Let's face it. 2021 has once again been another challenging year in which health and well-being have climbed steps to become the most longed-for. Everything that implies taking care of ourselves at the highest level resonates intensely within us. Among the 5 beauty trends that are coming, according to experts, we will delve into some already known and explore the confines of new ones.
Be that as it may, 2022 is expected to be full of good options for cultivating the Self in all its dimensions (the physical and the spiritual), starting with a renewed mental attitude that will guide us along the paths of self-indulgence.
Skincare, more than a trend, a movement
That we are immersed in the golden age of cosmetics, more than a trend, is a whole movement. The interest in skin care has been evident in the motivation of a very informed consumer and products that prioritize quality over quantity. An activism that, far from losing momentum, is growing.
So much so, that this category has emerged as a pioneer in the global expansion of beauty, according to industry analysts and, according to their predictions, we can expect a lot of innovation in the sector in 2022. A more intellectual attitude and trends such as well-aging are leading us to lose interest in wrinkles to focus on improving the health of our skin.
The microbiome, so familiar you'll invite it for coffee
According to analysts, Google Trends searches for "microbiome skin care" have grown exponentially in the last 12 months. We are not only interested in probiotic products, but all skin care references that include prebiotics, aimed at rebalancing and strengthening the skin barrier.
According to trend forecasting agency WGSN, in 2022 fermented beauty will also play an important role. The big drivers: Japan and Korea (as well as TikTok globally). A growing interest because fermented ingredients have the potential to improve barrier action, and natural bacteria extend the shelf life of formulas, a sweet treat for sustainably-minded consumers.
This may be the reason for the increasing interest in incorporating bio-sugars, as they are an excellent prebiotic. When skin bacteria are well nourished, the barrier function is more effective. These bacteria generate a metabolic by-product: lactic acid, a very effective natural exfoliant that also keeps the hydrolipidic film healthy.
Ultra Revitalising Elixir, in addition to several sugars, contains a saccharide hydrolyzate obtained by enzymatic hydrolysis of Schizandra berries, with a unique composition of peptides, sugars and hydroxy acids, which improves barrier function, hydrates and restores even the most sensitive skin.
Condensed beauty, minimum waste
When it comes to sustainable formulations, innovations in waterless products are taking off. 'Condensed beauty', a new movement coined by foresight consultancy The Future Laboratory, is about brands discovering new ways to amplify the results and efficiency of beauty formulas, while reducing product waste.
In the formulation of Dara’s Water, the use of water has been reduced, replacing it with damask rose (in high concentration, 20%) and organic oat extracts, distilled exclusively for Twelve Beauty in Italy on request. And in many of Twelve Beauty's references, such as Jojoba Quench Body Serum or Nutritive Repair Emulsion, Spent Grain Wax has been used, a waste product obtained from the residue generated by malt in breweries, very rich in Omega 6 fatty acids, perfect for sensitive skin.
Cleanical, the new trendy buzzword
The combination of “clean” and “clinical”, according to WWD, will be another of the new beauty terms that will resonate most in 2022. A concept that suggests safety and efficacy, but at the same time transparency and absence of environmental impact. What could be understood as the logical evolution of the Clean Beauty trend, driven by consumers who were looking for products free of potentially harmful ingredients.
The 'New Masculinity' will challenge obsolete stereotypes
Celebrity culture has succeeded in subverting obsolete gender norms in recent times. Social media has given men a megaphone, an incredible platform to self-express and rewrite traditional gender scripts by challenging stereotypes. The forecast is that the new male identity will continue to evolve. And it will do so through beauty, as demonstrated by the increasingly common Instagram or TikTok profiles, where experimenting with makeup or reviewing the best cosmetic products is no longer a male taboo.
Experts such as the Australian blogger of Indian origin, Just Ask Arjun @justaskarjun (a big fan of Twelve Beauty), specialized in eco-luxe beauty, show us that "understanding" cosmetics is not the exclusive preserve of women. A new masculinity is emerging, along with the collective interest in personal care and the rise of beauty brands that are offering men new care options adapted to their idiosyncrasies.
And it is not surprising that Twelve Beauty is one of the preferred brands among men. Its light, highly penetrable, non-dense textures, its lack of aromas and its minimalist image, have allowed this clean beauty brand to carve out a niche among the most sybaritic options. Two of the favorites? Rapid Eye Treatment and Ideal Rebalancing Level Serum, for their incredible results and the sensoriality of their textures.