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Adore Beauty has announced the four huge trends set to take the world by storm over the next month – and the products thousands can’t get enough of right now.
The Australian brand’s State of Beauty Report identified the trend signals following a survey of 2,000 Australians and their attitudes towards ageing, skincare, menopause and makeup.
And four key themes were clear: mind-body beauty, sexuality and pleasure, the redistribution of ‘influence’ and ‘joyscaping’ (embracing play).
‘This is a pioneering analysis of the myriad social, cultural and economic drivers influencing beauty in Australia right now, and offers a compelling and exciting view of the state of our industry in Australia, both now and into the immediate future,’ Adore Beauty CEO, Tamalin Morton, said.
The Rise of Mind-Body Beauty
There has been a consumer shift from ‘languishing’ (during the pandemic), to ‘flourishing’ in 2023.
This key trend has indicated a bias in beauty consumers towards reclaiming ownership over their ‘whole mind-body wellbeing’.
This has been driven by thousands being more self-aware of their stress and anxiety levels and choosing to prioritise products that serve their health and happiness.
‘As the world around us continues to be increasingly unstable, beauty consumers will continue to carve out deeply regenerative opportunities for healing, rest and rejuvenation,’ Tully Walter, the Futures Director of Adore Beauty partner SOON Future Studies, said.
PRODUCT PICKS:
PMD Silversilk Sleep Mask
Habitual Beauty Hydrating Sleep Mask
The Beauty Chef Supergenes Sleep Support
The Sleep Mask is applied at night to moisturise, protect and support skin while you sleep. Beauty Chef’s Sleep Support is an intensive herbal probiotic
This is a silk sleep mask that’s antibacterial and hypoallergenic, protecting your eyes and skincare while you sleep
The Recalibration of Beauty and Wellness Taboos
A more truthful and well-rounded picture of beauty is emerging.
Sexual and previously ‘taboo’ areas of wellness are now deemed an integral part of self-care, and when asked what categories women would like more of, menopause products came in number one spot, followed closely by period care.
This is due to a ‘powerful cohort of millennial consumers’, who expect to see conversations around beauty and wellbeing continue to intertwine as the ageing process becomes celebrated instead of hidden.
‘We are on the cusp of a major generational shift that will see many consumers reframe their expectations of how beauty can serve them,’ Chelsea Healey, Adore’s Head of Brand, said.
‘Where once the norm was to hide the process of ageing, now we expect to see it celebrated and respected by brands and media alike.’
PRODUCT PICKS:
LBDO Essensual Oil
Love Luna Period Underwear
VUSH Aura Period Pain Relief Device
Intimina Ziggy Cup 2
The oil is a soothing, nourishing, and precious blend that can be used to hydrate the body or add slip to a body massage. The underwear is an easy and sustainable way to manage your period.
The VUSH Aura is a TENS machine that offers a natural alternative to period pain relief. The bestselling Intima Ziggy Cup is the only reusable menstrual cup of its kind and can be used during sex
The Redistribution of Influence
Now Aussies have so much access to information, they are guided by fellow consumers more than ever.
The way they seek out advice, recommendations and information on beauty is now found in two cohorts: experts and digital communities.
The expert-guided consumer is most influenced by scientific credibility when trying a new product. Community-guided consumers are most influenced by product reviews.
Meanwhile, celebrity endorsement sits at the bottom of the score card.
PRODUCT PICKS BASED ON RATINGS:
SkinCeuticals C E Ferulic Serum
Viviology Liquid Exfoliant
The most popular Skinceuticals Vitamin C serum combines 15% Vit C and 1% Vit E with Ferulic Acid. The Viviology is a targeted resurfacing AHA / PHA complex with soothing Sweet Cherry and Flannel extracts
The Pursuit of Pleasure
More beauty consumers are pursuing ‘pleasure’ as an imperative so ‘joyscaping’ is identified as a key trend for the industry.
This trend is built around mood-boosting self-expression and play and taps into the ‘power of embracing play as an antidote to today’s mental and physical stress’.
Research shows millennials rank happiness above protecting the environment and their health and wellness.
PRODUCT PICKS:
Benefit Playtint Lip & Cheek Tint
Lumira SPHERA Diffuser
Goldfield & Banks Discovery Collection
Benefit’s play is a playful pink-lemonade tinted stain for cheeks and lips. The discovery set contains nine sample sized fragranced vials.
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