2022 was the year where we saw a real transition from the habits formed during the pandemic, back to what it was pre-pandemic. As people began to go out, socialize or even travel again, consumers regained some sort of normalcy, with a different lens—focusing on self-care as part of skincare routine instead of just an occasional treat, wearing makeup again but with emphasis on different parts of the face, or putting sustainability and green beauty as a priority when choosing the products to use.
For 2023, Sensient Beauty has picked out five key trends from market intelligence agencies Mintel & WGSN that will impact the Beauty and Personal Care categories that will affect the year, and beyond.
# 1 Beauty RX
With the pandemic, consumers end up wearing less makeup as they’re stuck at home during lockdowns. As a result, there’s a focus on skincare, with consumers being more aware and discerning about the products they put on their faces. This has forged a habit, where consumers delve more into the claims behind each product and the ingredients that are within the formulations.
Surveys have shown that 53% of US beauty consumers* research ingredients to better understand the effectiveness of products.
* 1,545 internet users aged 18+ who research ingredients used in products.
The focus is also on products that offer professional results, that could be performed in the comfort of their own homes. As normalcy returns, consumers still hope to achieve the professional results, with the convenience and access and are willing to go through lengths to research in order to find the one they want.
As a response to customers’ increasing appetite for new technology, beauty brands will continue investing resources into ingredient development to quell their needs for greater efficiency and innovation. This means that professional-grade products can be made more accessible to everyday consumers. There is also an increasing trend in the realm of precision medicine or customized healthcare, where advances in diagnostics and wearable devices come into play— where 34% of UK skincare users** expressing that they would be interested in using skincare formulas personalized for their skin concerns.
** 1,451 internet users aged 16+ who have used facial skincare products in the last 12 months
#2 Evolved Self-Care
The stress and isolation during the pandemic saw many turning to skincare and beauty routines as a way to uplift themselves. As costs of living, inflation and and impending recession looms over us, many people turn to beauty products and services for emotional comfort. The “lipstick/fragrance index” shows that the sale of beauty products rise in times of economic uncertainty as consumers find simple and inexpensive ways to treat themselves.
Isolation was particularly taxing on some individuals during the pandemic, highlighting a need for community and a sense of belonging. This reflects on the beauty industry as people seek to reconnect with like-minded individuals to form the idea of community self-care—where people focus on helping one another live and feel better.
The formation of these communities also means they help each other be more aware and mindful of their consumption habits—brands that go beyond a tokenistic approach and address specific problems faced by these niche groups can benefit by making them feel seen and heard. As a whole, brands that are more inclusive, conscious and sustainable will see continued success as consumers’ see an alignment in values with these brands.
#3 Sea Moss
The beauty industry has always been about superfoods green tea, turmeric, kale and oats. It comes as no surprise that sea moss, an umbrella term for red algae and seaweed, has taken the beauty world by storm. Rich in vitamins and minerals, sea moss-derived ingredients like Fucosorb WP also has anti-inflammatory, hydrating and soothing properties, making it ideal for both skincare, body care and hair care products.
#4 Alternative ‘Seed-to-Skin’ Supply Chain
If the pandemic has taught us anything, it’s that supply chains can be fragile networks. With the climate crisis, geo-political unrest and labor shortage, it’s even more important to adopt alternative agricultural practices to future-proof against product and ingredient shortages. One such example is Sensient’s Seed-to-Shelf program, where we work directly with farmers and invest in their future with the adoption of local schools near one of our annatto farms. This is part of a lasting partnership to give back to the community in addition to creating responsible and sustainable farming practices.
#5 Hair Slugging
As many took on the skin slugging trend in 2022, the trend has now moved towards hair. Practiced by many traditional cultures, hair slugging is the practice of saturating the hair strands in oil or a conditioning mask and putting on a head covering (like a shower cap), to nourish and hydrate hair. With many people experiencing hair loss post-Covid, there is an uptick on maintaining hair health, among other hair trends like embracing their own natural hair and reducing chemical damage to hair.
As we approach 2023, find out how Sensient Beauty can help you create products that fulfill the needs of your consumers, well into the future. Contact us now to find out more