Intimate care and ‘hyperactive naturals’: Beautystreams reveal trends for beauty 2019

By Lucy Whitehouse contact

- Last updated on GMT

Intimate care and ‘hyperactive naturals’: Beautystreams reveal trends for beauty 2019
Beautystreams, an international trend agency, gathers the most exciting trends dominating at the global Cosmoprof annual show, and has released this year’s report based on its findings.

“Every year, we ask our exhibitors to send us detailed information on new product launches, revolutionary packaging and new formulas,” explain the show’s organisers.

“Beautystreams studies this information carefully to identify the trends that will drive the market in the months after the show. The result is a true guide that sets the tone in the beauty market.”

Below, we reveal five of the 12 key trends as picked out in the report. Click here​ to discover the final Cosmotrends.


Beauty products that have ‘The Cinderella Effect’ deliver instant gratification, whether in the form of immediately visible skin care results or insta-glam.

These products have a powerful transformative effect and obvious photogenic appeal, worthy of being captured on millennial livestreams and videos.

However, like the fairy-tale name suggests, these fast-acting beauty boosts and visual effects only last a few hours.

At the stroke of midnight, the results vanish. No matter! The products are fun to use and play with, they inspire self-expression, and offer irresistible sensorial experiences.


As consumers become ever-more skilled at reading ingredient labels, they are rejecting toxic ingredients and fillers, and gravitating towards clean, natural ingredients that offer super-concentrated doses of skin care benefits.

These highly active formulations are packed with high-performing, active naturals that deeply nourish the skin, repair its natural moisture, and boost skin’s renewal cycle.

Waterless products, in particular, are more highly concentrated as they are not filled and diluted with water, which is inactive.

Eliminating H2O also removes the need for preservatives and parabens as bacteria breeds in water, so the formulas are also cleaner.


Intimate care, up until now a largely untapped market, is emerging as a new category in beauty and wellness, with products designed for external and internal use, and incorporating luxurious formulas, sensorial experiences, and high-quality natural ingredients.

Benefits include personal cleansing, intimate skin care, maintaining a healthy pH level, and grooming regimens.

Far from being a source of shame or stigma, intimate care, or ‘self-care’, occupies an elevated positioning on par with premium skin care, boasting elegant packaging and aesthetics that encourage display on bathroom shelves.


Just like sun protection creams defend against UV exposure, environmental skin defenders protect the skin from damage and premature aging caused by pollutants, free radicals, and digital overexposure.

Prevention is the name of the game. Anti-pollution ingredients and complexes, such as

protective antioxidants, act as invisible barriers, shielding and detoxifying the skin long before environmental toxins and aggressors wreak havoc on skin cells.

Their barrier-supportive properties act as physical shields. These defenders are skin care warriors in the daily warfare against pollution.


As beauty becomes ever more inclusive, we are moving beyond basic male grooming to a new era that incorporates sophisticated offerings for men that bring out their masculinity and beauty.

Long-held attitudes that beautifying is inherently ‘feminine’ are dissolving. The rise of male beauty communicates that beauty is for all, and that men (like women) can be themselves, but better.

The profusion of products aimed at male skin and scalps, and make-up that boosts appearance and self-esteem, are tools for men to feel good and put their best face forward.

Click here​ to discover the final seven trends.

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