Beauty Trends 2021

By Lindie Kramers, Chief Marketing Offer

A success story for the global beauty market during the pandemic, skincare has remained resilient to decline as consumers prioritise it as self-care during lockdown. Skincare addicts are seeking perfect skin in tone and texture, while ‘clean’ and streamlined routines resonate.

Key trends

Skincare users in Search of Perfect Skin

With make-up use down due to Covid-19 – 55% of female facial skincare users in the UK have reduced how frequently they wear cosmetics (Mintel, 2020) – skincare is king. Consumers are seeking out products that enhance natural skin with brightening, texture- and colour-perfecting, and age-defying claims. 

For example, moisture-enhancing claims continue to dominate skincare launches, with hyaluronic acid a key ingredient for its moisture-locking abilities. The superstar skin ingredient is the base of Australian brand Coola’s multi-tasking Refreshing Water Cream (which also acts as an SPF 50 and protector against High Energy Visible Light) and New Zealand-based Antipodes’ Baptise H2O Ultra-Hydrating Water Gel Moisturiser (which also includes mamaku black fern and hibiscus flower to help revitalise cells and protect the skin).

Dermatology Products Gain Cool Status

In line with the perfecting skincare trend, 2021 and beyond will be a hotbed of skincare innovation targeting specific concerns normally treated by dermatologists or clinical pharmacy products. Indie brands are adding cool kudos to skin treatments with Instragammable packaging and approachable marketing.

For example, Topicals – a US-based, teen-focused skincare range launched in August 2020 –addresses chronic skin conditions like eczema, hyperpigmentation and psoriasis by making treatment fun, not frightening. It was developed after the founders couldn’t find products to treat their skin concerns in regular pharmacies or beauty aisles.

‘Clean’ & Streamlined Skin

The ‘clean’ skincare market is booming, and plant-based ingredients are more sought after by consumers looking for more natural alternatives to their favourite products. Streamlining product routines is also key, driven by conscious-consumer minimalism.

We’ve seen brands paring back their product offering in line with consumer minimalism. Mentions of ‘skincare that has less steps’ surged by 107% on social media from 2019-20 (Fullscreen, 2020). For example, British beauty subscription box service Glossybox’s collection is designed for multifunctionality as well as being simple and easy to use. Their moisturisers double as primers, while the Exfoliating Clay Scrub can be used as both an exfoliator and a mask.

2021 Ingredient Outlook

While hero ingredients vitamin C, retinol and hyaluronic acid still command much attention in the global skincare market, those from farther-flung locations are surfacing in sophisticated formulas for 2021. 

For example, Zeila aims to spotlight the ancient port city of Zeila in Somaliland through the ethical sourcing of hero ingredients. The Canadian brand’s hero ingredient is qasil, a ground-up leaf powder from a tree native to East Africa that has been used by Somali women for generations.

Top tips

Formulate for All Skin

Skincare brands targeting a broad consumer base should test new products and ingredients for safety and efficacy across a broad range of skin types. With the growing demand for skin-tone and texture-targeting products, brands must avoid formulations that could damage melanin-rich or sensitive skin. 

Prioritise (Sustainable) Plant Power

Wild, indigenous botanicals and plant ingredients are exciting consumers hungry for fresh skincare benefits. With ‘clean’ equally becoming a key focus, natural ingredients will shine. How could you tailor your offering to include new, hardworking plant ingredients while also maintaining sustainable sourcing strategies?

Make it Multifunctional

Exciting new formula combinations are allowing brands to claim multiple skin benefits in one bottle. As consumers look to minimise their routines, their focus on efficacy and expectations of quality won’t diminish. So focus on nuanced ingredient combinations to ensure your product isn’t serving just one purpose. 

Design for Future Needs

The ongoing Covid-19 pandemic has introduced new skin issues associated with increased screen time and mask-wearing. Shrewd brands will be agile enough to react to new needs (such as ‘maskne’-related treatments) quickly – either with new product development or pivoted marketing on existing products that do the job.

Conclusion

2021 sees ‘clean’ indie brands driving innovation, using social media to create cult products and catering to a wide range of skin shades, types and concerns. Multipurpose, hardworking formulas are fuelling a ‘buy less, but better’ approach to consumption and ingredients are now being sourced from rich, global biodiversity to excel in the skincare market. In the future, Skincare will continue to develop with multiple benefits and consumers in mind, combining powerful plant-based botanicals with lab-developed hero ingredients into high-performance products. Sustainability will play a bigger role in sourcing as our global approach to skin-boosting materials comes into question.

Thank you for reading.

If you would like to find out more, please do get in touch.

Sources: Stylus, Mintel, Fullscreen

Images: Coola, Antipodes

Images: Topicals

Images: Glossybox

Images: Zeila