Trend Spotting

Keep your eye on these movements as clean skincare takes over the beauty industry

Circular Beauty 

More than 120 billion units of packaging are produced each year by the global cosmetics industry, and most of it ends up in landfill. Not pretty. “The beauty industry is one of the world’s most unsustainable industries,” confirms Dallmeier. 


Remember when a 12-step skincare routine was huge? Not anymore. The Pinterest Predicts 2021 Report named skinimalism (aka, minimalist skincare) as the next big thing in the beauty world. The antidote to those caked-on make-up tutorials, skinimalism is all about using as little as possible to promote a healthy and natural glow, while cutting back on toxins and waste in the process. 

“The minimalist approach is really important because our skin is very clever at working out how to heal itself,” says Gunatheesan, who recommends only washing your face once a day. Look for multipurpose products with few ingredients, or try making your own from kitchen staples for bonus skinimalism points. Gunatheesan suggests mixing Greek yoghurt with a dash of turmeric for a brightening mask, or using MCT oil (derived from coconut oil) as a nourishing body lotion.

Clean beauty is here to change that with innovative circular designs. Tolpigin says, “Consumers are looking for packaging that is recycled to start with, refillable if possible or recyclable.” Beyond packaging, circular beauty also means sustainably sourced ingredients and planet-friendly production processes. “It’s a holistic view,” adds Tolpigin.


Research into botanical ingredients and natural dupes for chemicals is heating up as demand for clean skincare grows. “A decade ago we didn’t have all these natural emulsifiers and surfactants, preservatives and stabilisers,” says Dallmeier, “but now you could take any mainstream beauty product and recreate it with naturals only.”

Shaking the notion that nature and science don’t mix, cleanical beauty brands are making waves with lab-tested formulas. This research offers us reassurance, explains Gunatheesan. “I think the consumer needs to ask – even if it’s a small clinical study – what has been the improvement in skin …….


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