From natural deodorants to ‘evidence based’ skincare: The beauty trends you need to know about for 2022 – so how many have you tried?

  • The top beauty trends for 2022 have been revealed by an industry expert
  • Rohan Widdison, CEO of New Laboratories, says skincare will reign over makeup
  • Clay masks, natural deodorant and evidence-based beauty are also set to trend

Pre-teen skincare and digital beauty buys are set to rocket in popularity while clay masks and sustainable products are here to stay in 2022, according to an industry expert. 

Rohan Widdison, CEO of cosmetic manufacturer New Laboratories has revealed his top beauty trends for next year including natural deodorants, evidence based skincare and products with fewer ingredients.

With the rise of self care after two years in and out of lockdown, customers are now setting trends with people wanting eco-friendly products, new technology and science-backed evidence.  


Rohan Widdison, CEO of cosmetic manufacturer has revealed his top beauty trends for next year including clay masks, natural deodorants and sustainable cosmetics and skincare

Clay masks and natural deodorants 

These two product lines are here to stay 2022. In regards to natural deodorants, consumers are becoming increasingly aware of using ‘clean’ products and natural deodorants have come a long way since they first came on to the market. 

Body related products, like Sol de Janeiro’s uber-popular Brazilian bum bum cream, are also on the rise

In regards to clay masks, well let’s face it, when it comes to self-care and treating ourselves, a clay mask and a soak in a bath is the go-to for many of us – plus clay masks do wonders for our skin. 

Sand and Sky’s pink clay pore refining face mask became a social media sensation after beauty lovers began posting their impressive before-and-after pictures to Instagram.  

Skincare over makeup

Instead of makeup and other beauty products, skincare will be more on people’s radars. 

With a lot more people working from home and the requirement to wear masks, women especially aren’t wearing makeup as much as they used to and their focus is shifting more on skincare, with serums and results driven products at the top of the list. 

Body related products, like booty creams, are also on the rise.

Sol de Janeiro’s uber-popular Brazilian bum bum cream has been flying off the shelves at Mecca and is said to nourish, tighten the skin giving it a natural glow.

Sustainability 

I think we say this every year, but we’re going to say it again. 

Consumers are becoming increasingly sustainably conscious and are expecting their brands to do the same. 

Whilst nearly all companies have sustainable practices in place, consumers are expecting more from their brands in this space, including more plastic-free products, refillable packaging, fair and ethical sourcing and a proactive approach to reducing overconsumption. 

Adorn cosmetics has created a range of sustainable skincare and makeup products with the environment in mind and offers a refill service to keep their containers out of landfills.

Starting at just $20, all their products are all vegan, cruelty free, ethically sourced, and sustainably packaged. 

Adorn cosmetics has created a range of sustainable skincare and makeup products with the environment in mind and offers a refill service to keep their containers out of landfills

Evidence based skincare 

When it comes to skincare, our prediction for 2022 will see people move slowly away clean beauty to evidence based skincare. 

Consumers are done with fake news and blue sky promises, they want the evidence and they want to know what they’re getting for their money. 

Prescription-based beauty brand, The Secret, uses science-backed evidence to create customised skincare solutions for all skin types and conditions. 

 Before and after: Prescription-based beauty brand, The Secret, uses science-backed evidence to create customised skincare solutions for all skin types and conditions

Brands carving their own niche

Many brands are realising that they can’t be all things to all people so instead they’re finding and carving their own niche and becoming experts in that niche. 

In 2022 we will see more brands follow in the footsteps of brands like Fenty Beauty who carved out an industry niche for a luxury beauty line at a budget price. 

Pre-teen and tween skincare   

More parents are helping their children adopt good skincare habits from a young age using products that promote skin health. 

With the pre-teen and tween market becoming more educated each generation through their access to media, parents will be increasingly looking to help their children adopt good skincare habits early on to manage acne problems and protect their skin from potential scarring.

Australian brand MeBeMe has created a range of natural skincare for tweens  including cleansers, moisturisers and exfoliating masks starting from just $17.95. 

Australian brand MeBeMe has created a range of natural skincare for tweens including cleansers, moisturisers and exfoliating masks starting from just $17.95

Digitalisation 

With artificial intelligence (AI), 3D-printing, augmented reality and DNA analysis, the beauty industry is becoming increasingly technology-driven in delivering personalisation in ways that the traditional cosmetic counter cannot. 

With consumers’ needs changing and demanding more custom and specific results, such as exact skin care matches and personalised formulas, digitalisation of the beauty industry will continue to increase in 2022.

More and more cosmetic brands are utilising 3D printing technology with Chanel releasing a mascara with a 3D-printed brush

More and more cosmetic brands are utilising 3D printing technology with Chanel releasing a mascara with a 3D-printed brush and Neutrogena creating a 3D-printed face mask customised to fit each individual’s face.  

No more fruit salad 

Meaning, some products on the market are like a fruit salad – they’ve thrown all the ingredients that you could possibly think of into a product and hope it works and appeals to a wide audience. 

This trend will be stripped back in 2022 as we see more brands focus on their niche and results.

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