Beauty brands will increasingly focus on ingredients and leverage technology while time-constrained users will prefer multipurpose products
Beauty is so much more than in the eye of the beholder. From the way you put on make-up to what you use, the beauty industry is constantly innovating. Harlin Sachdeva, founder of House of Makeup, a clean make-up brand, shares five trends that will shape the future of the Indian cosmetic industry.
Ingredients matter
A cream is no longer just a cream. The sum of its parts is as important as the end product. “With increasing competition in the beauty industry, especially from global brands, consumers are realising how high the bar is set. They want superior ingredients that are harm-free and high in performance. This is leading to an increased emphasis on product ingredients, which will only grow,” says Sachdeva, who was formerly with Nykaa and Sugar Cosmetics. She adds: “Europe is already ahead of the curve, setting a benchmark with their strictly regulated EU Cosmetic Directive. Also, skincare activities in beauty products, especially make-up, will become de rigueur. Cosmetic manufacturers will need to specialise in product formulation, incorporating newer, safer, skin-nourishing ingredients to meet the demands of an audience used to international beauty standards.”
Tech it or leave it
With artificial intelligence (AI) ruling almost all aspects of our lives, it was only a matter of time before it found space in the beauty industry. “Technology, especially virtual try-on tools, has already taken customer experience to a new level. Moving forward, new tech, including Al tools, will build a seamless, experiential bridge between offline shoppers and online stores. Currently, there are certain limitations to buying make-up online. Products such as concealers and foundation still need to be physically checked for the exact shade,” says Sachdeva. Online tools will soon address this challenge efficiently. “The prolific advancement in data collection, analysis, and retooling will help brands profile their customers’ beauty needs with high precision, predicting what would enhance their make-up routine/lives, and delivering on that in the most efficient, value-intensive way possible,” she explains.
Dawn of the dewy look
In the world of make-up, dewy will be overtaking other styles this year. “While matte finishes are still in demand, there is an increasing preference for products that give your skin a fresh, dewy glow. Make-up trends are cyclical: what was out a few years ago will be in again soon. Along those lines, hyper-glowing skin with that fresh-born look is making a comeback while flat, matte looks are bidding their goodbyes, at least for now,” says Sachdeva.
Dawn of the dewy look
In the world of make-up, dewy will be overtaking other styles this year. “While matte finishes are still in demand, there is an increasing preference for products that give your skin a fresh, dewy glow. Make-up trends are cyclical: what was out a few years ago will be in again soon. Along those lines, hyper-glowing skin with that fresh-born look is making a comeback while flat, matte looks are bidding their goodbyes, at least for now,” says Sachdeva.
