From lipstick that CHANGES colour to superfood for your hair – the top beauty trends of 2019 are unveiled (and get set for a backlash against selfie-ready perfection)
- The beauty trends of 2019 have been revealed in a report by global analysts
- Named ‘it’ lips and lipstick that changes colour according to your pH levels
- Holistic skincare products from China and statement packaging will also rule
- Experts predict a backlash against ‘conventional beauty’ which ruled 2018
Facial rollers, clay masks and every kind of glitter make-up may have defined 2018, but there’s a whole raft of quirky new beauty trends waiting in the wings for the year ahead.
Global data analysts JWT Innovation has revealed the top trends we can expect to see next year, including holistic skincare brands from China making their way across the globe, and ‘superfood’ ingredients for hair.
Following a year which saw Kylie Jenner’s lipkits land her the position of youngest female ‘self-made’ millionaire on the Forbes Rich List, lips are set to continue to dominate the beauty industry in 2019.
As well as lipstick that changes colour according to your skin’s pH levels, the statement ‘it’ lip will also feature heavily.
And with the uber-perfect ‘Barbie’ look prominent in the world of selfies, experts predict a backlash- with ‘grotesque’ beauty emerging among influencers, and pubic hair grooming products breaking taboos.
Meanwhile in the world of influencers, virtual models are set to become more common, while an environmental edge sees companies pledging to use less water in their products.
Here, Lucie Greene, Director of JWT Innovation tells Femail what trends will rule 2019.
Colour-changing make-up such as Winky Lux’s lipstick (seen) which goes on clear but transforms into a pink shade according to your lips’ pH balance will be among the beauty trends big in 2019
‘As a new beauty product can live or die by its success on Instagram, brands are creating makeup and cosmetics that have a fun-to-use, exhibitionist element.
‘Lately, they’ve been zeroing in on formulations that have a transformative, color-changing effect, whether that’s achieved through layering with other products or in reaction to the skin’s pH.
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Lipstick Queen, a company founded by beauty industry veteran Poppy King, counts transformative lip colors among its bestselling products.
Since launching Frog Prince in 2015 —a lipstick that’s green in the tube, then transforms into a sheer rose—the brand has unveiled a rainbow of color-changing formulations.
Various brands have followed suit with color-changing products of their own, including Winky Lux’s Watermelon Jelly Balm, which goes on clear but turns pink on the lips, with the exact tone depending on the wearer’s pH levels.
The idea is moving beyond lips, with contract cosmetic manufacturers developing a wider selection of makeup products that employ color-changing elements.
At the 2017 MakeUp in Paris trade show, Italian manufacturer Crystal Moda showcased Color Perfection Pigment, drops that are designed to be blended with foundation to make its undertones more beige or more pink, to suit different wearers’ complexions.’
Lipstick Queen, a company founded by beauty industry veteran Poppy King, counts transformative lip colors among its bestselling products. Frog Prince (seen) is a lipstick that’s green in the tube, then transforms into a sheer ros
Superfood ingredients have migrated into skincare products, and now they’re making their way into haircare, too. One food-inspired haircare launch that created a splash in 2018 was Briogeo’s Be Gentle, Be Kind range, formulated with ‘superfood-infused cleansers
‘Superfood ingredients have migrated into skincare products, and now they’re making their way into haircare, too.
Andrew McDougall, a global haircare analyst at Mintel, comments that ‘as consumers become more aware of the ingredients they eat, drink, or use for beauty purposes, interest in natural and food-based ingredients is rising,’ adding that food ingredients rich in antioxidants can position hair products as protecting against the effects of pollution—a pressing beauty concern among global city-dwellers.
One food-inspired haircare launch that created a splash in 2018 was Briogeo’s Be Gentle, Be Kind range, formulated with ‘superfood-infused cleansers.
Elsewhere, the much-touted benefits of apple cider vinegar are blended into DP Hue’s ACV line for colored hair, with the brand’s Apple Cider Vinegar Hair Rinse designed to remove impurities from colored hair without stripping its protective oils.’
The ‘it’ lip
‘It lips’ are big for 2019 and are increasingly becoming a new creative canvas for makeup influencers, thanks to Rihanna and Kylie who have highlighted statement lips to their loyal fan base
‘Lips are increasingly becoming a new creative canvas for makeup influencers.
MAC and Korean Vogue have partnered on lip features, exploring elaborately graduated candy pinks laden with gloss.
Makeup artist Kanako Takase has also been experimenting with various lip embellishments.
During New York Fashion Week she created punkish, marbleized lips with blue flecks atop high clear gloss for the Eckhaus Latta spring/summer 2019 show; for a shoot in September 2018’s V Magazine she used metal rings and other trinkets to create dramatic lips.
Pat McGrath Lip Fetish lipsticks and Kylie Lip Kits had a lot of anticipation and quick sellout rates and lip filler has become one of the most popular non-surgical procedures among millennials and the next generation.’
Brands are bringing newness to beauty packaging by taking their cues from tech, employing swiping and scrolling gestures to make their products stand out. Popular brand Glossier has incorporated a swipe gesture into the packaging for their You Perfume Solid
‘Brands are bringing newness to beauty packaging by taking their cues from tech, employing swiping and scrolling gestures to make their products stand out.
Popular brand Glossier has incorporated a swipe gesture into the packaging for their You Perfume Solid.
This balm version of the fragrance is housed in a pale pink, weighted metal compact, which the brand says is designed to ‘fit the curve of your palm and thumb’ and open and close ‘with an addictively flippable hinged swivel.’
This swiping motion echoes the way in which consumers are used to flipping through their smartphone content.’
Brand Glossier has a logo and simple graphics make it eye-catching, and includes stickers with each purchase that can be used to decorate and personalise the packaging, which will be big in 2019
‘In the age of Instagram, product visuals are becoming just as enticing as the products themselves.
Social media has a huge impact on beauty purchases with 72 per cent of Instagram users have made a beauty or style-related purchase after seeing an item featured on the platform.
To stay relevant in this visually driven environment, brands are prioritizing package design and developing original, attention-grabbing packaging as a central part of their marketing strategy, creating unique package interactions.
Brand Glossier has a logo and simple graphics make it eye-catching, and includes stickers with each purchase that can be used to decorate and personalise the packaging, which then, of course, can be shared on Instagram.
Kylie Cosmetics, the viral beauty brand from the youngest member of the Kardashian-Jenner clan, has also focused its brand experience heavily on packaging design. The reality star is no stranger to the importance of visuals and social media and takes to Instagram regularly to promote her products. Her 2018 Halloween-themed release featured 3D packaging for a novel interaction.’
In China, a powerful, emerging beauty market is beginning to rewrite the rulebook for cosmetics brands altogether- referred to as C- Beauty
‘Consumers have traded in the glittery serums and cute packaging popularized by K-Beauty (an umbrella term for skin-care products that derive from South Korea) for a more refined, centuries-old approach to holistic skincare that defines J-Beauty (products from Japan).
But in China, a powerful, emerging beauty market is beginning to rewrite the rulebook for cosmetics brands altogether- referred to as C- Beauty.
Little more than a few decades ago, beauty and skincare were reserved for China’s elite few.
But today, the market is one of the fastest growing in the world, with makeup sales soaring in value by 30 per cent in 2017, according to Kantar Worldpanel.
Local beauty brands are redefining lifestyles through creative collaborations. Shanghai-based skincare label Pechoin is nearly a century old, but it’s finding a younger following thanks to millennial-friendly design and storytelling through its partnerships with HeyTea, a hip beverage company with major social media clout.’
Driven by sustainability concerns, brands are looking to reduce and even eliminate water from their products and production processes. L’Oréal has committed to reducing 60 per cent of water consumption per finished product by 2020
‘Driven by sustainability concerns, brands are looking to reduce and even eliminate water from their products and production processes.
L’Oréal has committed to reducing 60 per cent of water consumption per finished product by 2020, compared to the amount used in 2005, and Unilever has launched a water-smart initiative which aims to develop products across its brands that reduce its water footprint.
Beauty parlours are also embracing going waterless. For instance, New York-based nail salon chain Glosslab makes a point of ‘going dry’ and offers waterless pedicures, explaining that water is a breeding ground for bacteria.’
Brands are breaking the silence on vaginal grooming, with Fur and Lady Suite are bringing attention to vaginal health with oils formulated specifically to moisturize and soothe sensitive pubic skin
‘Brands are breaking the silence on vaginal grooming and erectile dysfunction.
The intimate skincare market is exploding, with indie brands like Fur, Lady Suite, Bawdy and Anese normalizing the nether regions. According to WGSN, the intimate-health industry is set to grow 7.2 per cent by 2024, reaching $35.3 billion.
Fur and Lady Suite are bringing attention to vaginal health with oils formulated specifically to moisturise and soothe sensitive pubic skin, especially after hair removal, and to prevent ingrown hairs and soften pubic hair.
This frank approach is being adopted in the men’s grooming arena as well, with brands such as Hims and Roman embracing an open discussion around erectile dysfunction.’
In a backlash against the traditional notions of conventional, pristine beauty, artists and influencers are exploring a darker side by hacking the human form, and unconventional expressions of beauty are set to dominate 2019
‘In a backlash against the traditional notions of conventional, pristine beauty, artists and influencers are exploring a darker side by hacking the human form.
‘Men and women are starting to step totally outside the prescribed ideal aesthetic into something much more about self-expression,’ Alexia Inge, co founder of online beauty store Cult Beauty, tells the Innovation Group.
‘They’ve been through three years of digital makeup education, from the basics to layering and detail, and now they’re starting to experiment.’
‘Beauty is not looking its normal self as bold new forms of self-expression transform it into something daring, unusual, grotesque—and beautiful. What beauty represents is being redefined and brands need to take note of the ‘imperfect’ aesthetic highlighted by a subculture of experimental artists.’
An army of virtual models was summoned by luxury fashion house Balmain in summer 2018 as brands turn to computer-generated (CG) personalities for inspiration, a presence that is set to be big in 2019
An army of virtual models was summoned by luxury fashion house Balmain in summer 2018 as brands turn to computer-generated (CG) personalities for inspiration.
In collaboration with British artist Cameron-James Wilson, Balmain has introduced three new CG members to front runways and campaigns.
The Balmain Virtual Army includes Shudu, aka ‘the world’s first digital supermodel’, Margot and Zhi.
‘The idea of computer-generated models or celebrities we have seen in the last five years or so,’ Bunny Kinney, editorial director at Dazed Media said. ‘Now it’s more prominent and it’s an exciting development in culture.’
Elsewhere Dazed Beauty recruited popular virtual artist Lil Miquela as its contributing arts editor in October 2018. ‘
Lil Miquela has established her presence in the fashion and beauty world since she was created in 2016.
She has collaborated with Prada and Chanel, among other brands, had garnered over 1.5 million Instagram followers as of November 2018.’
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