2017 was a transformative year for beauty, with so many exciting launches and brands that showed us the power of social media for brand-building. Meanwhile, the popularity of non-invasive skin procedures gained popularity (think derma rolling, micro needling) and a smattering of fantastic new technologies – many hailing from South Korea – earned our support.
2018 has a lot to live up to! Below, we outline five beauty movements set to transform your beauty regime in the new year.
K-beauty will make room for J-beauty
Korean beauty products (K-Beauty) became a cult with many in 2017, with their focus on health and hydration for perfect, glowing skin. Think sheet masks infused with snail mucin and cactus, creamy compact cushions and powerful hybrid essences – continued to climb, with sales increasing 66 per cent worldwide and demand for K-beauty shows no signs of slowing down.
However, K-beauty is poised to face some stiff competition from new player in the market this year: J-beauty. According to Anna-Marie Solowij (former British Vogue beauty director) “So much of what is exciting in K-beauty originally stemmed from Japan”.
So the prediction for 2018 is predicts that the classic aesthetic Japanese principles of kanso, shibui and seijaku – simplicity, understated beauty and energised calm, respectively – will come to the fore in beauty offerings that come out of the country.
Beauty products will fight pollution
From our daily walk to grab coffee, to getting the train to work, those pesky pollution particles are flying around us all the time and speeding up our ageing process. So, next wave of skin aggressors on everyone’s radar are thanks to pollution, so expect to see anti-pollution skincare ranges multiply.
Brands are also working on products that combat other environmental “skin stressors” including air conditioning and heating, captive bacteria (found in closed buildings and on public transport) and the blue light from our computer screens. These are all having a negative impact on the quality of our skin and people are finally waking up to it.
Keeping Beauty Clean
The wellness movement has transformed our approach to physical, mental and spiritual wellbeing. Now, it’s set to revolutionise our approach to beauty! Research suggests that certain ingredients – be they topical or ingested – have negative health implications has turned the focus to skincare products.
The term “clean” is often confused with “natural”. So, here goes……roducts and brands ‘free of’ potentially harmful ingredients are considered ‘clean’, that includes silicones, parabens and sulfates (especially SLS). Many natural brands inherently do this, but remember that a brand can be ‘clean’ without being ‘natural’.
Face masks have taken over our Instagram feeds in a big way and we’ve seen a rise in everything from sheet masks to magnetic masks — but what next? In 2018, there’s set to be a rise in masks for every part of the body from hands to chest, arms and even feet to keep us glowing and youthful for another 12 months.
Beauty will be simplified
While the Korean influence fuelled the birth of new categories – essences, ampoules, overnighters……2018 will see a beauty movement that is all about simplified beauty regimes. Expect to see confusing multi-step skincare processes replaced with multi-purpose products.
The difference between the new-school multitaskers and their predecessors? Formulations. A new wave of technologically advanced beauty multi taskers are rolling out the 2-in-1s and 3-in-1s in a way that has not been done before. In 2018, we will be most excited by brands that sell a simplified, multi tasking range of products that promote simplicity.