This Month In Beauty

The beauty industry is estimated to have reached a whopping 532 billion dollars in the year 2019, and will only continue to scale upwards according to the report by the retail analytics enterprise Edited.

As per the report, this growth will be accredited due to four major trends in the beauty industry:

RETAIL PLAYERS ENTER THE MARKET 

More and more retailers are expanding their beauty inventory, after realising that the beauty industry can be an extremely lucrative industry to tap into. H&M’s beauty inventory has increased by 94.8% in just one year, Net-a-Porter’s beauty offerings grew by 26%. The use of the keyword beauty in newsletters and home page mentions has gone up by 58%, this means there is a wide audience interested in beauty related news and launches. 

MILLENNIALS RULE THE MARKET 

Millennials are dominating how the pricing in the industry is being shaped. We’ve seen this data harnessed by both high-street and luxury brands. H&M attracts a consumer base of 15 to 30-year-olds, offering a price point starting at 2 dollars to 45 dollars as the upper limit. Whereas the luxury retailer Net-a-Porter carters to an older demographic who spends 27,700 dollars upwards on beauty products annually. This shows that the market is ruled by the Gen Y and Gen Z generations. They are not only the customers but also the marketing channels used by a variety of brands. Influencer marketing has only grown with each passing year, replacing traditional advertising completely in the case of a few brands. 

TRANSPARENCY 

Everlane and Beauty Pie are shining examples of this trend. The companies have adopted highly transparent models where the end-user is aware of exactly what they are playing for. This model gives consumers the power to make their investment worth-while by supporting brands/causes they believe in. More and more brands are shifting towards this model which is made easier than ever by social media. 

SUSTAINABILITY 

The sustainability movement continues to gain traction, and more and more consumers are demanding clean beauty products free from harmful chemicals and toxins. This coupled with the FDA getting further regulating rights, the brands have grown more conscious of their choice of ingredients, packaging and manufacturing processes. With the looming climate change apocalypse, clients want a quality product that has a minimum impact on the planet. Many brands share this philosophy and are catering to this need. 

In other news…

Following in the steps of Kylie Jenner, Kim Kardashian, Gwyneth Paltrow,and Rihanna; Lady Gaga is all set to make an entry into the beauty realm, with her soon-to-be-launched make-up brand – Haus Laboratories. The brand is anticipated to enter the market in September, this year.  The brand plays on diversity, self-expression, and self-love as the main positioning of the brand. The brand will launch with multi-purpose palettes for the eyes, cheeks, and lips. The starting price point will be 49 dollars and the brand will be sold exclusively on Amazon. 

Another major happening in July was the Paris Haute Couture Week; let’s look at some of the street-style trends from the capital of fashion!

THE HIGH PONYTAIL

It has been a celebrity favourite for a while now, nothing gets better than a sleek high hair-do to polish of an evening gown or that power blazer. The more pulled back the better! 

90’s TIC-TAC CLIPS 

Every 90’s kid will remember this fashion staple, we are not even sure that the tic-tac clips ever entirely went out of style. While they may have left the runway, they continued to rule the street-style scene, sometimes used as embellishments, sometimes functionally, these staples have stayed put through two decades of fashion! 

GLITTERY EYES 

Seen as both, monochrome and dual-tone, glittery eyes were big on the runway. Red was the hue of the moment; whereas dual tones were created using an array of golds, greens, blacks and blues. The best way to wear it is all over the lid in an arch shape; covering the entire lid, starting from the corner of the eye. 

MILLENIUM STYLE FLICKS 

Think Rachel with a sleek pony and two strands of hair left open. This 2000s style was seen at Jean Paul Gaultier’s show and we must say we like the come-back! 

LOW PONYTAILS 

When it comes to ponytails it seems like the extreme are the preferred choice. Either wear it super high or super low.  A low pony with a middle parting is the way to go this season. 

These are some trends to try this season. 

Moving on to summer beauty habits that can help you beat the heat! Let’s look at some of the common problems and the solutions!

FACIAL PUFFINESS

Long travels combined with drinks downed to welcome the sun, puffiness is bound to happen! To relieve puffiness around the eyes, place some cold green-tea bags over them. To reduce facial puffiness, massage your face with a massager or your fingers using a little bit of facial oil for ease of movement. The trick is to start with your neck and move outwards and work your way up. This will help work the big lymph nodes and bring the puffiness down. 

FRIZZY HAIR 

One of the most common hair woes during summer is frizzy hair. Frizz is caused as a result of the hair drying out. Curly and wavy hair is especially susceptible to frizz. Regular deep conditioning, use of hair masks and hair oils can help restore moisture in your locks. Stay away from using heat for styling, if you do, do not forget to use a heat protectant spray. If you opt for hair colouring, go in for colours with deep conditioning ingredients that won’t dry out your mane. A solid hair care routine is the need of the hour. 

There you have it, that’s what this month in beauty looks like!