of using skincare, body care, hair care, fragrances, and makeup products.


Psychodermatology: In a publication on January 2, 2023, the Glamour magazine indicates that this discipline analyses how our thoughts affect the quality of our skin and is projected as one of the great trends for 2023. Science has demonstrated how stress affects metabolism and many of the diseases we commonly face. It has also shown how stress is responsible for countless ailments including rashes, swelling, and redness, along with skin conditions such as acne, psoriasis, eczema, and rosacea. The publication also indicates that “the link between mind and skin is well established and can be explained at the biochemical level through the hypothalamic pituitary adrenal (HPA) axis. Stress activates this system in the brain to release chemicals and hormones that can cause or drive skin diseases.” In the development of psychodermatology, cosmetics plays a very important role and will be its main ally. We will see a boom in biochemical mechanisms and new skincare actives with psycho-claims that will be a great novelty. We will also see new formats, emollients and textures that adapt to this new reality.


In times of uncertainty, financial insecurity, and war risks, consumers are looking for a sense of control. People are also looking for sources of entertainment that bring moments of relaxation, happiness, and tranquillity in their lives. Cosmetics play a fundamental role for human well-being and the industry has a great opportunity for innovation in these times of crisis.


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John Jiménez is a pharmacist from National University of Colombia with a master's in sustainable development and specialization studies in marketing, cosmetic science and neuromarketing. He has 30 publications in scientific journals and a book chapter in cosmetic formulation. He has been the recipient of the Maison G. de Navarre Prize (IFSCC USA 2004), Henry Maso Award (IFSCC USA 2016) and best scientific papers at Colamiqc Ecuador 2009, Colamiqc Brazil 2013 and Farmacosmética Colombia 2014. He also has been a speaker at various international conferences in Europe and Latin America. Since 2019, he has written a trends column for In-Cosmetics connect, Since 2013 a trends column for Cosmetics & Toiletries Brazil and since 2020, a column on neuromarketing for Eurocosmetics. He also has authored and co-authored articles and served on the Scientific Advisory Board for Cosmetics & Toiletries magazine. Jiménez additionally served as president of Accytec Bogotá (2017-2019). He joined Belcorp in 2005 and currently is Senior Researcher for skin care, suncare and personal care categories. Before joining Belcorp, he worked in Laboratorios Esko, Whitehall AH Robins and Fresenius Medical Care in Colombia.

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