2022 has been a year of significant changes in the beauty industry, and as it comes to a close, several trends have defined the industry in 2023. Bridget March, Bazaar’s digital beauty director, shares her insights on the themes that were prominent in the coming year.
Skincare Takes Over
In 2022, skincare continued to dominate the beauty industry, focusing on quality and skin health. Many brands incorporated pre- and probiotic ingredients to balance and strengthen the skin, and fermented beauty was a big trend. Hybrid cosmetics with skin benefits were also in demand, and niche and household brands produced makeup with skincare characteristics. Dior Beauty launched several new products, including a reformulated Forever Foundation with added skincare benefits, a colored lip balm, and a lip maximizer serum that blur the lines between lip care and traditional cosmetics.
Simplified Sustainability
In 2022, consumers demanded transparency over brands’ eco-claims. Tech companies like Provenance helped verify these claims, and initiatives like The British Beauty Council’s Planet Positive Beauty Guide helped consumers avoid “greenwashed” products. Everyday sustainability was more accessible, with local recycling schemes becoming the norm. Waterless products were also on the rise, with brands developing new ways to reduce product waste while amplifying the results and efficiency of their beauty formulas. Biotechnology, or “clean chemistry,” played a key role in the sustainable formulation, with brands like Biossance leading the way in creating safe, lab-grown active ingredients.
The Rise of Male Grooming
The male beauty and grooming industry is growing rapidly, with sales expected to reach $81.2 billion by 2024. Lockdowns allowed men to experiment with new products, but it’s also because of a gradual shift in societal norms around masculinity and self-care. Expect more men to enter the market, inspired by male celebrities who have launched beauty and grooming brands. Social media platforms like TikTok and Instagram have allowed men to challenge traditional gender roles and stereotypes.
Diversifying Skincare Narratives
The beauty industry has made progress towards inclusivity, with more brands launched by people of color and authorities using their platforms to challenge injustices and champion equality. Skincare was to be a focus in 2023, with influential aesthetician Dija Ayodele shedding light on how therapists are disadvantaged in treating darker skin tones due to a lack of education in beauty schools and dermatology teaching being presented on white skin. Black medical student Malone Mukwende curated a handbook called Mind the Gap, which presents clinical features on darker skin. Biochemist-turned-beauty entrepreneur Farah Naz also teamed up with a color scientist to develop a more diverse and accurate skin classification system called the Naz-Westland Index, which would enable shoppers to make more accurate purchases of cosmetics.
Blurring Beauty, Health, and Oral Care
Blurring beauty, health, and oral care as distinct categories, with wellness products addressing both beauty and health concerns and oral care marketed for its cosmetic value. “There’s a growing emphasis on holistic health and beauty that considers all aspects of a person’s well-being”
This trend can be seen in the increasing popularity of natural and eco-friendly oral care products that promote good oral hygiene and use safe and gentle ingredients for the environment. Additionally, there is a rising interest in dental beauty procedures such as teeth whitening, aligners, and veneers, which are being marketed as ways to improve oral health and overall appearance.
Overall, these trends reflect a shift towards more conscious and inclusive beauty practices, focusing on sustainability, diversity, and holistic well-being. As we move into 2023, it will be interesting to see how these trends shape the industry and the products we use to enhance our natural beauty.
