Top Makeup & Cosmetic Trends of 2023
Our hand-picked collection of the top makeup & cosmetic trends of 2023. The topics in this report on today’s emerging makeup & cosmetic trends are selected for their high growth across sites including Google, TikTok, Instagram, Reddit, Twitter, YouTube, and Amazon. Read more about how we track global trends.
Bronzing drops are a liquid makeup product that is meant to give the skin a tan or bronzed glow without the sun damage. The drops are said to be especially beneficial for those with fair skin, as they add a natural-looking glow without making the skin look orange or muddy. … Read more
Lip oil is a type of oil that is meant to be applied to the lips for moisturization. The oil is often made with natural ingredients such as coconut oil, vitamin E, and shea butter, and can be used alone or over lipstick. … Read more
A blush stick is a type of blush that is in the form of a stick. The blush is applied directly to the cheeks to create a natural-looking blush, and is said to be easy to use and long-wearing. … Read more
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. … Read more
Serum For Dark Spots
Serum for dark spots is a type of serum that is meant to be applied to the skin to help lighten dark spots. The serum is often made with ingredients such as hydroquinone, kojic acid, and vitamin C which are known to be effective in fading dark spots. … Read more
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. … Read more
Nano brows are a type of eyebrow treatment that uses a tiny blade to create very thin and precise hair-like strokes. The treatment is said to be long-lasting and give a more natural look than other brow treatments. … Read more
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. … Read more
Lip serum is a type of makeup product that is meant to be applied to the lips. The serum is said to moisturize and protect the lips, as well as improve the appearance of wrinkles and lines. … Read more
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. … Read more
All In One Makeup
All In One Makeup is a type of makeup that is designed to do it all. The makeup is meant to provide coverage, color, and shine all in one product. This can be a convenient option for people who are looking for a quick and easy makeup routine. … Read more
A hydrating concealer is a type of concealer that is designed to hydrate the skin while hiding blemishes and dark circles. The concealer is typically made with ingredients like hyaluronic acid and vitamin B5 that help to nourish and hydrate the skin. … Read more
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. … Read more
Lash shampoo is a type of shampoo that is designed to cleanse and condition the lashes. The shampoo is meant to remove mascara, eyeliner, and other eye makeup products. It is also meant to add moisture and nutrients to the lashes to help them grow and stay healthy. … Read more
A makeup fixer is a product that is meant to be used after makeup is applied in order to set the makeup and prolong its wear. The fixer is often a spray that helps to keep the makeup from smudging or fading. … Read more
All In One Pencil
An All In One Pencil is a pencil makeup product that can be used as an eye brightener pencil, contour pencil, highlighter, primer, or concealer. It is typically cream-based and made with a blend of mineral oil and coco-glycerides. … Read more
Wispy lashes are a type of eyelash that is thin and light in weight. They are often used to create a natural look and are popular among people who want to avoid a dramatic look. … Read more
Brow Styling Soap
Brow styling soap is a type of soap that is meant to be used to clean and style the eyebrows. The soap is said to help remove excess oils and product build-up, while also providing a conditioning effect. … Read more
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. … Read more
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. … Read more
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. … Read more
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. … Read more
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. … Read more
Trend Highlight – Why Bronzing Drops Are So Popular
Consumers are increasingly able to avoid embarrassment. We can now get drugs online without facing a doctor, work out online without being seen in the gym, and ask someone out online without leaving our house.
Meanwhile, terms like "gym anxiety" have exploded in popularity with over 9B views on TikTok: gyms are a wide open space with lots of mirrors and many opportunities to do the wrong thing, or simply to get unwanted attention.
Tanning is the latest place some consumers are feeling more anxious. They don’t want to get caught at a tanning salon because some increasingly see it as “cheating” and unhealthy. In fact, the U.S. government also doesn’t want consumers going to tanning salons. Similar to cigarettes, the U.S. government instituted a 10% tax on all tanning salon revenue as a result of the health ties to cancer, partly as a way to discourage usage.
There’s also increasing concern about being seen at tanning salons, as more and more beauty salons try to post photos of their clients on their social media pages. Thousands of threads on Reddit and other forums center around how salons increasingly take photos of clients, for marketing purposes, without asking. Others offer a discount in exchange for letting them take before and after photos.
Home tanning solutions are consequently on the rise and bronzing drops, a cosmetics that’s like a temporary facial tan, are surging in popularity and sales.
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.
Trend Highlight – The Increasing Popularity of Lash Technicians
The rising interest in becoming a lash technician in beauty salons (a "lash tech") highlights that, as with any trend, there comes a full range of related businesses that can rise out of it.
When, for example, Americans started getting into yoga en masse years ago, savvy entrepreneurs could get into the market by dropshipping yoga mats, selling yoga e-books, or launching certification programs for yoga instructors, among countless other businesses.
With interest in eyelash treatments such as lash lifts, lash tints, and lash extensions soaring 32% year-over-year within the beauty industry, new companies are stepping up to provide these services, creating more demand for lash techs — and certification classes — in the process. This expansion is also helped by the fact that the category's main competitor, mascara, is difficult and expensive to produce, prompting some younger cosmetics brands to avoid it entirely.
The decline of mascara and growth of eyelash treatments and false lashes can be largely traced back to social media, where long, flawless lashes are the norm among beauty influencers and celebrities. To achieve the same look (and avoid the mess of mascara), consumers are willing to pay upwards of $100 per month for professional lash extensions. When they do, they also become walking billboards for the service, potentially inspiring friends and followers to try it themselves, further fueling interest in the category and more opportunities for a variety of associated businesses.
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 Rising Popularity of Lash Shampoos
At over a whopping $8B in 2017 sales, mascara is the largest category in beauty and represents 4% of all 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, lash extensions, and now lash shampoo.
Lash extensions are usually applied in salons, and since salons want repeat customers, they try to ensure the extensions are maintainable. While eyes naturally keep themselves clean, artificial extensions don't and tend to get damaged or grimy over time. Lash shampoo is a specialty shampoo designed specifically for the area around the eyes
One of the top lash shampoo brands sells wholesale to salons and even includes a guide on how to upsell customers on doing a lash shampoo treatment, replete with suggestions on how to counter objections from customers.
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