biggest TRENDS

THE PRODUCT LED face masks

“The hero item for 2021, as people bring their self-care rituals and facials into their own homes.” Melissa McGinnis, head of beauty buying, Selfridges THE COLOUR Lemon yellow

“Happy lemon yellow will be the colour of the year.” Sophie and Hannah Pycroft, founders, Spectrum Collections THE FOCUS Hype beauty

“Beauty brands will align with new cultural communities that tap into music influencers, streetwear style and gaming platforms.” Eg Pat McGrath x Supreme… Victoria Buchanan, senior futures analyst at strategic foresight consultancy The Future Laboratory THE RETURN OF The single eyeshadow

“A desire for simplicity could see the resurgence of the single eyeshadow.” Dominic Skinner, global senior artist, MAC MOST REQUESTED Antibacterial beauty

“A hero theme as cosmetics brands need to re-evaluate ingredients, formulations and application processes to provide germ-conscious consumers with additional peace of mind.” Jessica Smith, freelance creative consultant