What’s hot and what’s not in beauty right now?

By Kirsty Doolan

- Last updated on GMT

Related tags trends Cosmetics Marketing Mintel

We caught up with two Mintel beauty and personal care analysts to discover what trends they are monitoring right now. Watch the video or read the summary below to find out what they had to say…

What’s HOT?

A focus on 'skinflamm-ageing'

Mintel senior beauty analyst Maddie Malone shared that she has been analysing beauty trends on social media channels over the past year and had noted that the ‘Skinflamm-ageing’ trend was on an upward trajectory.  

“This is basically the notion of kind of skin ageing and inflammation being an undesirable result of that and we're starting to see brands come through and talk about this more generally as well,” she shared.

Skincare smoothies

Consumers making ‘skin smoothies’ was another area to watch, said Malone, who explained that this involved cocktailing various skin care products before applying them to the skin.

“I feel like we've seen a bit of a shift away from skincare layering,” she shared. Malone also noted that this was a good way for beauty consumers to save time as “layering products one after the other can be quite time intensive.”

Skin streaming

On that note, streamlining skincare routines was another trend Malone was watching, around the “notion of simplicity.”

She explained this this involved beauty consumers using just three highly effective, ingredient-led products” – namely cleanser, moisturiser, and SPF – to save time and money.

Active beauty: cosmetics for use during or after sport ​ 

Meanwhile, Mintel associate director Rosalia Di Gesu said that she was anticipating a revival in ‘active beauty’ cosmetics – joining the dots between exercise and beauty and personal care products.

On this topic, Di Gesu highlighted tennis star Serena Williams’ recent water-proof and sweat-resistant colour cosmetics range launch, Wyn Beauty.

“With the Paris Olympic Games around the corner, it's an ideal time for brands to recognise that link between exercise and beauty and personal care,” she said.

What’s NOT?

Kids using skin care products designed for adults

Malone spoke on the topic of young children using skin care products that are designed for adult skin, which has been making headlines this year.

She noted that Mintel has specifically asked questions on this topic for an upcoming consumer report due to publish this month (May), to find out if parents are worried about their children's use of certain skin care ingredients, as well as to learn if they have concerns about the financial cost of these products, too.  

“We've seen a rise of Get Ready With Me videos and I think social status is now being tied to usage of facial skin care among that younger demographic,” shared Malone.

“But on the flip side of that, we're seeing some brands respond,” she said – highlighting Mantle Skincare, which has added an age limit to its website in the same way that many alcohol brands have done – as well as Dove and The Ordinary, which have both spoken out on this topic.

The term ‘anti-ageing’

Di Gesu said that the issue of children using products designed to target skin ageing also raised another problem: the term ‘anti-ageing’ itself. 

She highlighted that 'anti-ageing' was a “negative and stigmatised term”, as it implied that as people got older, something needed to be fixed.

“To address that, I'm anticipating lots of potential for longevity​ and more positive links to ageing,” she explained.

“Longevity is more focused on living a long and healthy life. It's moving away from age in terms of a number and instead focusing on healthy ageing,” she continued. 

Di Gesu also expected that there would be more of a “BlueZone approach’ to ageing” (based around the ‘Blue Zone’ countries where people live longer and healthier lives) as well as “a focus on the science of longevity.”

Related news

Show more

Related products

show more

Calendula Cellular Elixir: Alchemy in a cell

Calendula Cellular Elixir: Alchemy in a cell

Content provided by Naolys | 24-Apr-2024 | Product Brochure

Get ready to experience a cellular evolution in skincare with InnerLift Calendula's advanced Plant Cell biotechnology.

See our latest innovations in personal care

See our latest innovations in personal care

Content provided by Covation Bio™ PDO | 02-Apr-2024 | White Paper

At CovationBio PDO, we’re helping the world achieve its sustainability goals by enabling better performing, better-for-the planet products across a range...

Collagen Reimagined, Discover Biodesigned Type XXI

Collagen Reimagined, Discover Biodesigned Type XXI

Content provided by Geltor | 20-Mar-2024 | Product Brochure

Collagen is the body’s most abundant protein and a mainstream ingredient for beauty. Type XXI collagen transcends a common protein into a powerful bioactive

Empowering natural barrier function for future-proof skin

Empowering natural barrier function for future-proof skin

Content provided by Lucas Meyer Cosmetics | 14-Mar-2024 | White Paper

Corneopeptyl™ is a new patented peptide biomimetic to the LCE6A protein, obtained by green chemistry-based synthesis. By mimicking the LCE6A protein activity,...

Related suppliers

Follow us


View more



Beauty 4.0 Podcast