Earlier this month, CosmeticsDesign attended The Makeup Show NYC in New York City to check out some of the latest trends in the finished goods space of innovative cosmetic products. In addition to walking the show floor to visit with exhibitors, CosmeticsDesign also sat in on several informative, educational seminars to learn more about the current state of makeup application styles, techniques, and product launches.
Like many personal care product manufacturers and suppliers, cosmetics companies are focused on meeting the average consumer’s demands, including products that offer a minimalist look, inclusive foundation shades, and easy-to-use options with excellent efficacy. CosmeticsDesign made a note of these three prominent trends in cosmetics at the show this year.
Minimalist makeup options and techniques
During the show, one of the most pervasive themes that underscored many cosmetics options is the promise of providing a more natural and dewier finished look rather than a boldly applied makeup look. In the educational seminar “Foundation Ingredient Innovation,” Victor Casale and Alisha Gallagher of MOB Beauty cosmetics fielded a variety of questions about MOB Beauty’s latest foundation and blush releases that focused on the consumer’s ability to apply a more natural, fresh-faced look with evenly blended and well-matched skin tones.
“Mastering Contrast in Your Makeup Designs” with Nick Lujan for Riot Beauty also touched on minimalist makeup by highlighting various products and techniques that leave the user with a polished appearance without looking ‘overdone’ or ‘heavily caked.’ In line with the ‘clean girl’ trend that has dominated social media in recent months, cosmetics options that are more subtle in effect and enhance natural features like highlighters and contouring products and techniques are becoming rapidly more popular with consumers.
Inclusivity and diversity in beauty
One of the most critical trends wildly popular at the Makeup Show NYC 2023 was the significance of inclusivity and diversity in beauty product options. CosmeticsDesign attended several seminar sessions that focused on matching skin tones, including “Ebony and Ivory – Inclusive Beauty from A to Z,” “Color Theory in Flesh Tones,” and “Mastering Complexion on Multi-Tone Skin.”
Each educational session incorporated different products like color correctors and various foundation and concealer shade options to match skin tones and types in all colors, from the lightest fair shades to the deepest ebony tones. The ability to perfectly fit foundation shades has always been of the utmost importance for the consumer, and cosmetics companies are now rising to meet demand.
Companies like Face Atelier and Alcone Company now offer more color options. They have expanded their product offerings to include color correctors to help adjust product formulations for a perfect match every time.
False eyelash trends
In line with the more “fresh-faced” makeup trends dominating the cosmetics space this season, big, bold false lash options are giving way to gentler and softer false lash products that afford consumers more control over their finished looks and offer a more minimalist appearance. During the educational seminar “Eyelashes: Everything You Need to Know About the Hottest Beauty Trend,” Lash Lash company founder Mari Shten led a walkthrough course on applying false eyelashes that adhere to current cosmetics trends.
Consumers are increasingly moving away from the more traditional full-strip false lashes in favor of products that are smaller segmented lash pieces, which offer users more control over the finished look. These segmented pieces can be used sparingly and placed more specifically for a more doll-like effect that makes the eyes look rounder rather than sultry and full.
Social media feeds like TikTok, and Instagram are some of the biggest drivers of this trend, which allows end-users to change the shape of the eye without eyeliner or heavy eyeshadow application. Segmented lashes enable consumers to wear less makeup while making a dramatic difference in their appearance.
In particular, the Lash Lash brand products demoed during the session feature synthetic silk, which is easy to mold into different shapes. They are also thinner and lighter than traditional plastic options, making them more flexible and comfortable for consumers to wear all day. Options like these offer better customization and a better fit to the individual’s unique eye shape, further boosting the popularity of this trend.