In 2017, we became fiercely dedicated to our natural beauty regimen. Whether you dipped a toe (or an armpit) in the waters with a simple switch to natural deodorant, or ditched your old products entirely for a batch of detoxed ones, one thing was certain: the industry had changed for good (and for the better).
This year will mark the next phase of natural beauty, where we go from casual users to armchair experts, paying close attention to the labels on our products and holding brands accountable for being open about their ingredients.
It’s not just about removing parabens or being free of the big-name chemicals we know to watch out for. This year, it will be about paying attention to where our ingredients are sourced, making sure we’re picking up products that feature mostly ingredients that we can pronounce, and having Google up on our phones to do some serious research before buying any skincare products.
“You can look on the back of a label and see there’s nothing that ends in parabens, but [the chemicals] could easily be in that ‘fragrance’ ingredient,” goop Beauty Editor Jean Godfrey-June told us at an event celebrating the arrival of the brand’s skincare line at The Detox Market. “When somebody says ‘it’s proprietary, we keep that a secret,’ there can be hundreds and often thousands of ingredients under ‘fragrance’ that they don’t have to tell you.
“The conventional argument is that it’s just a little bit and you get [these chemicals] in the drugs you take, the beauty products you put on, the food you eat, the air you breathe, the stuff you clean with, but it’s a huge amount of accumulation.”
Laura Townsend, Marketing Director at The Detox Market, predicts more research and development, along with packaging, will be huge this year, as natural brands are able to do more with packaging innovation. But this doesn’t just go for your quintessentially all-natural brands: we’re seeing big-name companies get into the natural beauty and transparency game even with their drugstore products, making natural wellness something that will become more available to the masses this year.
Equally important? Making sure the beauty companies we support also use ethically sourced ingredients and cause as little harm as possible to animals or humans (here’s where the OG, The Body Shop, was way ahead of the game).
“Just as big food brands have been made to pivot towards today’s ‘new’ conscious consumer, big beauty brands are beginning to wake up to the fact that they need to catch up with consumers that care deeply about the ingredients and ethos of the products they choose to put on or in their bodies – or slowly fade into obsolescence,” note the experts at The Global Wellness Summit.
They point out as well that L’Oréal has begun to address this with its “Sharing Beauty with All” program, which “promises to embed more sustainable business practices into every aspect of their value chain by 2020, committing to ensure that 100% of their products show environmental or social improvement.”
According to Grand View Research, Inc., a U.S.-based market and research company, the global organic personal care market is expected to reach nearly $16 billion (USD) by 2020.
Here are a few other natural beauty trends our experts are anticipating for 2018:
Beauty from the Inside:
You’ve heard every celeb swear that their secret to great glowing skin is… drinking water. But that’s not super exciting (and ok we’re just not buying that as their only trick). Which is perhaps why brands have caught on and are hawking products to help us get that luminous quality with something deeper than serum. Toronto’s Gee Beauty brought in a WelleCo’s (the company Elle Macpherson co-founded) Super Elixir line, a brand of natural, ingestible natural beauty supplements and protein powders that focus on alkalinity, gut health and energy improvement.
Over at goop (yep, Gwynnie’s empire), you can find goopglow Morning Skin Superpowder, a powder sachet of six antioxidants to fight free radicals, provide photo protection, and help build collagen. And at The Detox Market, you can pick up products from The Beauty Chef which include superfood powders and elixirs like Collagen Inner Beauty Boost, which is packed with maquis berry, acai, papaya, and more to help with skin firmness, fine lines, and free radical damage.
In 2018, we anticipate a continued devotion to our beloved serums and moisturizers, but a growing interest in taking care of our skin from within.
The Fresh Look for Makeup:
“In terms of makeup/beauty – looking fresh is what we’re going for,” explains Stephanie Gee, Director of Gee Beauty in Toronto. “Whether that be a brightening concealer, lifted lashes, a rose tone blush or a glossy lip, the goal is to look youthful, fresh, and hydrated. Lash Lifting is a very popular beauty service at the moment. It’s essentially a lash perm to lift the lashes, creating the look of brighter, more open eyes. The treatments lasts up to eight weeks and with a little mascara, the lashes look so beautiful.”
We’re also seeing this fresh trend with the runaway growth of Glossier and the unwavering popularity of RMS products. And while natural beauty brands are finding new ways to do bold colors, we’re anticipating a desire to show off that glowing skin you’ve cultivated from working with all-natural products and supplements.
Protecting the Skin from the Elements:
“Protecting the skin from pollution is going to be huge for 2018,” predicts Gee. “Different from sun damage, which creates and impacts pigmentation, pollution breaks down our collagen and hydration creating dull, and dehydrated skin. We’re seeing new serums like Dr. Sturm Anti-Pollution Serum or Dr. Sebagh Supreme Day Cream, which work to protect the skin from recycled air, exhausts from buildings and cars, weather conditions and air conditioning/heating etc.”
Lead image by Ian Dooley via Unsplash