Rising Magnificence Traits from 2021
2020 was a 12 months the place skincare boomed and customers have been excited to attempt new issues, devour academic content material, and hunt down purpose-driven manufacturers.
So what traits rose in 2021? We share an evaluation that reveals three rising magnificence traits that we expect could proceed into 2022.
All under above compares December 2019 – November 2020 vs December 2020 – November 2021, with a purpose to a full year-over-year comparability.
Specificity in various hair care
Numerous hair care – or hair care for folk with curly, wavy, and in any other case textured hair – noticed an increase in 2020. Nonetheless, magnificence pattern knowledge exhibits that influencers posting content material with various hair care phrases has fallen by 26% in 2021.
What’s fascinating is that we’re seeing a simultaneous rise in conversations about particular attributes or challenges for folk with curly, wavy, and textured hair. For instance, extra of us are speaking about hair porosity and particular person hair types (e.g. 2A, 3C, 4).
Hair Porosity Content material Throughout All Platforms:
- +7% energetic influencers
- +608% engagements
- +1159% video views
And, despite the fact that the variety of influencers posting about particular hair sorts has fallen, viewers engagements and video views are nonetheless rising.
Particular Hair Kind Content material Throughout All Platforms:
- -16% energetic influencers
- +127% engagements
- +50% video views
We expect this rising pattern is because of the truth that the period of basic schooling is over. Now, customers are on the lookout for content material and merchandise which can be tailor-made and tackle particular wants.
Skincare zones in on sensitivity
We truly assume this motion from basic schooling to particular drawback fixing might be an overarching theme within the subsequent 12 months. Why? We’re seeing it occur in skincare too.
Delicate Skincare Content material Throughout All Platforms:
- -5% energetic influencers
- -22% engagements
- +21% video views
Much more fascinating, conversations about particular pores and skin circumstances are gaining traction too.
Pimples Content material Throughout All Platforms:
- -20% energetic influencers
- -15% engagements
- +20% video views
Eczema Content material Throughout All Platforms:
- +1% energetic influencers
- +24% engagements
- +106% video views
Rosacea Content material Throughout All Platforms:
- +6 energetic influencers
- -39% engagements
- +7% video views
A few of you could ask the query: why is that this nonetheless a magnificence pattern if engagements are down however video views are up? We expect this may need one thing to do with the unfavorable connotation of those matters. Customers could not “like” a video about having delicate pores and skin, zits, eczema, or rosacea, however they might watch a video to learn to clear up these points.
Pure magnificence components
In response to social knowledge, it seems that influencers and their audiences are fascinated about incorporating magnificence merchandise with extra pure components. Two examples? Ayurvedic and mushroom-based magnificence merchandise.
Mushroom-based Magnificence Content material Throughout All Platforms:
- +12% activated influencers
- +19% engagements
Shiny compared the brand new mushroom pattern to CBD magnificence – stating that they each have a tie to psychedelics and possess atopical (hydrating, anti-inflammatory) and inner (immunity boosting) advantages. However not like CBD, which labored its method slowly up from indie manufacturers, mushroom magnificence appears to have emerged and instantly made it into mainstream magnificence model’s merchandise.
Tip: In case you are seeking to incorporate mushrooms, be sure you dedicate time to researching their historical past! Reishi mushrooms, for instance, are a staple of conventional Chinese language drugs. Paula’s Selection has finished this sort of analysis and acknowledgement properly – test it out in this Instagram post about their Super Hydrate Overnight Mask.
Subsequent, Ayurvedic-based magnificence merchandise.
Content material Mentioning Hair Care Merchandise with Ayurvedic Elements Throughout All Platforms:
- -11% activated influencers
- +338% engagements
- +486% video views
It’s essential to notice that Ayurveda is on no account new – Ayurveda is a conventional Indian system of drugs that “goals to protect well being and wellness by preserving the thoughts, physique, and spirit in stability and stopping illness slightly than treating it”. Once we say it is a “rising pattern” we’re merely noting the latest momentum it has gained amongst mainstream influencers, manufacturers, and social audiences.
There seems to be two basic approaches to Ayurvedic magnificence merchandise — one merely makes use of conventional Ayurvedic components like ashwagandha, barberry, brahmi, cardamomum, kumkumadi oil, chickpea flour, and extra. For instance, Fable & Mane is a hair care model based by Akash Mehta that makes use of ayurvedic components like ashwagandha in its hair and scalp remedy oils. The opposite strategy makes use of these particular components whereas making use of the holistic philosophy from Ayurvedic practices. For instance, some Ayurvedic skincare manufacturers create merchandise tailor-made for particular pores and skin sorts or incorporate important oils to faucet into different senses.
Tip: This pattern is fascinating as a result of it aligns with a number of the different themes we have been seeing in magnificence. Skinfluencers grew to become common as a result of they pulled the curtain again on what particular components do what, Ayurvedic magnificence has that very same academic component. Equally, many manufacturers are interested by how the sweetness business overlaps with self care and psychological well being (e.g. Uncommon Magnificence) — Ayurvedic magnificence has that very same holistic strategy.
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