It's no secret that the beauty industry is defying gravity...some even say it's Amazon-proof. While the retail sector has been devastated by a record number of bankruptcies and store closures since the rise of the internet, beauty continues to grow in massive numbers. According to Inkwood research, the market is set to grow to 750bn by 2024.
This year's Indie Beauty Expo (IBE) held at Downtown Los Angeles is a prime example of its growth, with more than 180 brands and nearly 800 buyers, influencers, journalists and stockist. Co-founders Nader Naeymi-Rad and Jillian Wright expect press attendees to grow by 27.2 percent (from 1,179 to 1,500); Buyer attendance to grow 38.5 percent (from 1,805 to 2,500) across all of the shows from 2018 to 2019.
While the bottle of Veriphy's 20/20 eye cream I bought at the expo is starting to run low. The trends I saw, seem to have longevity, showing up in retailers all around the world.
Here are a few of the beauty trends with staying power:
1. Your daily dose of "Glow" Takes New Shapes
"Beauty that makes you glow" isn't a new phenomenon. Highlighters, primers, and eyeshadows have long been a staple in a woman's makeup bag. However, the need for a beauty products, "that makes you glow from within" i.e. ingestibles, started dominating the beauty scene in 2015.
Thanks to Indie beauty brand like Vital Collagen, Kalumi, and SkinTe, supplements are no longer the only way beauty gurus can get their daily dose of collagen. At IBE, indie brands showcased their newest lines of collagen products, including flavored protein powders, protein bars, and sparkling collagen teas.
Big box retailers like Sephora, Nordstrom, and Anthropologie definitely took note of their growth into diverse food categories and were chomping at the bit to get them into their doors. Giving these cult favorite products an even larger platform to be celebrated.
2. CBD: The New Collagen - CBD: The new normal
Collagen reigned supreme as a key ingredient at this year's expo, but Cannabis is quickly catching up. With the growing legalization of Cannabis in the US, CBD, has enjoyed an image overhaul as consumers perception of cannabis shifts towards wellness.
Inflammation is the root cause of oh-so-many skin woes from acne to rosacea. Because of cannabinoids' anti-inflammatory and antioxidant properties, using it can reduce puffiness, swelling and even soreness. Many indie brands like Milk Makeup, High Beauty and Kush Queen are incorporating CBD into their new product lines in order to capitalize on the interest of cannabis. The Brightfield Group estimates that the CBD Market will hit $22 million in 2022. At IBE over 14 brands exhibited were CBD or hemp related, up from 3 in 2017. With growth and projections like these, CBD definitely has the potential to be the next big thing in beauty.
3. Fan Favorites Get A Face Lift
After 35 years, America's No.1 - selling zero calorie beverage Diet Coke, updated it's look with sleek new packaging in order to "modernize for a new generation." Many indie brands at the expo seem to be utilizing the same approach, sticking with their signature formulas but taking a bold and innovative approach to their packaging.
Shaffali Skincare debuted its new packaging at IBE LA. Thanks to its recyclable glass bottles and jars product maintain freshness better for longer while being more sustainable for the environment. Its new packaging is more in line with the company's core value of sustainability. Aesthetically, it paid homage to its foundational ingredients - fruits, flowers herbs, and spices. While the feel of the packaging is meant to mimic smooth river stones, intentional for connecting a person to nature and relaxation.
Packaging will continue to play a large part in what draws the consumer in and eventually buy. Let's just say these bottles had us hook, line and ready to hand over our wallets!