In recent years, the world of beauty and makeup has changed very, very much.
To be a beauty brand and to emerge nowadays you have to do something special, whether it’s a particular packaging (and being luxury is no longer an obligation) or a unique texture, the beauty is having its momentum, which has made us even more obsessed with everything that surrounds us but, at the same time, makes us even more careful. As beauty editors and testers of more products on the market that we can, we have perhaps understood something about the newer trends, and we make here a list of them that we will see more and more in the coming years, revealing the future of makeup (maybe).
– MINIMALISM –
Many brands and consumers are now witnesses and spokesperson of this religion: better to have few products, that work well and that are “simple” even in their appearance. We are talking about brands like Glossier or Lixirskin who want makeup to be simple, skincare to be practical and without a thousand steps. They want the packaging to be appealing, but simple, minimal. Nothing classic but cool shapes, little tubes that perhaps are also a little bit vintage but reworked in something as minimal and modern as possible.
The textures here are reinvented, becoming that makeup that you can apply in a hurry with a mirror while you’re on the subway, or that lipstick that you can reapply a second time without even looking at a mirror because the colors are “forgiving,” never too intense, you don’t risk to make mistakes.
But we also talk about a skincare that is simple, with two simple steps you have the same result of a thousand products, without telling lies: the effects are there. Lixirskin is just one example, but we could also talk about the two masks designed by the brand Summer Fridays, one for the night that plumps the skin and one (the famous Jet Leg Mask) that transforms your skin when stressed. Only two products, a super successful brand.
– MULTITASKING –
Not only because we are always in a hurry, but also because we are brought back with time into a world of imagination: multitasking products are fast and also allow creative minds to play.
The charm of having three products and with those being able to make a complete makeup that is effective? Yes, this is also the future of makeup. Products which prove it are, for example, the Lip & Cheek blush by Chanel: with a creamy texture that transforms into a tint, it’s the ideal product to make an eye, lip and cheek makeup. The perfect example is Saorsie Ronan whose makeup for the Oscar Night was made with only one color of the Chanel product, Tender Rose, leaving even the mascara at home.
Other multitasking products that are worth mentioning are Glossier’s Cloud Paint, to be tried absolutely also as eyeshadow, the Olio & Osso stick balm that can be used on lips, cheeks, eyes, but also as emollients and moisturizers for the face, or the new Urban Decay Lo-Fi Lip Mousse that can also be used as beautiful opaque eyeshadows (and of course as a blush). The same thing goes for RMS or Tata Harper, brands that are among the kings of multitasking.
– THE MASK MANIA –
We are talking about cotton or silicone masks, those to be kept on the face for 30 minutes and which make the skin more hydrated, or smooth, with fewer pores or with a lifting effect. Korean masks have been here for at least a few years, but some new types are always developed, invented and perfected with new technologies. But not only: now there is the cotton mask that purifies the face through bubbles that pass between a veil of pure cotton, or there is the primer mask, which you don’t even have to rinse but makes the skin ready for makeup.
One aspect that we may not realize is that the perfect, smooth and uniform skin of oriental women and girls is so beautiful because they apply these types of masks at least 1-2 times a day, not 1-2 a week as we do. And this is what the market is making us understand: in order to have a perfect skin you don’t have to limit yourself.
We must not confuse the skin, however, we must always seek balance, and have fun. For this reason, we believe that the world of masks will increase more and more, with new technologies and new systems that will make us say, “I can’t but try it” and we will have our little wardrobe of masks, one per day, one for each eventuality.
– THE RENAISSANCE OF OILS –
In the world of beauty, there is always more attention on this type of product, which until recently was scary, almost to keep away from the skincare regime, especially if you had oily skin. But now this (obsolete) thought has been cleared and more and more, there will be skincare brands that will focus on oil: the last step of our beauty routine but which also has other uses (and here comes multitasking).
Whether you use it as a moisturizer or to balance the skin, or as a natural highlighter on your skin after makeup or you use it to make the eyelid glossy or as if it were a super moisturizing balm for the lips, the oil has arrived slowly in our life and it’s here to stay. Some oils that really made us fall in love are the Oil Serum of Vinter’s Daughter (there is nothing more natural than this), the Virgin Marula Luxury Facial Oil of the Drunk Elephant (which shares the same love of Glossier for the packaging) or the Restoration Oil of Oskia that can also be used as a makeup primer.
In short, a product that is increasingly having a great influence and that has an unwritten rule: the more natural it is, the better it is, and here we get to the next point.
– THE ETHICAL BEAUTY –
Finally, in recent years, we have not only seen an ever more natural and ethical production change by the brands, but we have seen a revolutionary change in the consumer who prefers to invest in something so good and natural for their skin, but that is also ethical.
A great sponsor of this philosophy is the independent brand Pinch of Color which is the first and only makeup brand that does not use water in its production and does not contain water on its products. Or we could talk about Optiat, a brand that has seen the waste of coffee that is made every day in cafes and decided to use just that for its beauty products: coffee scrub for face and body.
A revolution that we can’t wait to see even in the biggest brands.
– THE FACE OF THE REVOLUTION: THE MAKEUP ARTIST –
If 10 years ago we admired makeup only on the red carpet, not thinking where it came from, and 5 years after that YouTube bombarded us with video tutorials that taught us how to “copy” a trend or a look, now the real power is in the hands of professionals who, almost more than those who wear the makeup, become true stars. We are talking about faces like Nikki DeRoest, famous for perfect eyebrows and modern makeup, or Katie Jane Hughes who has made her way into the world with the more luminous skins in the world. Not to mention the “new” creative director for Estée Lauder, Violette, who with her French allure and her minimal philosophy, has made the brand modern and fresh.
With their strength and influence they teach us a different makeup, a way of seeing beauty that goes beyond being “all beautiful and perfect,” a makeup that teaches us how to value what we have and that, we know, will revolutionize more and more the world of beauty.
– INCLUSION –
Another trend, which also sees fashion as the protagonist, is that of inclusion: not only for the color of the skin, now so many makeup brands are finally including a lot of new foundation and concealer shades, but also gender inclusion. If brands like Nyx, Too Faced or Mac Cosmetics have always demonstrated their openness to all genders, now comes the revolution: even luxury brands are talking about it and not only, they are doing something.
And here we see Chanel launching “Boy,” a new capsule collection. For all the men out there, who love to wear make-up or who would need products more suited to their skin and their needs.
For a makeup signed by inclusion, naturalness, and awareness of our planet.