Top Makeup & Cosmetic Trends of 2022 & 2023
Waterproof Foundation
A waterproof foundation is a foundation that is designed to be resistant to water and sweat. The foundation is often marketed as being ideal for use in hot weather or for people with oily skin.
Foundation Stick
A foundation stick is a type of foundation that is in the form of a stick. The foundation is applied directly to the skin, and is said to provide medium to full coverage. The stick form is said to be easy to use and to provide a natural finish.
Russian Manicure
The Russian Manicure is a type of nail art that is characterized by using a matte top coat over a glossy nail polish. The look was made popular by Russian social media stars, and has since gained popularity in other parts of the world.
Gel X Nails
Gel X nails are a type of artificial nail that is made from a gel material. The nails are applied by a professional and are said to be more durable and natural-looking than traditional acrylic nails.
Bronzer Stick
A bronzer stick is a type of makeup that is used to give the skin a bronzed appearance. The stick is applied directly to the skin, and is said to be easy to use and quick to blend.
Liquid Eyeshadow
Liquid eyeshadow is a type of eyeshadow that is applied with a brush and is meant to be used on the eyelids. The product is typically made with a water-based or silicone-based formula and can come in a variety of colors.
Lash Vending Machine
A lash vending machine is a machine that dispenses individual lash extensions. The machine contains a variety of different lash styles and colors, and customers can select the extensions that they want to purchase.
Liquid Blush
Liquid blush or cream blush is a type of blush that is applied with a brush and is meant to give a natural-looking flush to the cheeks. It lasts much longer and blends more easily into the skin than powder blush.
Lip Plumper
Lip plumpers are products that are meant to make the lips appear fuller and more voluptuous. The products typically contain ingredients such as peptides, collagen, and hyaluronic acid that are said to help stimulate the production of collagen and elastin.
Under Eye Patches
Under eye patches are patches that are applied to the under eye area to help reduce the appearance of dark circles and puffiness. The patches are often made of fabric or gel and are said to help improve blood circulation and reduce inflammation.
Cream Bronzer
A cream bronzer is a type of bronzer that is applied with one's fingers. The product is meant to give the skin a sun-kissed look and is often used to contour the face.
Highlighter Pen
A highlighter pen is a type of pen that is used to highlight text in a document. The pen has a translucent ink that makes the text stand out against the background.
Microlinks
Microlinks are hair extensions that are small and thin. They are meant to be discreet and are often used to add volume, color, and length to hair. Microlinks are attached to hair using a special tool and a small amount of adhesive.
Statement Eyes
Statement Eyes is a trend where people are using makeup to create a dramatic, attention-grabbing look. This often involves using bright colors and bold patterns on the eyelids.
Skin Tint
A skin tint is a type of foundation that is designed to give the skin a natural-looking tint. The tint is meant to even out the skin tone and cover up minor blemishes. Skin tints often come in light, medium, and dark shades to match a variety of skin tones.
Hair Styling Powder
Hair Styling Powder is a powder that is meant to be used as a styling product. The powder is said to add volume and texture to hair, and to help keep hair in place throughout the day.
Lip Flip
Lip Flip is a non-surgical cosmetic treatment that is meant to make the lips appear fuller and poutier. The procedure is achieved by injecting Botox into the top lip to help define the cupid bow and provide the desired lip shape.
Powder Brows
Powder Brows is a new trend in eyebrow makeup in which the eyebrows are filled in with a powder instead of a pencil or a gel. The powder is said to give a more natural look and last longer than other types of eyebrow makeup.
Lash Fan
Lash fans are a new trend in eyelash extensions. The fans are made of multiple lashes that are attached to a thin strip. The fans are applied to the eyelashes one at a time, giving a fuller, more voluminous look.
Ombre Brows
Ombre Brows is a makeup trend where the eyebrows are gradually darkened from the inner to the outer edge. The look is meant to give the appearance of fuller, more natural-looking eyebrows.
PDO Thread Lift
A PDO Thread Lift is a minimally invasive procedure that uses threads to lift and tighten the skin. The threads are made of a biodegradable material that is absorbed by the body over time. The procedure is said to be less invasive and have a shorter recovery time than traditional surgery.
Lash Lift
Lash Lift is a new beauty treatment that lifts and curls the lashes using a silicone shield and a perming solution. The treatment is said to last up to six weeks and can be combined with lash tinting for a more dramatic look.
Tanning Drops
Tanning Drops are a new product that is designed to allow for a gradual and even tan. The drops are said to be easy to apply and to create a natural looking tan.
Trend Highlight – The Rise of Lash Fans
A look at Alibaba shows an interesting trend: Because the supply chain and tooling for many of the components is similar for lash fans and other fan products, many overseas manufacturers simply pivoted their resources and started pitching their new lash fans to an entirely new audience of beauty salons and aficionados.
Consumer products often go through a phase where they're driven by new technological possibilities, followed by a phase where the main driver is price discrimination. Mini fridges then beauty fridges, jigsaws then massage guns, zero carb bread then keto bread, among others.
And as new lash fan sellers enter the market, a clever pricing strategy is becoming more popular. In many Asian cultures, 8 is a particularly lucky number and a number of top selling lash fans are priced at $8.88 as a way to market to this audience. This works because 42% of salons in the US are owned by Asian immigrants, especially from Vietnam and China.
Lash fans are small, handheld fans used in salons and at home to speed up the drying process for nails, lashes, and other cosmetics. Historically, handheld fans in general were powered by AA batteries. As Lithium-Ion batteries have gotten smaller and cheaper—and as smartphones have made USB chargers ubiquitous—handheld fans switched to the new battery technology. This doesn't just make the fan slightly more affordable and easier to use; it actually changes who captures the economics of usage. If a fan uses replaceable batteries, high usage means more revenue for Duracell and Energizer. But when the fan's battery is rechargeable, high usage wears the battery out, so the fan has to be replaced, meaning that the recurring revenue accrues to the manufacturer.
Trend Highlight – The Massive Lash Industry & The Rise of Lash Lifts
Mascara sales are declining as younger brands that cannot climb over the high hurdle to produce the product are launching overlapping products in an attempt to get their share of the global eyelash market.
At $8.1B in 2017 sales, the mascara category is the largest in beauty and represents 4% of spend. Despite the huge opportunity, R&D to create mascara is extremely expensive and time consuming, well beyond the capability of new companies. Glossier took 3.5 years to launch their mascara product, taking 248 formulations to get it right. Even Kylie Cosmetics, one of the fastest growing beauty brands in history, took four years to launch their first mascara product.
Rather than avoiding eyelashes altogether, younger brands are pushing products like lash lifts, lash tinting, and the better-known lash extensions.
With lash lifts, the eyelashes are set curled up for 10 minutes. The glue is then removed and the eyelashes stay bent upward for up to 6 weeks, removing the friction for consumers who would otherwise apply mascara every day as part of their morning routine. They also can achieve a natural look by avoiding product in their eyelashes.
As with any industry, changes in consumer behavior create new product opportunities - searches for "oil free mascara" (compatible with lash extensions) are also gradually growing.
