2020 was a 12 months the place skincare boomed and customers have been excited to attempt new issues, devour instructional content material, and hunt down purpose-driven manufacturers.
So what traits rose in 2021? We share an evaluation that reveals three rising magnificence traits that we predict could proceed into 2022.
All information above compares December 2019 – November 2020 vs December 2020 – November 2021, with a view 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. Nevertheless, information exhibits that influencers posting content material with various 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 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% 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 development is because of the truth that the period of common training is over. Now, customers are on the lookout for content material and merchandise which might be tailor-made and handle particular wants.
Skincare zones in on sensitivity
We really assume this motion from common training to particular drawback fixing can 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 circumstances are gaining traction too.
Pimples 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 might ask the query: why is that this nonetheless a development if engagements are down however video views are up? We predict this may need one thing to do with the detrimental connotation of those matters. Shoppers could not “like” a video about having delicate pores and skin, zits, eczema, or rosacea, however they might watch a video to discover ways to resolve these points.
Pure magnificence elements
In keeping with social information, it seems that influencers and their audiences are concerned with 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 development to CBD magnificence – stating that they each have a tie to psychedelics and possess atopical (hydrating, anti-inflammatory) and inside (immunity boosting) advantages. However in contrast to CBD, which labored its method 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, ensure you dedicate time to researching their historical past! Reishi mushrooms, for instance, are a staple of conventional Chinese language drugs. Paula’s Alternative has performed this kind of analysis and acknowledgement nicely – 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 Components Throughout All Platforms:
- -11% activated influencers
- +338% engagements
- +486% video views
It’s necessary to notice that Ayurveda is in no way new – Ayurveda is a standard Indian system of medication that “goals to protect well being and wellness by holding the thoughts, physique, and spirit in steadiness and stopping illness relatively than treating it”. Once we say it is a “rising development” we’re merely noting the current momentum it has gained amongst mainstream influencers, manufacturers, and social audiences.
There seems to be two common 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 therapy 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 development 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 common 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 interested by how the sweetness business overlaps with self care and psychological well being (e.g. Uncommon Magnificence) — Ayurvedic magnificence has that very same holistic strategy.
Need extra in-depth magnificence insights? Join our month-to-month magnificence e-newsletter and get unique content material together with data-backed development recognizing, analyses of profitable influencer collaborations, and benchmarked rankings of world magnificence manufacturers.
Keep within the know
Signal as much as get new case research, invitations to our occasions and our month-to-month influencer advertising e-newsletter.
Get month-to-month magnificence trend-spotting, information insights, and international magnificence model rankings.