2020 was a 12 months the place skincare boomed and customers have been excited to attempt new issues, devour academic content material, and search out purpose-driven manufacturers.
So what traits rose in 2021? We share an evaluation that reveals three rising magnificence traits that we expect might proceed into 2022.
All knowledge above compares December 2019 – November 2020 vs December 2020 – November 2021, with the intention to a full year-over-year comparability.
Specificity in numerous hair care
Numerous hair care – or hair care for folk with curly, wavy, and in any other case textured hair – noticed an increase in 2020. Nevertheless, knowledge reveals that influencers posting content material with numerous hair care phrases has fallen by 26% in 2021.
What’s attention-grabbing is that we’re seeing a simultaneous rise in conversations about particular attributes or challenges for folk with curly, wavy, and textured hair. For instance, extra people are speaking about hair porosity and particular person hair varieties (e.g. 2A, 3C, 4).
Hair Porosity Content material Throughout All Platforms:
- +7% energetic influencers
- +608% engagements
- +1159% video views
And, despite the fact 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% energetic influencers
- +127% engagements
- +50% video views
We predict this rising pattern is because of the truth that the period of normal schooling is over. Now, customers are searching for content material and merchandise which can be tailor-made and handle particular wants.
Skincare zones in on sensitivity
We truly assume this motion from normal schooling to particular drawback fixing will likely be an overarching theme within the subsequent 12 months. Why? We’re seeing it occur in skincare too.
Delicate Skincare Content material Throughout All Platforms:
- -5% energetic influencers
- -22% engagements
- +21% video views
Much more attention-grabbing, conversations about particular pores and skin situations are gaining traction too.
Zits Content material Throughout All Platforms:
- -20% energetic influencers
- -15% engagements
- +20% video views
Eczema Content material Throughout All Platforms:
- +1% energetic influencers
- +24% engagements
- +106% video views
Rosacea Content material Throughout All Platforms:
- +6 energetic influencers
- -39% engagements
- +7% video views
A few of you could 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 detrimental connotation of those subjects. Shoppers might not “like” a video about having delicate pores and skin, pimples, eczema, or rosacea, however they could watch a video to learn to remedy these points.
Pure magnificence components
In line with social knowledge, it seems that influencers and their audiences are all in favour of incorporating magnificence merchandise with extra pure components. 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 – declaring 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 means slowly up from indie manufacturers, mushroom magnificence appears to have emerged and instantly made it into mainstream magnificence model’s merchandise.
Tip: If you’re seeking 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 Selection has accomplished this sort of analysis and acknowledgement properly – test it out on this Instagram submit 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 certainly not new – Ayurveda is a conventional Indian system of drugs that “goals to protect well being and wellness by maintaining the thoughts, physique, and spirit in steadiness and stopping illness reasonably than treating it”. After 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 normal approaches to Ayurvedic magnificence merchandise — one merely makes use of conventional Ayurvedic components 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 components like ashwagandha in its hair and scalp remedy oils. The opposite strategy makes use of these particular components 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 attention-grabbing as a result of it aligns with a number of the different themes we have been seeing in magnificence. Skinfluencers grew to become fashionable as a result of they pulled the curtain again on what particular components do what, Ayurvedic magnificence has that very same academic ingredient. Equally, many manufacturers are fascinated about how the wonder trade overlaps with self care and psychological well being (e.g. Uncommon Magnificence) — Ayurvedic magnificence has that very same holistic strategy.
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