“Beauty routines and products will be reshaped by a stronger focus on health, science, sustainability and social justice in the post-pandemic era,” WGSN believes.

Push for progress
“The urgent need for ethical, inclusive and sustainable change will drive consumers to seek out proactive products (and business practices) that make the world a better place. Transparency will be non-negotiable.”

Embracing Frugality
It will be a time of minimalism. Consumers, driven by the environmental crisis, will lighten their routines. They will want to use truly effective products and will prioritize quality (and efficiency) over quantity.

Mastering Wellbeing
Beauty and health will soon become one. According to WGSN, we can expect tomorrow’s cosmetics to combine skincare with mental wellness, for a holistic consumer care.

Tech-ceptance
New technologies and recent advances will contribute to the development of new cosmetic concepts. “Advances will focus on new bioengineered ingredients and improved potency and delivery methods,” WGSN adds.

Intentional Community
Gone are the days of brands imposing their vision of beauty. According to the trend firm, the future will belong to manufacturers who will work in collaboration with their consumers in order to propose a truly adapted and targeted offer. “Users will turn to brands with shared …