4 key trends: cannabis, male grooming, personalisation, and clean & green

By Lucy Whitehouse

- Last updated on GMT

4 key trends: cannabis, male grooming, personalisation, and clean & green
We take a look at four of the key market trends defining the beauty industry at the moment on a global scale: cannabis, male grooming, personalisation, and clean & green beauty.

1. Cannabis


Using cannabis and CBD oil is becoming something of a trend for beauty and personal care brands in the US, and according to some commentators, has the potential to become a global trend.

The trend was the focus of a panel discussion at the recent in-cosmetics North America trade show.

Denise Herich, co-founder and managing partner of the Benchmarking Company, explains some key insights to senior editor Simon Pitman in this interview​.

“There’s a lot of hope and there’s a lot of positivity with this ingredient. It’s proven itself medinicially, and it’s really starting to prove itself in a skin care sense too,” she suggests.

2. Male grooming

male groom

Kantar market research firm has revealed data​​ that indicates that men make up 31% of total toiletries sales in the UK, with spending suggesting this is set to grow.

Focused primarily on the shaving category and the skin care category, the trend is also shifting now in a serious way to include the colour cosmetics category in certain regions,

Indeed, Chanel launched its first makeup line for men​​ earlier this summer, in South Korea: Boy by Chanel.

Discover our full roundup of the latest exciting launches and innovations in the male grooming space here​.

3. Personalisation


Personalised beauty has become a big focus for the industry as consumers look for bespoke solutions in skin care, hair care and colour cosmetics to match their specific, individual needs.

Indeed, personalisation in beauty is the conference theme for this year’s in-cosmetics Formulation Summit​, organised by Reed Exhibitions and taking place in London later this month.

The beauty industry is relying more and more on the use of AI to meet these demands, with new technologies ranging from voice-enabled coaches, AI-powered devices, beauty databases, and DNA-based skincare products. This is explained in detail in our exclusive interview with Raya Khanin​, Co-Founder at LifeNome, a personalised beauty tech company.

For example, she picks out Olay’s Skin Advisor analyses the five main ageing areas of the face and advises customers on the best skin routine making for a more seamless shopping experience.

Another example, recently released by FOREO LUNA, is fofo.

Fofo is an AI-enabled cleansing device that is fitted with advanced skin sensors to collect data, design and optimise a personalised unique skincare regimen.

4. Clean and green

clean beauty

Clean beauty remains in the spotlight, one of several overlapping trends and claims in the same space including naturals, vegan, green and free-from.

Indeed, one major global cosmetics and fragrance company, Fusion Brands, has just announced it is repositioning itself with a new name: the Clean Beauty Collective.

It owns brands, including popular fragrance player Clean Reserve, which have become leaders in the area of clean beauty.

With a more focused mission and vision that embodies our CLEAN brand's values for the past 15 years, we are excited to deliver high-quality products that are simple, worry-free and both sustainably and ethically sourced,​” says company president​ Greg Black.

Discover a full report on this trend from our Cosmetics Design Asia editor, Amanda Lim, here​.

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