MAKE UP BRUSHES MARKET TREND SURVEY 2020-2021

With an endless flow of trends taking over the social media and innovative brands entering the market almost weekly,
the beauty industry flourishes with new tendencies.

2019 showed inclusion and sustainability as main topics.

What will come next? Let’s discover the 4 biggest trends for 2020-2021.
 

Style means self-expression. 

Bespoke, customised, made-to-measure: in our era, customization is the ultimate expression of luxury. 

According to figures, online luxury sales will triple by 2025 and one third of shoppers are interested in personalised products,
with more than 70% eager to pay a premium price for that.

Beauty is the expression of one’s self style and identity. The hyper personalisation of products enables consumers to maximise
the experience of self expression and statement. 

Brands are supposed to create uniquely bespoke products in a one-to-one relationship that helps consumers feel empowered and able to express.

The market aims at turning page to the long recession, asking for a rich opulence in finish. 
Back to luxury, but with a completely new aesthetic look. 

Metallic shine, silky velvet, pearl and satin, arabesque, fluo pop. 
Luxurious appeal comes in textures and effects, deep colours and strong palettes. 

It’s the texture and the effect that give a precise perception of luxe and elegance.
It’s the tactile expression of value. 

Satin Velvet as an icon of opulence, with a glimpse of dandy sophistication. 
Expression of maximalism, it comes in a new modern reinterpretation with deep versatile stunning color palettes.

Beauty products and experiences are increasingly being associated with health, fitness, and wellness. 

Started in 2018, with wellness-driven product launches, the wellbeing trend is expected to continue,
emphasizing the connection between health and beauty.

While beauty supplements aren’t a new concept, there is a renewed emphasis as startups are offering suites
of vitamins and supplements that promise beauty benefits such as clearer skin and stronger hair. 

Gestures become a key element in the product application and effectiveness. Ancient massage techniques meet
functional ingredients from the most innovative formulation technology. 

We expect to see increased crossover between beauty, health, wellness, and fitness with major players
from these industries beginning to play in these adjacent sectors.

Sustainability is undergoing a renaissance as eco-conscious consumers demand ethical practices,
responsible behaviour and innovation to cut excess. 

Sustainability as we knew it is over.
The future of sustainability lies in regeneration, and brands play a decisive role in this regeneration process. 

In this perspective, the beauty industry seems united on reducing the impact of plastic pollution. 
In addition to the #plasticfree campaign, comes the rise of #waterlessbeauty.  

With water tending to become “the new luxury”, being able to manufacture without water is going to become
an increasing concern.This is expected to affect the composition of cosmetics, with a trend towards the launch
of more dry and water-free products. 

Solid formulas, more concentrated and effective products: waterless beauty will be an environmental cause for cosmetic brands. 

Beside this, packaging and design made from recycled materials are becoming a must in the luxury segment.