From the long, wavy hair that became a symbol of the hippie in the 1970s, to the flashy punk rock makeup of the 1980s, beauty trends have always been a reflection of social change. The last decade has been especially rich in such metamorphoses. Here is a list of the main beauty trends of the 2010s according to Vogue.
Beauty by hashtags
Perhaps, beauty bloggers can be called the main phenomenon of this decade – they completely transformed the industry. Anyone who loves cosmetics has seen at least one video of Michelle Phan, a Vietnamese American who has launched her own cosmetics line and beauty box subscription service. Or Filipino Patrick Star – one of the first men in this area, known for his collaboration with Kim Kardashian and MAC Vlogger with Bangladeshi roots Nabila Nur relies on body positivity, and her colleague – American Nikita Dragun – defends the rights of transgender people on her channel. And these are just a few names.
Photo and video filters may be far from reality, but the stars of such major brands as Glossier, Huda Beauty and Milk Makeup have been lit up on social networks thanks to the fruitful work of influencers. Marketing research has been forgotten, now everything is built on the so-called social listening, that is, on the study of what is interesting to users of social networks. “The beauty industry is no longer associated with traditional shops and their counters,” says Claire Varga, head of beauty at WGSN (a fashion and design forecasting company). – Consumers still go to stores to test this or that product, but they prefer to buy online. The ability to turn an Instagram or TikTok account into an online showcase has radically changed the rules of the game. ”
Social networks have also spawned large-scale beauty movements: #onfleek, #iwokeuplikethis, #skinpositivity, #effyourbeautystandards and #iweigh. It’s safe to say that in this decade, hashtags have paved the way for the future of the beauty industry.
“Today, caregivers pay attention to the ethics and sustainability of what they buy, they value transparency, and they demand accurate and reliable information about the product,” Varga says.
“I think the key to success is to offer the customer a fundamentally new solution to an existing problem,” says the founder of the natural cosmetics brand, Tata Harper. “In our case, that meant developing a powerful, effective product that was created without the addition of any toxic or artificial ingredients and that delivered real results.” Many brands, including Tata Harper, are moving away from plastic packaging in favor of reusable and recyclable glass. Attempts by the beauty industry to keep pace with the environmental agenda promise a new revolution in the next decade.
We said no anti-aging
Helen Mirren started the end by appearing on the cover of American Allure in September 2017. The actress was 72 years old at the time, with the headline: The end of anti-aging, our call to the industry.
The magazine then announced that it would no longer use the term “anti-aging,” and the industry followed suit – speaking in a new language addressed to women of all ages. Models in the years began to shoot more often in beauty campaigns, despite the wrinkles.
Cloth mask mania
It seems that it all started with Demi Moore, who posted back in 2011 of her own photo with a cloth mask on her face. Or fans of Korean cosmetics with their endless selfies in the same way.
One way or another, now no cosmetic bag can do without this wonderful product. “Cloth masks became popular thanks to the selfie culture, and then appeared in the assortment of literally every beauty brand,” says Varga. – If cream is a baby boomer product, then masks are millennials and buzzers. Their potential seems to be limitless – with all the variety of materials and ingredients. And there are also masks for the body: for the priests, breasts or pregnant belly. “
Recently, the palette of colors in makeup has significantly expanded, and Rihanna’s Fenty Beauty brand should be thanked for this. At the time of launch in 2017, the range included as many as 40 shades of foundation, since then ten more have been added. Fenty has set the bar high for other brands.
At the presentation, Rihanna said the following: “Foundations are a niche in the beauty industry that discriminates against many women. The middle of the spectrum is worked out perfectly, but if your skin is very pale or, conversely, very dark, there are no options at all. I wanted to satisfy all women without exception. “
“Skinvestment” – an investment in daily care
If you love skincare, then you probably know how retinol differs from vitamin C, you understand the difference between glycolic and hyaluronic acid, and, in principle, are ready to shell out a tidy sum to achieve that very radiance.
“Skin investors do not rely on decorative cosmetics, but on care, generously investing their money and time in it. They are also more susceptible to high-end ingredients and brands developed by scientists or doctors like Dr. Barbara Sturm, Medik8, Dr. Dennis Gross, ”says Varga.
British model Cara Delevingne became the bushy eyebrow ambassador after the Burberry fashion show on the eve of the launch of the House’s beauty line in 2010. They became a catwalk trend, but then went to the people and are not going to leave us.
Semi-permanent microblading, carefully crafted palettes to create a bold, bold boyish look and, of course, everyone’s favorite Glossier Boy Brow mascara – eyebrows turned the rules of makeup upside down.
This decade has turned into a series of high-profile launches of star beauty brands. Let’s take a roll call. Jessica Alba, who launched The Honest Company, a brand of non-toxic household products and cosmetics in 2012 (her revenues were $ 1 billion by 2015, although they have dropped slightly since then). Kylie Jenner, who turned her love of contouring into a true beauty empire Kylie Cosmetics (which, according to Forbes, is now worth about $ 900 million). Or Lady Gaga, who launched Haus Laboratories last September, a vegan brand that is not tested on animals. And of course, Rihanna’s already mentioned brand Fenty Beauty.
Source : www.vogue.ru