2023 has confirmed to be a 12 months of transformative magnificence tendencies. It appears magnificence influencers are going for extra demure seems, swapping in style black make-up merchandise for extra subdued brown hues. Manufacturers like Fenty, Glossier, and ILIA Magnificence have taken the highlight, catering to extra pure seems which have captivated magnificence influencers and catapulted the recognition of those new magnificence tendencies.
All information under compares Jan 2022 – Dec 2022 vs Jan 2023 – Dec 2023, with the intention to get a full year-over-year comparability.
6 Rising Magnificence Influencer Tendencies
Magnificence Influencer Development #1: Pores and skin Tint Basis
Light-weight and breathable whereas offering a extra pure look than generally seen with full-coverage foundations, pores and skin tint foundations have been one of many greatest magnificence tendencies all through 2023. A few of the most talked about merchandise come from Fenty’s Eaze Drop Blurring Pores and skin Tint, Glossier’s Perfecting Pores and skin Tint, and Ilia’s Tremendous Serum Pores and skin Tint.
Content material mentioning pores and skin tint basis throughout all platforms, evaluating 2023 vs 2022:
- +43% mentions
- +43% engagements
- +133% video views
“The Clear Magnificence Class as a complete is on the rise as customers search for their merchandise to do extra. In contrast to some conventional foundations — the place the primary draw is sweet protection — pores and skin tints permit customers to realize any look whereas additionally doing extra for his or her pores and skin. Sure, they supply good protection, however additionally they usually embody skincare advantages and excessive worth elements like SPF. Shoppers additionally love that pores and skin tints are versatile! Anybody can make the most of them of their routine, whether or not they’re a minimalist, or a maximalist, and so they work for people of all ages and pores and skin sorts.” — Samantha Hofherr, Influencer and Partnerships Supervisor at ILIA Magnificence
Magnificence Influencer Development #2: Hair Oiling
Hair oiling is the farthest factor from a brand new magnificence follow, with the traditional Ayurvedic ritual having roots that date again to 1000’s of years in the past. Nevertheless, it has not too long ago been trending throughout TikTok and the mainstream magnificence world due to magnificence influencers. The go-to manufacturers most talked about embody K18, Fable & Mane, Gisou, and Kerastase.
Content material mentioning hair oiling throughout all platforms, evaluating 2023 vs 2022:
- +26% mentions
- +197% engagements
- +160% video views
Magnificence Influencer Development #3: Brown Mascara
Leaning into the “off-duty”, too-cool-to-care magnificence seems which might be trending heading into the autumn season, brown mascara is a much less intense and extra informal various to black mascara that has been surging in reputation amongst magnificence influencers. Continuously talked about manufacturers embody YSL, Too Faces, and Dior.
Content material mentioning brown mascara throughout all platforms, evaluating 2023 vs 2022:
- +278% mentions
- +362% engagements
- +420% video views
Magnificence Influencer Development #4: Hygiene Procuring Hauls
Magnificence purchasing hauls have been a long-time in style content material development throughout social media. Not too long ago, a brand new variation has emerged – hygiene purchasing hauls – the place magnificence influencers go purchasing for self care necessities like physique care merchandise, multivitamins, and female care merchandise. Goal is the most well-liked location selection with Walmart and Sephora additionally exhibiting up a number of occasions in high posts.
Content material mentioning hygiene purchasing throughout all platforms, evaluating 2023 vs 2022:
- +130% mentions
- +366% engagements
- +288% video views
Magnificence Influencer Development #5: Brown Lip Liner
Eye make-up isn’t the one space the place chocolate hues are trending, with brown lips changing into one of many greatest magnificence tendencies seen at New York Style Week. Brown lip liner particularly has seen a surge in magnificence influencer chatter throughout social not too long ago.
Content material mentioning brown lip liner throughout all platforms, evaluating 2023 vs 2022:
- +11% mentions
- +113% engagements
- +144% video views
Magnificence Influencer Development #6: Hailey Beiber and Latte Make-up
One of many greatest magnificence tendencies of 2023, the latte make-up craze took off after Hailey Beiber first talked about the development in July, posting a brief video on TikTok and a picture carousel submit on Instagram. As magnificence influencers hopped on the brand new magnificence development, social exercise peaked shortly thereafter, and expectedly started to slowly drop within the following months to average ranges. Nevertheless, in September there was a slight bump in exercise and social exercise has been secure since, indicating that maybe this development will stay for fairly a while.
Study extra in regards to the beauty influencer tendencies and techniques that we noticed being utilized by a number of the high magnificence manufacturers and wonder influencers in our 2023 Beauty State of Influence report.
