STUCK in a make-up or skincare rut? Fear not, we’ve rounded up the best of 2018’s beauty trends – and they could all save you time and money.
From ditching the heavy slap to sharing your scent with your man, this year your beauty regime is about to get smart.
With consumers savvier than ever thanks to social media, the beauty industry has had to answer some uncomfortable questions lately.
“Wave goodbye to ‘anti-ageing’ and unrealistic advertising,” says Lucie Greene, director of trend-forecasting think tank The Innovation Group.
“Instead, bring on raw, honest skincare preventatives.” And it’s not just the term “anti- ageing” that’s fallen out of favour.
Shoppers are also questioning products labelled “natural” or “organic” based on a small percentage of ingredients – as well as brands’ ethical responsibilities.
Last year, 37% of UK consumers considered whether a product had been animal-tested before buying it, while nearly 60% of US consumers didn’t buy from a company they deemed unethical.
Meanwhile, brands such as buyer’s club Beauty Pie – which offers high-end products for factory prices, like Fruitizyme Five Minute Facial, normally £60, for £7.59 – have gained popularity by cutting out expenses like advertising, the cost of which would usually be added on to prices.
The last decade has been all about over-styled locks, heavily made-up faces and perfectly plumped pouts.
But perhaps thanks to an ever-growing movement of female empowerment and embracing what your mama gave you, sales of hairstyling products like dyes and mousses have seen a drop, while a bold lip could soon be passé as sales of natural lip salves have jumped 9.9% – the biggest rise in skincare.
More women are choosing to keep their hair natural, like singer Rochelle Humes, who decided to stop straightening her curly hair as an example to her young daughters.
And “non essential” products such as texturising sprays are increasingly being seen as a luxury expenses.
“We’ve seen households spending more income on utility bills and housing,” says a spokesperson for the Cosmetic, Toiletry & Perfumery Association.
“This leaves less to spend on non-essential items.”
Your man may have been stealing your serum for a while, but now watch out for your perfume, too.
This Christmas saw an 18.8% rise in sales of unisex scents, while gender-neutral notes of amber, oud and bergamot reign supreme in the list of bestselling women’s perfumes.
“Gender barriers are breaking down and we’re seeing more and more unisex offerings,” says Andrew Goetz, co-founder of Malin+Goetz apothecary and lab.
“This goes back to the roots of perfume, when fragrances were made to be worn by both men and women.”
If you agree sharing is caring, look out for Elizabeth And James Nirvana Black, £69 for 50ml EDP.
The violet, sandalwood and rich vanilla create the perfect balance of masculine and feminine tones.
New exfoliating acids
Recent studies have shown plastic microbeads in exfoliants are bad news for skin, while the Beeb’s Blue Planet II aired evidence they’re harming marine life and even entering the food chain.
As of June 30, they’ll be banned in beauty products in the UK. Luckily, there’s a safer option.
“For exfoliation, alpha and beta hydroxyl acids are favourites, but there’s a new chemical exfoliator emerging for 2018,” says Daniel Isaacs, formulation and development director at skincare biotech firm Medik8.
“Polyhydroxy acids resurface and exfoliate the outermost layers of skin to reveal the fresh, radiant cells beneath. They work similarly to alpha hydroxyl acids, breaking down the bonds that hold dead cells to the skin’s surface. But their much larger molecules keep them from penetrating too deeply, so they’re less irritating than traditional hydroxyl acids and better suited to sensitive skin.”
Find them in new Eucerin Dermopure Skin Renewal Treatment, £14.
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Last year saw lots of small, niche beauty brands offering bespoke services, and now the trend is going mainstream.
Individual treatments are no longer reserved for the rich and famous, as mix-your- own and made-to- order products become more readily available via apps and innovative websites. “Digital technology will make shopping more personal in 2018,” predicts Vivienne Rudd, Mintel’s director of global insight and innovation, beauty and personal care. “With so many products on shelves, time-pressed shoppers need a more intuitive experience.”
Soon you’ll be able to indicate your skin, hair or make-up needs, then receive products, expert advice and recommendations tailored to you. Fancy a go ASAP?
Try Brit make-up brand Eyeko’s new online bespoke mascara service. Just describe your natural lashes and the effect you want, and it creates your very own mascara from 100 combinations – all for just £30.