The way people buy and wear makeup is changing rapidly, and the beauty industry is doing its best to keep up.
This isn't your mom's cosmetics counter. The heavily-scented moisturizers, chemical-laden lipsticks, and slightly-off-tone foundations of yesteryear are making room on the shelves for the lighter, more personalized, and authentically natural beauty products of today.
Small trends in consumer preference are going quickly mainstream now, impacting the beauty industry hard as they mirror reflections of the larger societal systemic shifts occurring. But what's driving this transformation? We've examined the latest trends and uncovered some of the top reasons behind the shifts—and what we can expect in the industry going forward.
One of the most noticeable shifts we've seen is the chemical-free ingredient list. But pay attention—it isn't enough to mark packaging as "ALL-NATURAL" in big bold font anymore. Today's truth-savvy shoppers aren't buying it—literally.
This means manufacturers can't just "green-wash" their products for today's market. They now need to prove the ingredients are what they say they are. And they'd better be free of artificial ingredients.
Paraben-free products, meaning free of such synthetic ingredients as butylparaben and propylparaben, are gaining popularity as suspicion has grown about their potential for harm. Other chemicals like phthalates, BHA, ethanolamines, resorcinal, anything that releases formaldehyde, anything ending in -eth (i.e. sodium laureth sulfate), and lead acetate are among a growing list of items to pass on as well.