BEAUTY & GROOMING

What’s next for beauty in 2023?

By Anjan Sachar
02 January, 2023

A detailed primer on this year’s top-hitters across hair, make-up, skincare and nails

Thanks to social media platforms like Twitter and Instagram, 2022 was the year of microtrends—some, interesting, others, not so much. While Barbiecore blew up, others, like using period blood on your face, thankfully, died a quick death. The COVID-19 pandemic transformed the way we look at beauty, transitioning from vanity to self-care through the global lockdown, which continues to reflect in what we expect from our products and routines today. Here’s your guide to beauty in 2023; what to expect to find, and love.

“84 per cent of Indian consumers agree that using beauty and personal care products makes them feel good about themselves,” and this feeling is what continues to drive sales around the world. Image: Pexels

“An increased focus on overall health and wellness has also made its way into skincare, with innovations championing anti-ageing, protection and science-backed solutions.”

Beauty = Need for proof

According to the Mintel Global Beauty and Personal Care Trends Report for 2023, “The medicalisation of beauty is leading to more demand for proof behind claims, creating value through ingredient-led products and driving the market for synthetic natural ingredients.” The information overload online—not all of which is accurate and verified—has led consumers to ask questions, look for evidence and evaluate every purchase they make. Fluff brands, especially those launching today in a post-pandemic world, will need to put in the work to prove their mettle to consumers. In fact, one of India’s biggest Ayurvedic players, Kama Ayurveda, now shares clinical studies with statistical results to further promote even their most-loved products, showing the importance of and demand for data in sales. Expect even more beauty brands to show up with numbers so you can ‘add to cart’ with more surety.

Skin-soothing for the win

Whether you loaded up on active ingredients because your favourite skinfluencer recommended them or are dealing with sensitive skin, thanks to excessive mask-wearing, skin soothing still stands to be the most pressing concern and need. WGSN’s Buyers’ Briefing S/S 23 claims, “On top of eczema, psoriasis and dermatitis conditions, face masks and sanitation concerns brought on by the pandemic have positioned sensitive skincare as a key focus.” Don’t be surprised if you find ingredients like cica or centella asiatica, ceramides, Vitamin E and colloidal oatmeal in more products than ever before this year. 

At-home skincare and in-clinic treatments are in again

Ask your dermatologist and you’ll find their clinics completely booked out for various treatments ranging from carbon lasers to fillers and that vampire facial Kim K popularised. Mintel’s Global Consumer, Beauty, Personal Care and Household Report from September 2022 found that 66 per cent of Indian consumers agree it is acceptable to have non-invasive surgery to improve your appearance (e.g. skin laser treatment, Botox). While the pandemic saw a rise in the demand for DIY beauty recipes and tools that can be used at home, life has now moved beyond virtual calls, and consumers want to be able to put their best foot forward. For those wanting to treat their skin at home, the industry has got you covered. UK-based luxury skincare brand 111Skin bottled their celebrity-loved Harley Street clinic treatments into 7-day ampoule sets, targeting everything from acne to skin brightening and firming during the pandemic. Meanwhile, Indian beauty e-commerce platform Sublime Life retails Spanish brand Martiderm, the first to launch targeted ampoules over three decades ago. Local beauty brand Juicy Chemistry recently launched their Pre-Biotic Ferment Barrier Repair Serum ampoules in a seven-day kit, checking multiple boxes—trend and otherwise—at once.

For those wanting to treat their skin at home, the industry has got you covered. Image: 82°E

Anti-pollution skincare

It’s no secret that pollution levels are on the rise across the country, making products that safeguard your skin from external aggressors even more relevant today. The WGSN Buyers’ Briefing S/S 23 found that “an increased focus on overall health and wellness has also made its way into skincare, with innovations championing anti-ageing, protection and science-backed solutions.” Sisley recently launched their ‘All Day All Year skin’-protection formula in India which acts as an anti-pollution and anti-ageing skin booster, addressing multiple concerns at once. While anti-pollution may have sounded like marketing terminology a few years ago, it’s set to find a solid spot on your shelf today.

Beauty x Wellness

According to Mintel’s Global Consumer, Beauty, Personal Care & Household of March 2022, “84 per cent of Indian consumers agree that using beauty and personal care products makes them feel good about themselves,” and this feeling is what continues to drive sales around the world. Whether it’s actor Deepika Padukone’s self-care brand 82°E we’re looking at, or the increasing love for facial tools and holistic health supplements, it’s safe to say that ‘beauty’ and ‘wellness’ will continue to find mention in the same sentence for years to come.