FUTURE FORECAST

The beauty world is always evolving, with new trends, technologies and treatments shaking up the industry. This year is all about embracing individuality, and making skincare work for our own personal lifestyles.

With exciting trends, technologies and treatments shaking up the industry, the beauty world is constantly evolving. This year is all about embracing individuality, sustainability and genuine inclusivity.

“We want fewer steps with greater results.”

JACOB STANLEY

THINK CLEAN, NOT NECESSARILY GREEN

Our obsession with natural-based beauty might not show any signs of abating, but greenwashing continues to taint the natural sector. “The term ‘natural’ is now widely known to be relatively unreliable,” explains Jacob Stanley, national training manager for MECCA Brands. “It’s not a claim that’s governed. Even the term ‘organic’ is unreliable.” So rather than looking for something that’s ‘natural’, Stanley says that what’s important to us now is making sure our products are safe, non-toxic, reliable, effective, and good value for money. “We want products that won’t harm us, will give us the results we want to see, and use delivery systems to get the ingredients to the parts of the skin where they can give us the greatest benefit.”

With more of us investing in our skin than ever before, Stanley says we are willing to pay good money to see results – “as long as there’s trust that the formulas work, and won’t mess with our body’s natural processes.” Tracy May-Harriott, global director of education for Elizabeth Arden Pro and Priori, says we really do want the best of both worlds. “They’re green products with a twist – they must be smart and give us results.”

KEEP IT SIMPLE

Given our hectic modern lifestyles, a multiple-step skincare routine at both the start and end of the day has simply become too time- consuming for a lot of us. Fortunately, Stanley believes that simplicity is key in 2019. “It’s about time management,” he says. “We’re busy. We want fewer steps with greater results.” He says it all comes down to an equation of value for money and value for the investment of time it requires to use a product. “We will see more multitasking products that act as an all-inone essence/serum/moisturiser and eye cream for the times when we’re in a hectic, frantic rush.” May-Harriott agrees, and says more of us are now aware of the fact that it’s the quality of your skincare that is important when it comes to seeing results, not the quantity of products.

However, even while we’ll see more multi-tasking products that are designed to work with our busy lifestyles, we will also see the rise of products that require us to slow down and invest in self- care, says Stanley. “Think of masks that require 20 to 40 minutes of being fully reclined and totally present and mindful while they work their magic,” he says. “A major part of their proposition is to provide the necessary escape we need from our busy schedules.”

FROM THE SPA TO HOME

Very soon we’ll be seeing more at-home treatments and devices that give spa services a run for their money. “There’s increased awareness about skincare and ageing, from both a health and beauty perspective, and people are taking their skincare into their own hands,” explains Dr Dendy Engelman, consulting dermatologist for Elizabeth Arden. “With more women pursuing in-office treatments, there’s a natural extension to want to maintain the results at home.”

Stanley is excited about new at-home light-therapy devices that can be used on a daily basis. “LED treatments once a month at a clinic are great, but daily LED treatments at home offer a more consistent – and arguably more effective – road to results.” Soon we’ll see the launch of what Stanley calls a game-changer – the Dr Dennis Gross SpectraLite FaceWare Pro LED mask. “They’re safe, they’re effective, and the cost-per-use makes them very affordable. I have seen the results firsthand. It works, and the technology is getting really sophisticated,” he says.

“While my patients leave the lasers and injectables to me, they are looking for more aggressive peels and treatments to enhance their skincare routines with extra at-home boosts,” states Engelman. May-Harriott adds that at-home treatments are actually the fastest growing element of home skincare routines. She believes that as these at-home treatment products continue to rise in popularity, more brands will add them to their product line-up. However, while these skincare offerings will have their advantages, May-Harriott says it’s still going to be important to seek expert advice.

“People are taking their skincare into their own hands.”

DR DENDY ENGELMAN