The Future 100 report identifies beauty trends to shape the new decade

Wunderman Thompson Intelligence has forecasted 100 trends that will shape the new decade in its The Future 100: 2020 report.

The report covers 10 trend segments including brands and marketing, culture, tech and innovation, travel and hospitality, food and drink, retail, luxury, health and finance, and beauty.

Beauty trends and highlights noted in the report, and thought to lead the new decade, include:

• Euphoric makeovers – expressive and maximalist beauty including streams or glitter tears, unabashed multicoloured eyeshadows and a glistening constellation of rhinestones inspired by the popular Euphoria TV series
• Molecular spas – luxury skincare brands are diving into DNA analysis for the ultimate in bespoke and personalised beauty
• Transhuman beauty – designers are looking beyond traditional beauty standards, experimenting with transhumanist looks that will evolve beauty as we know it
• Skintellectuals – skincare devotees are turning to experts in scientific fields to deliver technical, precise products. Scientific skincare is raising the bar for a growing class of educated consumers. Offering scientific levels of expertise and insight into skin, new brands are answering demand for education and deep insight into skin health.
• Menopause beauty – the beauty industry is catching onto a powerful group of consumers: women experiencing menopause.
• IRL filters – the digital overlay has given beauty consumers a new lens to push experimentation with new looks. Driven by the playfulness of online filters of Gen Z and younger millennials and their drive to push beauty boundaries, digital filters are inflecting a direct and very real influence on beauty looks.
• Lash out – while brows might have been the major canvas for beauty experimentation in 2019, it looks as if the lash is set to take over for 2020
• Skincare 2.0 – Growing demand for hyper-personalisation is driving innovation in product dosage and application
• Microbiome beauty – beauty gets biological: a swathe of beauty brands are riding biology and skincare, turning their attention to the skin’s micro biome, the bacterial battier that protects the skin
• Blue beauty – naturally derived, sustainable skincare is becoming increasingly popular

For the full The Future 100: 2020 report, visit www.jwtintelligence.com

Featured image courtesy of @doni.davy on Instagram (Professional make-up artist for Euphoria)