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Trend Oct 31, 2020 5 min read

Must-know beauty trends

Rounding out October with a briefing on the latest beauty trends and news across the market this month.

beauty trends

What’s happened across the beauty industry this month? Get up to speed with the trends shaping this market.

A compilation on the latest trends in the beauty, skincare and color cosmetics market every month, along with news and other points of interest to keep your eyes on.

Looking to get more insights into the beauty market? Reach out to one of our retail specialists today.

The top trends

1. Beauty recycling becomes more mainstream

Nordstrom has become the first major retailer to offer a beauty recycling initiative for all brands. Announcing its recycling partnership with TerraCycle at the beginning of the month, customers can recycle empty beauty products in store regardless of the brand or where they were purchased.

John Lewis also reopened its BeautyCycle scheme this month, where members will receive £5 off their next beauty purchase in store when they recycle five empty beauty products. Up to date, the retailer reports over 30,000 members have taken part, saving over 149,000 products going to landfill.

beauty trends
Nordstrom Beautycycle
Image via Nylon

2. Live shopping gains traction

In 2019, live stream shopping generated an estimated $61 billion in China, but the trend has been a little slower to get off the ground elsewhere.

However, technological advancements in this field are proving to be successful tools for brands eager to experiment. Back in July, L’Oreal Malaysia hosted a 12-hour virtual beauty festival on Facebook. Reaching over 2.6 million people, the event brought in one month’s worth of online sales in just 24 hours. Alongside the live stream, customers could purchase products through recommendations with a beauty advisor via Messenger.

Beauty brands such as Flawless by Gabrielle Union and Honest Beauty have also started experimenting with Amazon Live, partaking in Amazon’s Beauty Haul Live at the end of September. With Instagram also rolling out more shopping capabilities, we expect to see even more brands begin to experiment with live streaming and video shopping.

beauty trends
L’Oreal Facebook Live
Image via Facebook

Sustainability and clean updates

• Boots has become the first UK high street retailer to eliminate 2,020 tons of plastic from its Christmas gift ranges. The retailer is also partnering with BBC Earth for a CarbonNeutral® gift collection of bathroom presents. The retailer expects conscious gifting to be big this Christmas, after eco-friendly searches on the website have grown by almost a third over the last year.

• California has passed the Toxic-Free Cosmetics Act, making it the first state to establish a ban of 24 ingredients from beauty and personal-care products.

• Aēsop is set to collaborate with fashion brand Raeburn for a collection dropping in January 2021.

• Ulta Beauty launched its Conscious Beauty initiative back in July and teamed up with clean beauty company Credo on a Credo Clean Standard collection this month.

• L’Oreal has teamed up with Total and LanzaTech to create the first plastic shampoo bottles made from carbon emissions and hopes to use the sustainable material in its bottles by 2024.

• In South Korea, cosmetics giant AmorePacific Corp has opened a refill station for shampoos and body washes.

Diversity & inclusivity updates

• Avon has launched a new competition, Beauty in Colour Start Up, open to women of color in the UK. The winner will receive a £20,000 grant and mentorship, alongside the opportunity to develop and distribute product through Avon.

• MAC Cosmetics announced that over the next 10 months it will be investing £100,000 to local UK organizations, charities and creators as part of its ongoing commitments to equality and inclusion. It will also fund a creative scholarship to minority students in the fashion industry.

• In New York, the pink tax ban has come into effect, banning gender-based price discrimination. The ban covers everything from goods such as deodorant and razors, to services like hairdressing.

• SheaMoisture launched a new campaign It Comes Natural to celebrate Black entrepreneurs, including a million-dollar fund to support BIPOC entrepreneurs affected by COVID-19.

• Sephora has launched a six-month incubator program, hosting eight to 12 founders “whose products range from hair-care to fragrance to skincare.”

• Birchbox teamed up with Brown Girl Jane on its #BrownGirlSwap campaign, which encourages customers to switch five of their products for Black-owned beauty brands.

• Lush is launching a new afro, vegan haircare range. The six new products include two conditioners, a co-wash and three styling products.

beauty trends
Birchbox x Brown Girl Jane
Image via Birchbox

Keep an eye on

Emerging trends and key opportunities to watch in the months ahead:

Lactobionic acid

This exfoliating acid is the next skincare ingredient buzz for its plethora of uses from masks to toners.

Body care

This month, female razor brand Flamingo expanded into body care and Glossier dropped two new items to its Body Hero range.

Sleep spray

According to Spate, searches for sleep spray are up 23% since last year, with This Works pillow spray a consumer favorite.

Wellness & health

Kosas has seen a 151% YoY surge in the size of its influencer community, suggesting the brands expansion into wellness is paying off.

More beauty news this month

• Twitter released its first ever #TwitterBeauty report. Findings showed that there was a “23% increase in conversation around natural beauty” in the first six months of 2020.

• Revlon is putting more marketing spend in TikTok.

• CVS will start labeling all of its photoshopped beauty brand images.

• MAC Cosmetics is partnering with Postmates for same-day delivery.

• Next opened its first beauty & home store in Watford.

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