*THESE* ARE THE TOP 5 BEAUTY TRENDS FOR 2023

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An Audrey Hepburn quote that I personally identify with right now is ‘on a bad day, there’s always lipstick’…

 

It seems to ring true at the moment. With worldwide economic turmoil, national strike action, the energy (and) cost of living crisis you’d be right in thinking that spending on beauty will have crashed through the floor…

 

Well, you’d be wrong! Fondly dubbed in the marketing world as ‘the lipstick effect’ ( a term originally coined by Leonard Lauder): many consumers are continuing to spend on beauty, albeit with increased consideration. Shoppers are growing more selective than ever over their spending.

 

So why’s this relevant? As we enter 2023, brands must deliver high value through pricing, efficacy, honesty, responsibility and meaningful digital and physical engagement in order to stay relevant and win the most coveted prize of all – loyalty.

 

Here, I’m revealing five of the most important trends that I predict will inspire and evolve beauty industry developments in 2023.

TREND 1: Meet The Hypertasker

‘Hybrid’ beauty products are nothing new and often thrive during recessions, but this next breed will take multitasking to a whole new level. As consumers expect more and more from formulations and as a direct response from having less money to spend, brands will need to respond with hyper-performance, all singing all dancing products to retain and attract new business.

What to look out for:

Expect to see a huge jump in blending make-up with truly functional, proven skincare results or the use of functional fragrances that include proven ingredients to promote deeper wellness and mood boosting. When it comes to skincare, there’s likely to be an explosion of ‘cycle syncing’ and ‘stress-busting’ skincare (more on that later) where regimes become more closely linked to the management of hormonal fluctuations.

TREND 2: Stress-busting Skincare

Hands up who’s felt personally victimised by events since 2019?! *raises hand*.

The emotional impact of the pandemic, extended periods of working (read: doing everything) from home and the burden of an uncertain financial future have resulted in anxiety, declining skin health and premature ageing. A fabulous mix.

The visible appearance of pandemic stress – sometimes referred to as Covid face (yes that really is a *thing*) – has been identified by almost 4m British women, according to research by cosmetic procedures clinic Uvence. Some 42% of those surveyed believe the pandemic has caused them to age by at least five years.

What to look out for:

In response, ingredient innovations from brands such as Murad, Garden of Wisdom, and Sederma are powering new products formulated specifically to support the skin during times of stress.

With all that extra time at home comes a huge increase in screen time. Expect to see an increase in products that actively shield against the aggravation of blue light, contain ingredients proven to fight the effects of digital stress AND improve sleep quality.

 TREND 3: Prove It.

Throughout 2023, consumers will have zero tolerance for overinflated price points and claims as we see the end of ‘fauxthenticity’.

What to look out for:

A huge increase in mission statements and transparency. Brands will be expected to prove that their products are worth buying in every respect from ingredients, animal testing, supply chains and fair treatment of employees. Nothing will be off limits and everything will be open to question so if you’ve got any skeletons in your brand closet better get rectifying them, QUICK.

Beauty brands will need to accept that they must prove their worth to be eligible for purchase. Honesty, openness and hard data around everything from pricing to sustainability is essential.

TREND 4: Physical futures

Thankfully, bricks-and-mortar beauty shopping is back and thriving. 2022 has seen shoppers return to physical stores and as a result many beauty-specific stores have opened, think Charlotte Tilbury, Beauty Pie and the much anticipated return of Sephora to the UK (Spring 2023)

What to look out for:

In 2023, expect to see many retailers jumping on the huge opportunity to create unique destination stores that deliver immersive experiences to drive loyalty. Those who are successful will create the next generation of the physical beauty store and offer shoppers the chance to disconnect from the ‘online’ world, whilst simultaneously feeling better in the ‘real’ one.

Trend 5: Enhanced Natural Beauty

A 2022 trend that’s certainly going to remain strong into 2023. Beauty consumers are shifting their focus from cosmetics fads to more natural enhancements that re-invent everyday looks. In pursuit of the ‘real life filter’ many are seeking alternative, sustainable ways to look after their skin, leaning into slower beauty trends and embracing their natural skin texture. According to data from Pinterest, searches for ‘face yoga exercises’ and ‘how to get naturally glowing skin’ have quadrupled since 2020. There will be a continued focus on investment skincare as consumers understand ingredients better & seek performance & results driven products.

What to look out for:

Expect to see a general shunning of surgical procedures in favour of non-invasive facial workouts to improve the overall appearance of the skin (think: FaceGym, LED light masks, massage tools). Brands offering products or services to allow consumers to look and feel their best without having to rely on fillers, botox or other toxins set to gain the most.

If you’re a nail or false eyelashes brand then now’s the time to pivot and welcome this evolving beauty mindset. For the eye category, leaning into offering more natural ‘your lashes but better’ offerings are likely to do well. When it comes to nails, double down on muted / barely there shades. Nail artist Harriet Westmoreland is leading the way with the clean-girl nail trend and the ‘skinny French manicure’ remains undeniably one of the most requested nail looks at nail bars up & down the country. Skincare infused makeup and make up with treatment benefits are likely to be popular.