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Markets & trends

Consumers’ oscillations between nature and science, connection and disconnection to disrupt the global beauty market

According to Mintel, exploration of the push-pull between nature and science and toggles between connection and disconnection are two key trends to understand what the global beauty and personal care market will be in ten years.

Science and nature, on the one hand, connection and disconnection, on the other, form the two beauty and personal care trend spectrums identified by the market intelligence agency in a recent report on global beauty and personal care trends for 2030.

A new look at science and nature

Over the next 10 years, consumers will explore the push-pull between nature and science. Advances in software, hardware, apps and augmented reality will herald the Fourth Industrial Revolution, significantly changing the way consumers choose, purchase and interact with beauty and personal care products,” says Sarah Jindal, Senior Global Analyst, Innovation and Insights, Mintel Beauty & Personal Care.

While toggling between connection and disconnection, consumers will seek (...)

While toggling between connection and disconnection, consumers will seek out their tribe.

Within this “science and nature” spectrum, consumers will change their opinions on what is ‘natural’ or ‘clean’.

As lab-grown products continue to enter the market, consumers’ comfort with biotechnology will increase. At the same time, mistrust of ‘clean’ and ‘green’ labels will see consumers scrutinize ingredient lists and question product efficacy,” adds Sarah Jindal. “We’ll see biometrics offer an innovative way for companies to interact more personally with consumers by providing valuable customizations.

In 2030, according to Mintel, the clean beauty industry will just be the beauty industry and the focus will be on transparency and an eco-ethical mission rather than fear marketing.Success will only be achieved by the brands that offer full transparency and avoid misunderstanding,” highlights Jindal.

Waste-free, engineered and lab-grown natural ingredients, data, transparency, are some of the key words of this first trend.

Connection and disconnection

While toggling between connection and disconnection, consumers will seek out their tribe, with beauty and personal care brands serving as a facilitator.

We predict the next decade will see even greater polarization with consumers fluctuating across a spectrum of behaviour driven by both information and emotion, connection and disconnection. Expect to see remote-control services bring access to the geographically disconnected, village commerce open once unreachable markets and more consumers ‘switch off’ as they strive to find real-world connections,” explains Sarah Jindal.

At the same time, consumers are losing the ability to relate to one another on a human level, while access to floods of information has detrimental effects, bringing into question the concept of authenticity.

Every purchase will be carefully considered as consumers move to a more minimal approach, making investments in high-quality, high-performing products and reusing and upcycling products wherever possible,” highlights Jindal.

Customisation, services, biometrical data, simplified skincare, space-farmed ingredients, variety of cultures and lifestyle are among the key words of this second trend.

In a world that becomes more polarised, the next decade is monumental for the global beauty and personal care industry, finds Mintel.

Vincent Gallon

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