An analysis of trends in beauty and self-care using the CB Insights NExTT framework.
Wellness continues to be the greatest underlying theme for the trends taking off in beauty and self-care. Consumers are incorporating wellness into nearly every part of their personal care regimen, from taking supplements to trying alternative medicine approaches like Traditional Chinese Medicine.
- Skincare will continue its reign in 2020. As consumers prioritize a longer-term and proactive approach to beauty, look for evidence-based companies to proliferate over “clean” brands.
- Watch for ingestible beauty to gain traction outside the APAC region. Globally, consumers are focused on preventative aging measures as more people view beauty as a reflection of overall health.
- Rising wellness ingredients may overtake CBD in popularity. Large retailers and industry players have tapped into CBD to be “on-trend,” but the category faces regulatory uncertainty and potential displacement from wellness ingredients like adaptogens and nootropics.
- Partnerships with connected devices and wearables can enable personalization. As the future of beauty becomes increasingly tech-enabled, we see opportunity for personal care brands to partner with wearables and apps that track metrics such as fitness, nutrition, and sleep to give a more personalized offering.
In this report, we focus on 15 beauty and self-care trends from our data-driven NExTT framework.
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