The next BIG thing

There’s always a twinkle in beauty’s eye. Here is what some of GH’S favourite

a vial of blood from your arm, extracting the platelet-rich plasma (PRP) and reinjecting it in your face, or taking fat from your thighs, extracting a broth of stem cells and using those where needed, are becoming increasingly common. In a future wildest-dreams scenario, we’ll be able to use our own stem cells and exosomes (the signalling molecules in our cells) to rebuild facial muscle and fat pads, to restore hair growth and colour, and even revive ageing joints.’

Conscious consumerism

‘We’ll continue to double down with our intention to “vote” with our wallets, to influence positive change and to support brands that enable this,’ says Alexia Inge, co-founder of Cult Beauty. ‘I can also see the beginning of a huge “buy British” movement as the pound continues to splutter and supply chains dawdle. A new generation of shoppers will embrace the values of the wartime generation, too. Make do and mend, buy once and well, use to the end or swap with a friend, all leading to simplified routines with fewer products used.’

Smart services

‘Hair salons are where we’ll see huge transformation,’ predicts Millie Kendall OBE, CEO of the British Beauty Council. ‘The rise of GHD and Dyson has meant that a lot of us do our own blow-dries at home, while salon premises – with their huge windows and prime city centre locations – can be expensive to run. I think we’ll see hairdressers working more closely with retail environments, in really interesting ways. Holland & Barrett has just acquired the mobile beauty company Blow Ltd, for example, and I think that the fusion of retail and beauty services will only grow.’