Here in the UK, it’s estimated the average woman will spend up to £40,000 on their hair and £100,000 on beauty throughout their lifetime – so the world of looking good is a pretty lucrative one. And if you can keep up with the ever-changing trends of these industries, you could be the one reaping the benefits. Here are six of the most popular trends predicted to take the hair, beauty and cosmetics worlds by storm in 2020.
The worlds of hair, beauty and cosmetics are constantly changing. New products hit the market, revolutionising the way we put on make-up or style our hair. And, as our lifestyles constantly change and adapt, the way we access and engage with these industries is changing too.
If you want to make a living in any of these industries, keeping your finger on the pulse of new trends will help you keep your business relevant. We’ve picked out some of the top trends we are likely to see over the course of 2020.
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1. A kinder approach
Lots of customers are now thinking about the impact their beauty habits have on the environment. 23 percent of us think it’s important for our beauty routines to have as little environmental impact as possible. What’s more, 47 percent of us want the products we use to be ‘clean’ – ideally, free of harmful chemicals that don’t do us or the environment any good.
More of us are opting to shop sustainably, choosing products that are packaged in less plastic and that don’t contain harmful substances like plastic microbeads. A growing number of people are also looking for products with natural ingredients, such as hemp and its derivative CBD, as they become more aware of their potentially healing properties.
Many are also looking for products and services that don’t harm animals, either with their ingredients or their testing. There has been a staggering 175 percent increase in new cruelty-free and vegan cosmetics launches between 2013 and 2018. And, considering that more than 250,000 people signed up for Veganuary (a pledge to go vegan for a month), it’s clear there’s an appetite for even more vegan products to launch.
175% The increase in new cruelty-free and vegan cosmetics between 2013 and 2018.
2. Quality vs Quantity
Not only are customers looking for more ethical or sustainable products, but many are choosing to purchase less often and buy better quality when they do. The ‘premium’ beauty market is worth around £3 billion worldwide, with fragrance the most popular luxe item to splash out on. What’s more, many of us report feeling more financially secure than we did last year as political uncertainties have started to settle down. This means we’re more likely to indulge in a few high-end treats now.
Social media trends for ‘no-buy’ or ‘low-buy’ periods, which encourage people to stop or cut down on buying and choose fewer products that they really love instead, are likely to have fuelled this. Many people are growing sick of the influx of new products on the market, so save their spending for a select few items rather than buying little and often.
3. Skincare = self-care
Intricate skincare routines have been commonplace in part of Asia for years. Now, the Western world has started to adopt these lengthy beauty regimes – sometimes up to 10 steps long! And, as more people start to use pricey products like serums, toners, essences and exfoliators, retailers like Guinot, which sell speciality lotions and potions, can really cash in.
Though lots of us are time-pressed, we are making the time to indulge in skin and hair care. A survey found that, of people who say they spend more time on their grooming now than they did last year, 46 percent say that’s because they enjoy their nightly pampering sessions.
4. Convenience is key
Many of us work long hours, with just enough time at lunch to grab five minutes of fresh air and a sandwich. So, it’s not surprising that growing numbers of us are choosing to book our appointments using apps outside of traditional business hours.
Apps like Treatwell and Booksy are making it easier than ever for customers to schedule hair, nails and beauty appointments with just a few taps of their screens. Plenty of us also book with our local salons through social media platforms like Instagram and Facebook, rather than giving them a ring.
What’s more, many of us report spending less than 15 minutes in the morning on our beauty/grooming regime. It seems like speedy multi-products, like BB creams that promise to hydrate and cover blemishes at once or hairsprays that add shine, hold and volume, will continue to grow in popularity over the course of 2020.
5. Men’s haircare boom
It’s becoming the norm for men to have extra steps in their grooming routines beyond shampoo and shower gel. This means a whole customer base is now wide open for the market to take advantage of. According to Mintel, 46 percent of men aged 16-24 used home hair colouring products in 2019, compared to 38 percent in 2018.
And, as more and more of us choose to share our lives on social media, lots of men are making regular haircuts a priority, rather than a luxury. 45 percent of men said they cut their hair between four and eight times per year, while a further 30 percent claimed to visit the barbers more than nine times per year.
6. Men and make-up
As gender boundaries and stereotypes continue to relax across the Western world, it’s likely we’ll see more men entering the world of make-up. New brands have been launched that give men the option to perfect their faces without their use of cosmetics looking obvious. It’s no longer taboo for men to care about their appearance, regardless of their sexual orientation.
Shows such as Netflix’s Queer Eye are reframing the notion that looking after one’s appearance deflates masculinity, by showcasing how grooming helps [to] celebrate the individual, not the gender.
And bolder men are choosing to express themselves using traditional make-up. Cosmetics companies are starting to recognise the power of this new male audience and are using male influencers and models in their campaigns. It’s likely we’ll see more of this throughout 2020 and beyond, as men become even more comfortable expressing themselves in non-traditional ways.
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Stay ahead of the trends
This is our take on the top cosmetic trends of 2020 but, if you’re going to be starting a franchise in the worlds of beauty, hair and cosmetics, it’s sensible to do your own research throughout the year to make sure you know exactly what customers and potential new ones want.
Sophie Cole, Point Franchise ©