Wellness has dominated the last decade and it’s only going to gain momentum in the ’20s. From crystals to cupping, boxing to booze-free, many of us have adopted new wellness practices for healthier bodies, and healthier minds.
The skincare industry in particular has seen major innovations as we continue on our quest for a healthier well-being, and that elusive skin glow. Blood has been shed, literally thanks to THOSE Vampire facials, so, what’s next?
Femail spoke to beauty guru Jessica Richards who owns Shen, the chic Brooklyn-based beauty store loved by the likes of Gwyneth Paltrow, Rachel Weisz and Carolyn Murphy, for her wellness trend predictions and must-have skincare products that are going to be big in 2020.
Skin secrets: Shen owner Jessica Richards says many of her customers just want to be themselves and enhance their own beauty, adding that the beginning of the new decade is an exciting time to start this.
Beauty Queens: Jessica takes a selfie with wellness guru Gwyneth Paltrow and writer Emily Dougherty following a Shen skincare Q&A on Facebook live.
‘I think the age of the perfectly airbrushed influencer is dying (thank god)’, Jessica explains when discussing how beauty perception has changed on social media.
‘People now want to see real-ness like waking up with your hair a mess, having a zit or breakout and how people fix it or combat it happening again, people being honest about fillers and injectables.’
Jessica poses with skincare extraordinaire Dr. Barbara Sturm, infamously known for her vampire facial and celeb- favorite products.
‘No one is perfect, it takes work and I think many of our customers just want to be themselves and enhance their own beauty. Not only with the new year of 2020, but with the beginning of the new decade, it’s an exciting time to start this.’
With an emphasis moving away from the fake to natural, getting that your-skin-but-better look is still going to take a little help.
Luckily in 2020 we’re only going to see more advanced skincare technologies emerging. ‘Product innovation is key to the beauty industry as a whole and I think in terms of innovation, the device category will be the biggest here,’ says Jessica.
‘For example at Shen we have just bought a machine that in 6 treatments spread out 1x per week can literally give you a face lift, with once per month maintenance. It’s a super powerful micro current machine that has iontophoresis and sonophoresis.
‘People want easy fixes without any down time.’
And we aren’t just ditching the fillers. Jessica also predicts that we can expect many to drop the heavy make-up look too thanks to various non-invasive, cosmetic procedures. ‘I think the semi permanent make up scene is going crazy with micro-blading brows and now lip/cheek/eyelash enhancement.
‘It’s the get out the door with nothing but good skin look. Your brows are done, it looks like you have a bit of eyeliner on and you can hustle out the door. Josh who works at Shen has seen such a spike in business that he can barely take a day off.’
The semi-permanent secret to faking fuller eyebrows: Jessica during a microblading session at Shen, which are hugely popular with clients who are looking non-invasive procedures.
So with non-invasive treatments and semi-permanent makeup leading the 2020 beauty charge, what other themes should we be embracing? Here Jessica runs Femail through the best skincare tricks and tools you need to know to ensure your skin has its best year yet…
We already know we need to be wearing SPF daily, but did you know we also need to be protecting the delicate skin barrier from air pollution and blue light radiation emitted from our computers and phones too?
‘Recent figures have shown that 91% of the world’s population live in places where air quality exceeds the WHO limits. This causes rapid aging in skin as well as acne and dark spots,’ says Jessica.
Slathering on serums with special protective complex’s like those listed below from celebrity-favorite Dr Strum and Environ claim to combat the signs of environment and digital aging.
JESSICA RECOMMENDS: Dr Sturm Anti Pollution Drops ($145), Dr Sturm Anti Pollution Food ($100), Environ vita-antioxidant AVST 1 ($72), Environ Antioxidant defense cream ($100).
Sexual Wellness / Self Love
Taking your inner happiness, and your next big O, up a level should be a priority for all women. That’s why Jessica encourages incorporating vibrators and lube (organic, of course) into the bedroom.
Toys and various vaginal beauty products are allowing women to feel empowered through exploration and deleting the taboo. Expect to see a big increase in toxin-free, organic feminine hygiene products emerging in the market.
JESSICA RECCOMENDS: Dame vibrators ($85), Rosebud Women cleanser spray ($25) and Necessaire Sex Gel ($20).
Being smarter with our skin is an important transition too Jessica explains, especially in regards to to chemical exfoliates versus physical: ‘Physical can cause micro-tears in the skin which allow bacteria to get in causing acne and further amplifying inflammation such as acne.’
Put your freshest face forward this year and try an at home peel which aim to combat signs of aging, improve elasticity and diminish hyperpigmentation.
JESSICA RECOMMENDS: Goldfaden Fresh A Peel ($85), Lernberger AHA/BHA Peel Gel Mask ($70), Skin Design London Designer Balm ($105), Beauty Chef Probiotic Skin Refiner ($75).
If it’s good enough for the A-list! Gywneth Paltrow and Rachel Weisz are fans of the chic Cobble Hill, Brooklyn, store.
In front and behind the camera! Supermodel Carolyn Murphy has been spotted at Shen, as has Meghan Markle’s BFF, make-up artist Daniel Martin.
Overnight Face Masks
Who doesn’t love a face mask? Not only do you feel like you’re being a holier-than-holy beauty being, you are actually doing much needed maintenance. Masks unclog pores, leaving skin glowing and allowing your other products to work their best.
Jessica recommends over night masks in particular, explaining: ‘The skin rejuvenates over night so this is the best time to add extra potent ingredients to your routine. Sleeping with a mask on helps to wake up rejuvenated and with more “plump” hydrated skin.’
JESSICA RECOMMENDS: Skin Design London Sleeping Beauty Overnight Mask ($110), Nugg Exfoliating Mask ($5)
Hallelujah, hyaluronic isn’t going anywhere. The miracle ingredient, which is a substance found naturally in our skin that retains water and helps keep it hydrated, plump and soft, has long been loved by the experts- but this year we’re going to get to know it better.
‘People know they need hydration but don’t exactly understand why and often they think that it will cause breakouts. Simplifying messaging around hyaluronic acids and how they bind moisture to the skin is a great place to start,’ says Jessica.
JESSICA RECOMMENDS: Bynacht Hypercharged Glass Serum ($320).
Last but not least, sustainability. Eco-friendliness has emerged as a major theme over the last couple of years and beauty packaging has become part of the conversation in particular. Not only should we be reusing/ buying sustainable glass for our products whenever possible, we also need to check that even when packaging says it’s recyclable, that it is, and not just certain parts. ‘If you throw it in the recycle without taking it apart then it just goes to landfill, always best to double check the number on it,’ says Jessica.
‘In terms of ingredients, you will have noticed a ton of companies mentioning sustainability last year, but none have really listed this out. I think this is where the story telling of a brand comes into play.
‘For example, Circumference a Brooklyn based brand by Chris and Jina focuses on sustainability through the ingredient process with full transparency into where the ingredients are sourced from making sure that the ingredient/species are sourced from their native land where they initially grew and thrive organically. The products therefore lead to more efficacy and more potent ingredients,’ explains Jessica.
Adding: ‘As a consumer in 2020 constantly being able to read and search for anything is important. To be able to weed through the noise, speaking with experts who understand the true story and value of a brands integrity, is an integral part of it.
‘Starting slowly and taking it step by step is important as to not overwhelm yourself and then just give up all together. Choosing to not bring plastic bags to the grocery store, or only eat meat once a week, or to carry water bottles and not buy them are easy and effective places to start and then just build from there once it becomes second nature.’