As we are ready to say goodbye to 2022 and hello to 2023, many beauty professionals and beauty enthusiasts alike will be wondering what is on the horizon for 2023? How will people choose to attend to their skin and what products will they use to do so? Also, who will be most interested in taking care of their skin as a demographic? Here we will explore some of the skincare movements experts are expecting to see more of.
Skinimalism is a term which was coined to describe a movement where people try to save themselves time and money by caring for their skin in the most efficient way possible by avoiding unnecessary, excess products. Now, what is and isn’t necessary will differ from person to person based on their skin’s necessities as well as their interpretation of “skinimalism.” This is a sharp reversal in the movements of the late 2010’s which saw people proudly displaying extensive skincare collections on social media which often included cleansers, toners, moisturizers, exfoliators, creams and serums. Now, the idea is to get back to basics where many people simply stick to a routine such as a good cleanser and moisturizer. Even many dermatologists agree that this skinimalism movement is probably beneficial in the long run as using extensive amounts of products is really just a way to potentially expose yourself to a large number of skin irritants. For this reason, 2023 is likely to see a continuation and acceleration of the skinimalism movement.
INTERNATIONAL BRANDS, LOCALLY SOURCED PRODUCTS
One thing which is not new is the fact that people like to see that the products they are using, be it beauty products or otherwise, were manufactured in their home country. Some people like this because they believe the quality of products made in their country are superior to foreign products; while others simply appreciate the implication that they are helping their local economy by buying products which fit this geographical criteria. Whatever the reason, this consumer preference seemed at odds with large beauty brands who sold the same, consistent product in all parts of the world. Because of this, smaller start-up beauty brands found success in the “locally manufactured” niche where it had seemed bigger brands couldn’t take advantage of the opportunity this consumer preference created. That was true until recently. Now, what is new, is the fact that large beauty brands have circled back to offer multiple variations of their products based on locally-sourced products and geographically-specific preferences. This also appeals to the environmentally conscious consumer as making beauty products, or any products, from raw materials which were obtained close by eliminates the pollution that the mass transit of goods causes. Because of this, we are likely to see more and more large brands focusing on customizing their sourcing and manufacturing habits to accommodate different regions.
MORE DIRECT TO CONSUMER SKINCARE BRANDS
Direct to consumer skincare brands have increased steadily ever since the internet and ecommerce platforms gave skincare product creators the ability to sell their products effectively without having to make it onto the shelves of Walmart or another big box store. However, in 2023 and beyond, there are more reasons to expect direct to consumer skincare brands to accelerate. Direct to consumer skincare brands have advantages over big box stores and retailers such as better knowledge of their own products, superior customer service for the same reason and the ability to provide customers with better prices. Larger beauty brands and conglomerates may find it difficult to keep up in this space as being on the shelf in every big box store and warehouse is, itself, antithetical to the direct to consumer model which many beauty consumers prefer.
INGESTIBLE SKINCARE PRODUCTS
One movement which may not be new for 2023, but which will continue to accelerate in 2023, is ingestible skincare and beauty products. Ingestible skincare products, which is really adjacent to the general health and fitness supplement market which has been popular for a long time now, revolves around the idea that having beautiful skin starts well below the surface. It is not simply enough to pack on lotions and creams on the surface of your skin, but rather it is necessary to ingest the vitamins and nutrients that your body needs to make beautiful skin. Generally, the ingredients for ingestible skincare products revolve around biotin, vitamin A, niacin, collagen, vitamin C and other antioxidants which may prevent skin (as well as the rest of the body) from aging due to the damage from free radicals.
MEN’S SKINCARE PRODUCTS
When we think about skincare products, especially as they relate to beauty, we tend to think about women. And, while women will still be the largest consumer demographic for these types of skincare products, men will continue to take part in personal skincare more and more. Products like men’s cleansers, moisturizers and UV protection creams will continue to grow in popularity in 2023. The confidence that great skin can provide is appealing to everyone, regardless of their gender. Expect that big brand names and small, direct to consumer operations alike will take note of this and offer a wider variety of men’s skincare products accordingly.
As professionals or enthusiasts in the beauty industry, it is important to be aware of the current movements and where things are headed next. This can help us build confidence in our own businesses, keep our retail shelves stocked with the products that customers really want and be better prepared for the topics our clients will most likely be talking about.