MAKEUP BRUSHES MARKET TREND SURVEY 2018-2019
The makeup industry and market acquired a new awareness: brushes and applicators play a key role in the success of a product.
For consumers, today like ever before, makeup brushes are increasingly important in daily gestures, with a constantly increasing awareness of the link between application, product and applicator.
Brands are finally conscious of the makeup brushes’ role in the success of a product.
A synergic brush will enhance the performances of the formula, while if the balance is not perfect, the final consumer will be dissatisfied, with negative consequences in the perception of the makeup product quality.
For this reason, the cosmetic industry changed its requests and the development of the formula proceeds often in parallel interaction with the development of the brush.
Innovation and deep knowledge of the subject, together with a constant study of the market requests are therefore fundamental assets in developing the most successful tools.
Our marketing team carried out a study of the future market trends and the drivers leading and defining the brush and applicator market for 2018 and 2019.
From Synthetic Fibres to the Green Wave, from Unique Identity to Indie Brands, discover here the 6 trends.
TREND #1 - SYNTHETIC A Sustainable Choice + Ultra Performance
The attention to an Ethical and Sustainable approach leads the cosmetic industry to a global replacement of natural, animal derived ingredients, with synthetic materials.
R&D and Innovative Technology lead to performances and results never achieved before, in terms of:
- long lasting performances
TREND #2 - GREENNatural Ethical Sustainability
Consumers are looking for eco conscious materials, products and lifestyles. Materials should be infinitely recyclable.
From packaging to labelling and raw materials, products should be 100% environmentally and ethically conscious, yet luxurious.
Consumers choose companies with a strong commitment to corporate social responsibility and low environmental impact policies.
TREND #3 – MEN CAREMen Care
Beauty becomes male-centric.
The gentleman Style, highly curated and groomed, is a must.
Masculine skincare and grooming products are more personalised than ever before.
Barbers and Stylists provide not only shaving services, but also styling and beauty advices.
TREND #4 – ID BEAUTY
Three keywords are under this trend that consists in looking for a personal strong statement of one’s own identity.
Diversity has spurred growth of niche products that offer better results based on age, culture and ethnic group.
Product Palettes expand to include non-Caucasian skin tone, for an ethnical approach.
Formulas and packaging are responding to the consumer personality, skin type and tone to obtain the perfect customised product.
What is your Beauty ID?
The premium segment is experiencing strong growth.
Premium products features are exceptional quality and superior performances. Consumers require Experience, not products. It is the rise of masstige ranges where uniqueness is the key value.
TREND #5 – HD BEAUTY
HD Professional Beauty – Selfie and Easy-To-Go Makeup
Makeup Professionals are Superstars: consumers get their advice from Social Media to recreate professional looks, for an HD-perfect skin and selfie makeup to recreate that professional touch.
The effect must be immediate, of HD instant beauty, achieved by cosmetic formulations with ultra-performing active ingredients.
At the same time, the no-makeup-look is a very important trend as well.
Athleisure is increasingly permeating the beauty and skincare realm. Cosmetic brands follow the new demand for fitness-focused products. Products and tools are always ready, easy-to-go, multifunctional.
TREND #6 – INDIE BRANDS
Independent Brands include logos created by celebs, Makeup Artists and brands with a story behind them.
Their values are creativity, innovation and entrepreneurial spirit.
They are rising stars with a strong identity and communicate with consumers via social media and influencers instead of mass advertising campaigns.
Quality is top, and positioning is high-end. The market wants a story worth telling and products that reflect emotions.