2020 was a yr the place skincare boomed and customers have been excited to attempt new issues, devour instructional content material, and search out purpose-driven manufacturers.
So what developments rose in 2021? We share an evaluation that reveals three rising magnificence developments that we predict could proceed into 2022.
All information above compares December 2019 – November 2020 vs December 2020 – November 2021, in an effort to a full year-over-year comparability.
Specificity in various hair care
Numerous hair care – or hair care for people with curly, wavy, and in any other case textured hair – noticed an increase in 2020. Nonetheless, information exhibits that influencers posting content material with various hair care phrases has fallen by 26% in 2021.
What’s fascinating is that we’re seeing a simultaneous rise in conversations about particular attributes or challenges for people with curly, wavy, and textured hair. For instance, extra of us are speaking about hair porosity and particular person hair varieties (e.g. 2A, 3C, 4).
Hair Porosity Content material Throughout All Platforms:
- +7% lively influencers
- +608% engagements
- +1159% video views
And, regardless that the variety of influencers posting about particular hair varieties has fallen, viewers engagements and video views are nonetheless rising.
Particular Hair Sort Content material Throughout All Platforms:
- -16% lively influencers
- +127% engagements
- +50% video views
We predict this rising pattern is because of the truth that the period of basic schooling is over. Now, customers are searching for content material and merchandise which are tailor-made and tackle particular wants.
Skincare zones in on sensitivity
We really suppose this motion from basic schooling to particular drawback fixing shall be an overarching theme within the subsequent yr. Why? We’re seeing it occur in skincare too.
Delicate Skincare Content material Throughout All Platforms:
- -5% lively influencers
- -22% engagements
- +21% video views
Much more fascinating, conversations about particular pores and skin situations are gaining traction too.
Zits Content material Throughout All Platforms:
- -20% lively influencers
- -15% engagements
- +20% video views
Eczema Content material Throughout All Platforms:
- +1% lively influencers
- +24% engagements
- +106% video views
Rosacea Content material Throughout All Platforms:
- +6 lively influencers
- -39% engagements
- +7% video views
A few of you might ask the query: why is that this nonetheless a pattern if engagements are down however video views are up? We predict this might need one thing to do with the unfavourable connotation of those subjects. Shoppers could not “like” a video about having delicate pores and skin, zits, eczema, or rosacea, however they could watch a video to discover ways to resolve these points.
Pure magnificence elements
Based on social information, it seems that influencers and their audiences are involved in incorporating magnificence merchandise with extra pure elements. Two examples? Ayurvedic and mushroom-based magnificence merchandise.
Mushroom-based Magnificence Content material Throughout All Platforms:
- +12% activated influencers
- +19% engagements
Shiny in contrast the brand new mushroom pattern to CBD magnificence – stating that they each have a tie to psychedelics and possess atopical (hydrating, anti-inflammatory) and inner (immunity boosting) advantages. However not like CBD, which labored its manner slowly up from indie manufacturers, mushroom magnificence appears to have emerged and instantly made it into mainstream magnificence model’s merchandise.
Tip: In case you are trying to incorporate mushrooms, be sure to dedicate time to researching their historical past! Reishi mushrooms, for instance, are a staple of conventional Chinese language medication. Paula’s Alternative has finished such a analysis and acknowledgement properly – test it out on this Instagram publish about their Tremendous Hydrate In a single day Masks.
Subsequent, Ayurvedic-based magnificence merchandise.
Content material Mentioning Hair Care Merchandise with Ayurvedic Elements Throughout All Platforms:
- -11% activated influencers
- +338% engagements
- +486% video views
It’s essential to notice that Ayurveda is on no account new – Ayurveda is a standard Indian system of drugs that “goals to protect well being and wellness by preserving the thoughts, physique, and spirit in stability and stopping illness moderately than treating it”. Once we say it is a “rising pattern” we’re merely noting the current momentum it has gained amongst mainstream influencers, manufacturers, and social audiences.
There seems to be two basic approaches to Ayurvedic magnificence merchandise — one merely makes use of conventional Ayurvedic elements like ashwagandha, barberry, brahmi, cardamomum, kumkumadi oil, chickpea flour, and extra. For instance, Fable & Mane is a hair care model based by Akash Mehta that makes use of ayurvedic elements like ashwagandha in its hair and scalp remedy oils. The opposite strategy makes use of these particular elements whereas making use of the holistic philosophy from Ayurvedic practices. For instance, some Ayurvedic skincare manufacturers create merchandise tailor-made for particular pores and skin varieties or incorporate important oils to faucet into different senses.
Tip: This pattern is fascinating as a result of it aligns with a few of the different themes we have been seeing in magnificence. Skinfluencers grew to become widespread as a result of they pulled the curtain again on what particular elements do what, Ayurvedic magnificence has that very same instructional factor. Equally, many manufacturers are fascinated with how the sweetness business overlaps with self care and psychological well being (e.g. Uncommon Magnificence) — Ayurvedic magnificence has that very same holistic strategy.
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