Skincare trends for 2020 and beyond
We are now in 2020 and in this past decade there have been monumental shifts in almost every industry but particularly for the ones who are active in the health, well-being, and skincare realms. The changes have been rapidly innovative and far-reaching, especially with social and digital media platforms - skincare has seen a surge of brands, products, and information from the groundbreaking to the mediocre, from the innovative to those who just want to cash in on a global trend that shows no sign of letting go.
It is evident that this is no longer just a trend, as health and well-being is part of the current consciousness of any individual who wants to live a life that is adapted to cope with the changing world we have around us. This is the Skincare Renaissance and everyone is welcome to join in.
A blight on the last decade and before was that of pseudoscience, where products touted as miracle cures but with no actual science behind them, let alone active ingredients, were constantly pushed onto an unsuspecting and ill-informed consumer. The next decade will be marked by better-informed consumers and more clarity on ingredients, results, and honesty. Education and Information is an integral part of the growth in the skincare industry as customers now want to be well informed when it comes to their skincare regimen; moreover, they are looking for products that have targeted results that actually benefit the health of their skin.
As with every other industry on earth, the environment is one of the primary concerns of the modern consumer of the 2020s - sustainable, carbon-neutral, vegan (or plant-based), and cruelty-free products with reusable, sustainable packaging will be a must for any brand to survive.
Technology is another feature that is likely to transform the skincare world in the next decade, with personalised, targeted high-end skincare equipment that qualified doctors and nurses to create bespoke products for individuals. Genetic testing is already possible for tailored, individualised supplements and it's likely that similar advances in the skincare world will be possible.
There is an abundance of skincare products out there - it is well and truly mind-boggling and hard to keep track of what’s new, what’s old, and what can actually be trusted. The key to making informed decisions about which products or treatments are suitable for an individual is getting increasingly challenging to discern. The reality is that scientifically there are a limited number of things that actually work in skincare
Let me highlight a few aspects here that are going to be bigger than just a trend in 2020 and beyond
This is a huge shift for all of us, with the stark reality that environmental change is now well and truly with us, the main thing for any skincare brand to recognise is that we need to put the planet first. Larger brands are rethinking their approach and packaging of products has taken a huge turn. There has been a good deal of focus on conscious capitalism and this has seen beauty giants like L’Oreal etc publicly commit to 100% eco friendly packaging (compostable or reusable) by 2025. Refillable packaging, fully recyclable materials and/or biodegradable and environmentally friendly ingredients are of the utmost importance. Conscious consumption in the beauty industry will soon start to become the norm in the coming years.
2. Honesty in skincare
The decline of pseudoscience in skincare - for the best part of the 20th century and until recently, brands often pushed the idea of ‘miracle’ ingredients on consumers, with no substantial evidence behind them and often very high price tags. Likewise, there has been a more recent obsession with ‘clean’ and ‘chemical-free’ skincare. The reality is that we need to be realistic. The demonization of synthetic ‘chemicals’ is one of misinformation (literally everything in the universe is made from chemicals), and often synthetic ingredients have better effects on the skin and are in fact better profiled and tested than blended ‘natural’ ingredients, which may be a higher risk of interactions, penetrance, oxidation, and instability. As consumers become better informed, the rise of brands using proven, more clinically based ingredients is rising and is bound to take over as we progress into the new decade. This being said, the elimination of certain chemicals, both organic and inorganic form skincare that has negative effects on the environment, and hormone modulation needs to be addressed on a wider scale.
[Suggested Product: All You Need package] All you need is literally all anyone’s skin needs - Vitamin C for the morning, SPF day moisturizer, and Retinol for the evening.
3. The rise of a holistic approach to skin health
Over the last decade, there has been some recognition of the importance of the health of the skin as an organ on how the skin looks from the outside. This is the entire philosophy of my own brand. We are seeing a real boom in skin supplements as consumers start to recognize the beneficial effects of diet and nutrition, as well as stress levels, have on the skin.
This is no less obvious than in certain skin conditions that have a strong influence from the internal body environment, such as acne and eczema. Conversely, having a healthy diet, rich in antioxidants is associated with healthier, glowing skin. We will also see more and more beauty and mental health conversations with ‘self-care’ becoming an absolute priority.
[Suggested Product: Sweet Dreams] SweetDreams is a natural magnesium-based sleep supplement, designed to promote natural sleep, the key time when the skin is renewing and hormones are balancing.
4. Vegan/plant-based products
As is the case with in the world of nutrition, the rise of the predominantly plant-based diet is likely to spill more and more into the skincare world. Not only does this benefit the environment but there is significant and growing evidence to support a largely plant-based lifestyle in general skin health.
Skincare products that are formulated with specialized natural herbal methods are now going to be even more mainstream as bigger companies come on board with understanding the importance of this. We have also been very conscious in this direction with our products being Vegan and manufactured in an environment of love and care. All of Dr. David Jack's products are vegan!
[Suggested product: SkinShake] SkinShake is a plant-based protein shake with a blend of vitamins, micronutrients, antioxidants, and superfoods, designed to boost the skin from inside out.
5. At home/Wearable skincare tech
Many skincare/clinic brands have gone hi-tech and clients are enjoying this surge in technology that is now becoming an integral part of caring for one’s skin in the past few years. LED face and eye masks f, wearable UV trackers for reducing the risk of skin cancer in the longer term, Facial firming devices, Skin scanning devices, etc have all become mainstream and 2020 is going to be even more exciting. This being said - a lot more evidence is needed to justify the reliability of some of these devices.
[Suggested device: FOREO]
6. Social media acceptance
The last couple of years saw an evolution in terms of skin and body acceptance of all types, especially on social media. We are now seeing the veils come off the charade to have that ‘perfect skin’ and instead of a wider embracing no matter the skin condition with more and more people posting real images on Instagram. This self-acceptance has played out with celebrities, beauty bloggers, health and beauty editors who have all been sharing their perspectives on what it means to love the skin one is in. Whilst there are yet major ideals and belief structures around beauty and skin, we can expect the coming decade to finally break through the clutches of this and shake the industry out of its slumber.
7. Ageless Beauty
In the latter part of the last decade, brands and retailers made significant inroads in representing communities that have previously been just a blip in their marketing strategies/advertising. It’s not just about having a voice as this runs deeper and it’s time that beauty and skincare brands look at a very important part of our communities. The beauty industry marketing is starting to now move away from their typical and cliched target audience - white and young. Age inclusion is another huge factor as 40% of women over the age of 50 feel that they are not seen or heard by the industry. Ageless messaging that L’Oreal has pioneered with its mature beauty ambassadors are now taking a massive turn to address Generation X (aged 45+). It will be more about ageless beauty from the inside out rather than anti-aging solutions as brands and skincare clinics endeavor to understand this dynamic.
8. The rise of awareness of the Microbiome in skincareWe have all heard of good and bad bacteria in the gut, but for years, the skin microbiome is something that has been neglected and not considered, but which is an important consideration when it comes to good skin health and certain skin diseases. Optimizing bacterial levels and types on the skin surface is an area of great interest currently and its something that is likely to continue and develop in the world of targeted, advanced skincare. No longer will it be all about stripping the skin back and overusing too many products - it will be more about sensible pH balanced products that optimize the good bacteria and reduce the bad, and minimizing the use of skincare to the bare essentials. This is the time of ‘dirty beauty’!
[Suggested product: AURELIA PROBIOTIC SKINCARE] Aurelia leads the way with probiotic skincare
Finally, in 2020 and the years to come, transparency, sustainability, and honesty will become the main drivers of the multi-billion skincare and beauty industry. There will also be a digital disruption as brands move away from influencer marketing and sponsored content to customers buying via peer-peer recommendations. This also comes in the wake of Instagram possibly removing its ‘likes’ function which will see the world of ‘influencers’ come crashing down and see more of a level playing field for authenticity to reign. Brands, Products, Clinics, Doctors, and Aestheticians that have in-depth knowledge will give rise to more innovations, conversations around skincare, and actually transforming the industry and its players inside out.
DR. DAVID JACK