As consumers prioritize self-care in 2021 with more time spent at home, products in this category are rising in demand, setting the next beauty trend for this year. Although self-care is not a new term as it existed pre-pandemic, it now has a greater meaning in many people’s lives, and the role that beauty products play in this category is significant.
Recently, many articles or posts on social media deal with the topic of self-care and many studies and reports show that sales numbers have increased anywhere from 15% to 30% for self-care products in the retail world.
Still very new in the beauty world, another category that is brought to our attention is beauty-tech. With limitations and decreased number of testers on counters in stores, AR try-on and customized beauty seem to be the digital solution that companies are working on to address the challenges posed by the pandemic.
With this shift in trend, beauty companies are working around this so they can exhibit and lead the trend for 2021. This also impacted beauty startup brands as many of them seem to venture into the key trend and launch more skincare focused and personalized products. Some of the noteworthy brands that demonstrate this are:
Réduit is a revolutionary brand that creates skincare and haircare applicator tools. Their Réduit One is especially revolutionary and what their brand is known for: it is a device that allows you to put in a hair treatment pod of your choice to deliver all the potent ingredients to your hair for nourishment and repair.
With the magnetic misting, ultrasonic diffusion, and sonic pulsation, Réduit One is 38 times more effective than traditional hair care products. Their innovative technology allows better absorption and an even distribution of the product, and what’s even better is that the treatment takes less than a minute.
This user-friendly and sustainable product is designed to elevate the everyday. Just like the name of their brand “Réduit,” which means “reduced,” they reduce packaging, time, and steps, but amplify results.
The biggest advantage of Réduit is that consumers can customize their hair care routine depending on what they need each day. They have the luxury to choose their treatments every time they use the product instead of having to buy a whole bottle of treatment they have to use until it empties. With such innovation, Réduit demonstrates the future of beauty.
Opulus Beauty Labs is known for The Opulus, a new beauty appliance that will change the future of skincare. Similar to Réduit One, this device works with plastic-free pods called “opoules,” which contain single-dose skincare solutions powered by active skincare ingredients.
The biggest advantage of this product, other than being able to personalize your skincare routine, is that users can keep their skincare ingredient super fresh as it is activated only when the user uses the opoule. This also means that the ingredients are delivered at its peak potency which will maximize the effect.
The Opulus just launched this month and impressed many people around the world with its cutting edge science and eye-opening technology. It demonstrates the future of beauty-tech and even more potential for the industry’s growth.
If people are so conscious about what they put in their bodies, shouldn’t they also be conscious of what they put on their bodies?
This is why Saie exists. With so many brands in the beauty industry that now focus on clean ingredients, it isn’t too hard to find clean skincare. However, it’s still pretty difficult to find makeup that is both clean and fashionable, so Saie was made to target the best of both worlds.
Saie combines skincare with clean makeup and their products can deliver the “effortless yet beautiful” finish, which is totally on-trend.
Prose is a haircare brand that customizes products for each customer. Through their lab innovation, natural ingredients, and high performance, they are proving that even among mass-beauty, customization for true personal care is possible.
They customize everything from hair oils to dry shampoos, and of course, their ingredients are clean and sustainable globally. Prose believes that everyone deserves extraordinary care in their own ways, and they always aim to set a new standard in beauty.
Bubble is a unique brand with a very bubbly and fun concept that aims to change teen skincare. They focus on creating effective skincare products that won’t irritate or strip youthful skin.
Youthful skin can be delicate and sensitive, and some products out in the market, especially those for acne prone skin, can contain a lot of active ingredients that may not be the most gentle on younger skin.
In order to protect and preserve teenage skin while helping to balance and clear the skin, Bubble works on finding gentle actives like niacinamide and natural willow bark extract. Their lines are also vegan, cruelty-free, fragrance-free and free of harsh chemicals.
Although the brand aims to change teenage skin, their products can be used by anyone who wants to balance and clear the skin. They also prove that skincare doesn’t have to be expensive as their products are very affordable and accessible.
Eskafil is a skincare brand developed by dermatologists that demonstrates nature’s best work. Their powerhouse ingredient is snail slime, and for this they have their own greenhouse which mimics the natural environment to raise their snails in. Therefore, these snails are pretty much living in the wild minus the predators.
From their greenhouse, only the healthiest snails are chosen to extract the mucin. This process is done very carefully to minimize stress, and snails are cleaned with distilled water before they are returned safely into their living space.
There is a reason why these dermatologists chose snail mucin to use in their products. Snail slime is a magic ingredient:
This means Eskafil products can be used for any type of skin whether that is dry skin, oily skin, acne prone skin, aging skin, or sensitive skin.
Like any other beauty brands that are leading the beauty trends, Eskafil focuses on self-care. “We believe skincare is self-care. With our products, we aim to inspire you to commit to yourself. Everyday.”
With more and more startup beauty companies, the industry is becoming oversaturated with brands, but what makes starting brands stand out from others is their trendiness.
It’s important to listen to the needs of consumers and foresee what is going to be popular and in demand for a brand to succeed. Of course, innovation is key, but if there’s only innovation and no urgency to meet the standards of the leading trend, the brand will have difficulty standing out.
After reading about the 6 brands above, you probably see a pattern. The big themes that appear again and again are self-care, customization, and clean beauty.
Self-care is important and highlighted especially during the pandemic, personalization and digital innovation is needed because everyone and their standards for beauty are different, and lastly, clean beauty is crucial because we need to be kind to our skin and the Earth.
Thanks to the shift in what people look for in beauty products today, companies are making eco-friendly choices in their product development process to minimize damage to the environment.
All these changes and eye-opening innovation establish a better world for consumers and reveal limitless growth of the industry.