THE FUTURE OF

BEAUTY

BROADCASTS FROM TOMORROW

 *Dazed Media Youth Culture Report 2020, survey of 3,500 global audiences
HOW HAS COVID-19 AFFECTED THE WORLD OF BEAUTY?

Accelerated The power
 Health, Rise in online

digital of social wellness
 beauty sales
transformation platforms and beauty

The pandemic has
accelerated the shift to
digital shopping by
roughly five years.
- IBM 2020 US Retail Index Report
80% of Millennials were Use of skin care Beauty e-commerce
interested in products products has risen in sales are twice as
trending on social the UK during Covid-19 high as their pre-
media followed by 73% as consumers turn to COVID-19 levels.
of Gen Z. cleansers, masks and - McKinsey, 2020
toners to improve their
- GlobalData
overall skin health and
well-being.
- Mintel
WHAT DOES BEAUTY MEAN

TO GEN Z?
 *Dazed Media Youth Culture Report 2020, survey of 3,500 global audiences
80% OF OUR AUDIENCE SAID BEAUTY IS ABOUT CONFIDENCE, NOT APPEARANCE.

11% SAID BEAUTY IS SOMETHING YOU CAN INFLUENCE THROUGH COSMETIC PROCEDURES.
 *Dazed Media Youth Culture Report 2020, survey of 3,500 global audiences
“Your own beauty is “Beauty is the best “Beauty is power.”
defined by how you feel version of yourself.” -Dazed Audience

is a true expression of -Dazed Audience

your inner self.”

-Dazed Audience
 *Monomass report, survey of 3,500 global audiences
THE FUTURE IS DIGITAL?

20% BELIEVE THAT USING FILTERS TO CHANGE YOUR LOOKS ONLINE IS DAMAGING
 
16% SAY THE FUTURE IS ALL ABOUT DIGITAL BEAUTY ANYWAY
WHAT OUR AUDIENCE
ARE INTO NOW
SKIN-CARE, NATURAL GLOW, BROWS AND A “POP”

“Metallic dark lipstick, draping, no make-up at all.”

“The natural, dewy complexion is a trend I'm loving right now.”

"Clear skin, creamy makeup, brows.”

"Skin care, tinted moisturisers, cream make-up.”

“Sustainability i.e. largely recyclable packaging, reusable bamboo/

cotton pads, soap bars.”


"Glossier cloud paint, natural brows and 'egirl' blush”

“Glitter, no foundation, sunscreen.”

“Face masks, sunscreen, alpha beta daily peel.” — DAZED BEAUTY CLUB MEMBERS
TOP PERFORMING CONTENT ON DAZED BEAUTY

Taboo Beauty
TikTok / Wellness Fad

TikTok / Beauty Waste

Inclusivity

Beauty-related election coverage

WHO TO FOLLOW NOW
ON THE RISE…
TRENDS TO LOOK OUT FOR WITHIN THE BEAUTY INDUSTRY
CONTENTS

NEW BEAUTY
ENHANCED EXPERIENCES MORE PURPOSEFUL BEAUTY
INTERSECTIONS

PERSONALITY LED

HYPER PERSONALISATION BEAUTY EXTREMES
BEAUTY BRANDS
 “I COULD DEFINITELY SEE BEAUTY
BRANDS RELEASING ANIMAL
CROSSING-THEMED PALETTES, AS
THE GAME GARNERS INFLUENCERS
AND MORE CELEBRITIES TO PLAY IT.”
— Kyle Wong, CEO of Pixliee

NEW BEAUTY
INTERSECTIONS
NEW BEAUTY INTERSECTIONS

NEW COLLABORATIONS
The exclusive collaboration between Mac and Tencent,
where different lipsticks represent different characters in
the game sold out within the first 24 hours.
NEW BEAUTY INTERSECTIONS

SOCIAL BEAUTY
New hit game Among Us inspired a beauty trend on TikTok
as well as studio Ghibli’s work. TikTok is driving beauty
trends, this is only just the beginning. TikTok was shown to
be driving beauty sales through Amazon during lockdown,
using the hashtag #amazonfinds.
Souce I
Source II
NEW BEAUTY INTERSECTIONS

E-BEAUTY
Venus Gillette partnered with Animal Crossing to create
250+ diverse skin representations, enabling players to ‘put
their skin in the game’ and celebrate more of their identity
in the world of gaming.
Source I
Source II
 90% OF THE DAZED BEAUTY
CLUB AUDIENCE WOULD BE
HAPPY TO PURCHASE BEAUTY
PRODUCTS WITHOUT TRYING
THEM, ONLINE.

ENHANCED EXPERIENCES
DIGITAL EXPERIENCES

BLENDING THE REAL AND

THE VIRTUAL
Many brands have adopted the ‘virtual try on’ but artists
across Instagram and TikTok are changing the face of
beauty through progressive and experimental face filters.
The Ordinary are also offering free skincare consultations
online.
DIGITAL EXPERIENCES

THE ERA OF
LIVE-STREAMING
Live Streaming in China is hugely successful, driving in the
moment purchases. In February alone Taobao, the platform
which sees the largest number of live-streaming sales, saw
an increase of 719% in new sellers across the country. In
August LV Mens show saw 68 million viewers on WeBo, 18
million on Douyin, 8 million on Tencent, and 1 million on
OOH. Amazon have launched Amazon Live which is
attracting more beauty brands to live stream, shoppable
content.
DIGITAL EXPERIENCES

SELFRIDGES X

DAZED BEAUTY
Dazed Beauty partnered with Selfridges to create an
exclusive in-store beauty moment. During the height of
lock-down the collaboration evolved into an online series of
moments and digital events with some of the world’s
leading beauty talent.
 CLEAN BEAUTY SPENDING IS UP
26% AMONG GEN Z CONSUMERS.
— Klarna, 2020

MORE PURPOSEFUL
BEAUTY
PURPOSEFUL BEAUTY

66% of the Dazed Beauty Club audience

say that a beauty product that is
ethical is the main driver to purchase.

SUSTAINABLE BEAUTY
From eco products to refillable and subscription based beauty
products, clean beauty couldn’t be more important now.

Bleach London Refills

PURPOSEFUL BEAUTY

CLEAN BEAUTY
We know that Gen Z are most motivated to buy natural
ingredients, beauty products and sustainability is top of
mind for this generation.

Drunk Elephant, committed to clean ingredients

PURPOSEFUL BEAUTY

INCLUSIVE BEAUTY
Although many beauty brands are becoming more inclusive
through their products and communications, more
representation and challenging ideals of beauty are still
needed. Ambassadors with more authenticity and meaning
beyond product pushing are the spokespeople for your
brand, choose them wisely.
Source I
Source II
Source III

The Dazed Beauty audience say that

inclusivity and diversity is what
makes a beauty brand most
influential today
 “MILLENNIALS WANT SOMEONE THEY
CAN RELATE TO AND CELEBRITIES THEY
IDOLISE FIT THAT BILL MUCH MORE
THAN A CORPORATION. ”
— Marta Sundac, Dazed Beauty

PERSONALITY LED BEAUTY

BRANDS
PERSONALITY-LED BEAUTY BRANDS

CELEBRITY BEAUTY BRANDS

Celebrity beauty brands are seeing huge success in recent
years, why? They’re human, have a clear and simple point
of view, they have an existing fanbase and they’re lead by a
powerful entrepreneur who are more than just the face,
they’re the founder.
PERSONALITY-LED BEAUTY BRANDS

BEAUTY DISRUPTERS
Many new beauty brands have completely disrupted the
beauty industry in recent years. They’re catering to a set of
new needs from audiences and can truly cater to single-
minded propositions that land with their audiences. They’re
also able to be truly social first and have a two way dialogue
with their audience.
 “I BELIEVE PERSONALISATION IS THE
FUTURE OF EVERYTHING. “
— Carol Zhou, SVP and Head of China
Business Innovation and Investment Shiseido

HYPER PERSONALISATION
HYPER PERSONALISATION

HYPER-PERSONALISED
BEAUTY THROUGH AI
Shiseido are investing and exploring the potential of AI. In
January they announced plans for a potential partnership
with Meitu, a beautifying app that has invested a large sum
in AI, and Uniskin, which specializes in gene detection. A
joint venture with Japanese beauty device brand Ya-man
was also recently announced. They have just unveiled a new
travel retail, virtual stand.
Source
HYPER PERSONALISATION

BIG DATA
Nars used customer quizzes to adjust their global marketing
strategy and fully understand their consumer. More data
allows for a more personalised experience for the
consumer. It’s important to recognise that brands need to
be transparent and clear about what they’re asking of
audiences as were increasingly asked to share more data.
HYPER PERSONALISATION

BEAUTY TECH
We’ve seen accelerations of beauty tech, particularly during
lockdown as touch-free beauty solutions are needed.
Virtual-try on has become the norm with the help of AR
tech. What is next? More advanced DNA analysis, 3D
printing of personalised products and integrated products
such as smart mirrors.
Source I
Source II
BEAUTY EXTREMES
SOCIAL BEAUTY
58% of the Dazed Beauty Club audience say that
since lock down they’re focusing more on
wellness and skincare

THE RISE OF HEALTH AND

WELLNESS
The health and beauty trend has accelerated amongst the
pandemic with sales increasing by 5% in the UK and this
figure set to rise over the coming years. Skincare is
predicted to be the fasted growing category (Global Data)
and we’ve seen a rise in popularity in ‘natural’ beauty looks.
Mood boosting products, at-home pick me ups and the
intersection of beauty, healthcare and wellbeing are set to
continue to rise.
Dazed Beauty Digital Spa

Dazed Beauty, Essex Beauty

SOCIAL BEAUTY

BEAUTY RE-IMAGININGS
As our ideals of beauty shift and new creative explorations
emerge, including those that intersect with other industries
and worlds, we’ll see more extreme, unseen and creative re-
imaginings within the beauty space. A number of trends
we’ve forecast include Pale Baby Android, Baroque
Dystopian and Super Naturals.
Source

25% of the Dazed Beauty Club audience

say that since lock down they’re
experimenting more with their beauty
looks.
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