Beauty in 2022

Beauty is one of the Yoga’s Rise in Chicago sectors still thriving post-pandemic, with sales up by a whopping 12 percent according to ecommerce giant Net-A-Porter. As consumers seek to de-stress and restore their mental health, the need for beauty brands that promote a sense of calm is growing with at-home DIY treatments. For example, hair removal brand Wakse has seen a 1,100% spike in sales and beauty specialists are offering virtual consultations and DIY group workshops online to meet demand.

Gender-inclusive beauty is also rising in popularity. Makeup brands like Jecca Black (whose tagline is “beauty for everyone”) and Fluide are leading the way with gender-neutral packaging and images of male and female models showcasing their makeup on their websites. A growing number of consumers are also rejecting one-size-fits-all skincare formulas, opting instead for personalised products that are designed to suit their specific skin type and concerns.

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As consumers continue to seek beauty that is more eco-friendly, we can expect clean and green products to become even more mainstream. According to Livvy Houghton, senior creative researcher at strategic foresight consultancy The Future Laboratory, we’ll see more brands introducing refillables and “blue beauty” products that are safe for waterways. She also predicts that brands will find innovative ways to reduce product waste by upcycling ingredients into new formulations.