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Rising Magnificence Developments from 2021
2020 was a 12 months the place skincare boomed and shoppers have been excited to attempt new issues, devour academic content material, and search out purpose-driven manufacturers.
So what tendencies rose in 2021? We share an evaluation that reveals three rising magnificence tendencies that we predict might proceed into 2022.
All information above compares December 2019 – November 2020 vs December 2020 – November 2021, so as to a full year-over-year comparability.
Specificity in numerous hair care
Various hair care – or hair care for people with curly, wavy, and in any other case textured hair – noticed an increase in 2020. Nevertheless, magnificence development information reveals that influencers posting content material with numerous hair care phrases has fallen by 26% in 2021.
What’s attention-grabbing is that we’re seeing a simultaneous rise in conversations about particular attributes or challenges for people with curly, wavy, and textured hair. For instance, extra people are speaking about hair porosity and particular person hair varieties (e.g. 2A, 3C, 4).
Hair Porosity Content material Throughout All Platforms:
- +7% energetic influencers
- +608% engagements
- +1159% video views
And, despite the fact that the variety of influencers posting about particular hair varieties has fallen, viewers engagements and video views are nonetheless rising.
Particular Hair Sort Content material Throughout All Platforms:
- -16% energetic influencers
- +127% engagements
- +50% video views
We predict this rising development is because of the truth that the period of common training is over. Now, shoppers are on the lookout for content material and merchandise which are tailor-made and tackle particular wants.
Skincare zones in on sensitivity
We truly assume this motion from common training to particular drawback fixing shall be an overarching theme within the subsequent 12 months. Why? We’re seeing it occur in skincare too.
Delicate Skincare Content material Throughout All Platforms:
- -5% energetic influencers
- -22% engagements
- +21% video views
Much more attention-grabbing, conversations about particular pores and skin situations are gaining traction too.
Pimples Content material Throughout All Platforms:
- -20% energetic influencers
- -15% engagements
- +20% video views
Eczema Content material Throughout All Platforms:
- +1% energetic influencers
- +24% engagements
- +106% video views
Rosacea Content material Throughout All Platforms:
- +6 energetic influencers
- -39% engagements
- +7% video views
A few of you could ask the query: why is that this nonetheless a magnificence development if engagements are down however video views are up? We predict this may need one thing to do with the unfavourable connotation of those subjects. Shoppers might not “like” a video about having delicate pores and skin, pimples, eczema, or rosacea, however they could watch a video to discover ways to remedy these points.
Pure magnificence elements
In line with social information, it seems that influencers and their audiences are thinking about incorporating magnificence merchandise with extra pure elements. Two examples? Ayurvedic and mushroom-based magnificence merchandise.
Mushroom-based Magnificence Content material Throughout All Platforms:
- +12% activated influencers
- +19% engagements
Shiny in contrast the brand new mushroom development to CBD magnificence – declaring that they each have a tie to psychedelics and possess atopical (hydrating, anti-inflammatory) and inner (immunity boosting) advantages. However in contrast to CBD, which labored its manner slowly up from indie manufacturers, mushroom magnificence appears to have emerged and instantly made it into mainstream magnificence model’s merchandise.
Tip: If you’re trying to incorporate mushrooms, be sure you dedicate time to researching their historical past! Reishi mushrooms, for instance, are a staple of conventional Chinese language medication. Paula’s Alternative has accomplished such a analysis and acknowledgement nicely – test it out on this Instagram put up about their Tremendous Hydrate In a single day Masks.
Subsequent, Ayurvedic-based magnificence merchandise.
Content material Mentioning Hair Care Merchandise with Ayurvedic Substances Throughout All Platforms:
- -11% activated influencers
- +338% engagements
- +486% video views
It’s necessary to notice that Ayurveda is not at all new – Ayurveda is a standard Indian system of drugs that “goals to protect well being and wellness by conserving the thoughts, physique, and spirit in stability and stopping illness somewhat than treating it”. After we say it is a “rising development” we’re merely noting the current momentum it has gained amongst mainstream influencers, manufacturers, and social audiences.
There seems to be two common approaches to Ayurvedic magnificence merchandise — one merely makes use of conventional Ayurvedic elements like ashwagandha, barberry, brahmi, cardamomum, kumkumadi oil, chickpea flour, and extra. For instance, Fable & Mane is a hair care model based by Akash Mehta that makes use of ayurvedic elements like ashwagandha in its hair and scalp therapy oils. The opposite strategy makes use of these particular elements whereas making use of the holistic philosophy from Ayurvedic practices. For instance, some Ayurvedic skincare manufacturers create merchandise tailor-made for particular pores and skin varieties or incorporate important oils to faucet into different senses.
Tip: This development is attention-grabbing as a result of it aligns with a few of the different themes we have been seeing in magnificence. Skinfluencers grew to become fashionable as a result of they pulled the curtain again on what particular elements do what, Ayurvedic magnificence has that very same academic component. Equally, many manufacturers are excited about how the wonder trade overlaps with self care and psychological well being (e.g. Uncommon Magnificence) — Ayurvedic magnificence has that very same holistic strategy.
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