Top 5 Countries For The Next Beauty TrendsCATEGORY / Beauty & Wellness TAGS / beauty, beauty trends, top 5 Fractals LAB / Jolie DATE / August 16, 2019
As K-Beauty is no longer niche, new countries are the protagonists of the new emerging global trends in beauty, with products and treatments that are already becoming the new “must” for skincare and makeup worldwide. Here are 5 you should keep an eye on.
Many beauty analysts worldwide forecast that Japanese Beauty is about to pick up in a big way, and we definitely agree with them. Thanks to a strengthened economy and culture of cleanliness and self-care, the country is looking to expand its horizons with skincare products and brands that are already selling out in Western markets.
J-beauty characterizes for its simple yet sophisticated beauty routines. It is inspired by natural ingredients, backed by science and technology and strongly anchored in tradition. Facial skincare is always prioritized over color cosmetics, betting on clean, natural looks.
Among the Nation’s best sellers we find Decorté, fronted by Kate Moss and launched at Selfridge’s to great acclaim; and Cle de Peau: both offer skincare and make-up, with an emphasis on fresh, glowing skin. Beauty editors are also in love with DHC’s cleansing Oil and you can’t miss Suqqu’s makeup brushes.
Australian beauty brands are emerging as significant players in the global market. The country is home to a huge variety of unique native plants, many of which are rich in antioxidants and medicinal properties. That, combined with Australia’s sunny weather, is inspiring a boom in natural and functional skincare — both of which are key components in the current beauty trends worldwide.
MV Organic Skincare is gaining traction all around the world, thanks to the endorsements of celebrities such as Emma Watson, Cara Delevingne, and Rosie Huntington-Whitely. Frank Body has also enjoyed global success with its coffee body scrubs and skincare line, mostly due to social media.
Other Australian brands currently booming include skincare line Alpha-H; natural cosmetics brand Lucas Paw Paw; vegan & cruelty- free brands INIKA Organics and Dr. Roebuck’s, and skin and haircare brand Aesop.
Europe is finally fighting to claim back its place in the global beauty market. A traditional Scandinavian concept, called ‘Lagom’, is gaining interest worldwide and drawing consumers who are seeking a simpler, cleaner approach to beauty.
Meaning “not too much, not too little’, the Lagom skincare is all about minimalism and super-efficient formulas. It focuses on utilizing natural ingredients, that are incredibly potent and active due to the harsh weather they come from. In fact the plants, roots, and algaes that grow in Northern Europe have learned to adapt to a general lack of sunlight, so they absorb high amounts of nutrients from the intense short-lived sunlight.
Verso Skincare (Sweden) and Lumene (Finland) are two of the best selling nordic brands. Verso offers a kind of retinol it describes as “Super 8”, meaning it’s eight times as effective as regular retinol but with half the irritation. The formula is infused into eye creams, serums, and sheet masks. Lumene has developed a line of skincare products designed to soothe and calm the skin in extreme weather, using the natural power of Nordic berries and plants as key ingredients. Other emerging Nordic brands are Eleni & Chris from Norway, Blue Lagoon and Skyn from Iceland.
The uptick in the popularity and availability of Thai beauty brands means the national industry is finally ready to hit the global scene. The recent shift in customers behavior may accelerate the process: now the focus for local brands is on beauty products that are organically sourced from nature, meeting the global demand.
Another key element for their success is the extreme personalization: companies are offering hyper-customized solutions for targeting wrinkles and preventing pollution damage, brightening and whitening skin (a common practice throughout Asia), and countering blemishes, oiliness, dryness, and age spots.
Some of the most competitive Thai brands are Divana, who offers a vast range of plant-based products, natural skincare company Siam Botanicals, and Thann, which relies on premium ingredients such as ReGeniStem (a biotechnology extract sourced from Himalayan red rice), nano shiso (rich in vitamin A and vitamin C), and rice bran oil (an oil extracted from the hard brown outer chaff of grains of rice)
The Chinese have typically relied on international beauty brands at the mid and premium market levels, but local companies are now taking back a portion of the market share. More than K-Beauty and J-Beauty, the so called C-beauty strongly bet on digital platforms and technological advances, embodying a new and modern way of looking at skincare.
Chinese brands are effectively reaching Millennials and Gen Z by harnessing the power of Key Opinion Leaders (KOLs) on social media platforms such as WeChat and Weibo. For the products, they usually go back to traditional Chinese medicine, but with a twist of modern science: this results particularly appealing in a time where ‘wellness’ is directly equated to beauty.
Brands like Wei and Herborist are becoming as popular as some of the premium international beauty brands, while Pechoin and Inoherb are helping lead the Chinese beauty expansion into the mass-market. Hedone and Sevenfriends are some of the digitally native local brands killing it online.
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