Using a proprietary algorithm, Trendalytics, a trend intelligence platform that helps you understand, validate and predict what your customers want, has identified beauty trends that are exhibiting four distinct behaviours: emerging, safe bets, peaking and on its way out.
Emerging trends are trends that are exhibiting emerging behaviour and likely to grow in the next few months; safe bets have been growing for a year and will continue to grow for another year; peaking trends have been growing for a year or more and have reached their peak; and on its way out are a year past their peak and exhibiting declining behaviour.
“Our goal is to help you make more forward-looking decisions by giving you the ability to capitalise on undiscovered trends rather than just jumping on the bandwagon,” Trendalytics said. “[The data] represents not only where the trend is in its lifecycle, but also where it is heading. This will make it easier to invest in the right trends at the right time for your business.”
Below, we round up some trends and key takeaways.
Emerging
Cleansing Oil +31%
Dior Mascara +19%
Green Mascara +18%
Vegan Lipstick +18%
Aftershave Gel +14%
Makeup Melt +14%
Azelaic Acid +13%
Shaving Balm +11%
Rose Makeup +10%
Cactus Water +9%
Safe bets
Snail Mucin +178%
Tubing Mascara +169%
Mini Claw Clip +132%
Tremella Mushroom +89%
Eyeliner Tool +79%
French Tip +78%
Dewy Blush +77%
Tobacco Perfume +74%
Under Eye Patches +60%
Peptide Moisturizer +51%
Peaking
Graphic Eyeliner +34%
Heatless Curling +32%
Low Bun +25%
Alcohol Free Perfume +21%
Non Toxic Sunscreen +18%
Flower Nails +14%
Tan Blush +12%
SPF Setting Spray +9%
High Ponytail +7%
Waterproof Eyeliner +6%
On its way out
Hemp Body Lotion (-30%)
Bare Faced (-31%)
Eye Gloss (-34%)
Laminated Eyebrows (-37%)
Lip Plumper (-42%)
Nude Lipstick (-47%)
Eyeliner Sticks (-47%)
Gua Sha (-48%)
Shimmer Lip Gloss (-57%)
Reverse Cat Eye (-58%)
Key takeaways also included:
Dew you
Garnering 50 million views on TikTok and 368% increase in searches to last year, cleancore is the latest update to minimalist beauty. While it embraces skincare with glazed donut skin (+490% to LY thanks to Hailey Bieber), the dewey aesthetic promotes a natural finish well-suited for the summer months that’s even reflected in the rise of products like lip oil (+156% to LY) and the buzzy miracle balm (+96% to LY) that’s getting more life being used in slicked hair.
Sophisticated siren
The sophisticated siren trend feels natural while embracing a sultry allure that can only be achieved with the magic of makeup. Most notably, siren eyes (+2643% to LY) has become an evening-out favourite, seen on celebs like Megan Fox and Emily Ratajkowski, and complemented by natural hues – like sunset makeup (+97% toLY) – to finish the look. When it comes to hair, an undone aesthetic is key, often achieved by a textured fringe (+371% to LY) cut or the ever- buzzy airwrap styler (+108% to LY).
Kind of kitsch
Thanks to TikTok, unconventional beauty trends are taking off across the platform and into daily life. With renewed opportunities for more dressy occasions this year, we’re seeing revitalised creativity when it comes to styling. Eye-catching metallics like chrome nails (+67% to LY) and tinsel hair (+138% to LY) are key for dressed-up events – and have become a favourite of country pop star Kacey Musgraves – while a style like bubble braids (+93% to LY) can work for every day.