What Are the 5 Key Things Beauty Startups Are Focusing on in 2020?*

Where is the beauty industry headed? What are new and old companies focusing on in 2020? For those who wonder what the answers to these questions are, keep reading. The top five things that beauty startups are focusing on in 2020 can be found here.

1. Clean Beauty

When it comes to beauty products and beauty product testing, the word “clean” is popping up -; a lot. What does this mean, though? Clean is defined differently by most people. However, there is a consensus that if a product is listed as clean that it should be non-toxic and safe.

There are some who extend the “clean” label to include environmentally sensitive, ethically sourced, and effective, but not everyone in the industry agrees with these extended definitions.

Another aspect of clean, which is helping to differentiate products is “vegan.” Vegan products are in high demand and something many beauty brands are investing in or learning more about.

2. Science

Virtually every new beauty company will discuss the science they use to create their products. When someone mentions “science” it is all about performance. The ingredients used should deliver tangible and immediate results. This is something that is considered transformative for the skincare industry and an opportunity for brands to stand out from the pack.

American skincare is now moving in the same direction as Asian skincare. This means that products in the U.S. are now adopting the Asian skincare methods of being “extreme technical.” This is something that helps to set products and brands apart.

3. Direct-to-Consumer

In many consumer products channels, the presence of multi-brand retail is falling. No one knows what the future holds for multi-brand retail in the beauty sector; however, there are likely going to be more brands that are selling direct to consumers.

Unfortunately, direct-to-consumer is extremely difficult to get right in the beauty sector. It is extremely challenging to engage with purpose and not just restate what is already out there. Information needs to be new, fresh, and original, which is hard to sustain in this saturated industry. A perfect example of this is Kylie Jenner. She made the decision to sell beauty products through Ulta, rather than on her own.

4. Personalization

There is a growing trend to personalization and the beauty industry is no exception. In some cases, personalization refers to making products that are unique for each customer, but it also involves science for creating this level of personalization.

5. Men

Men in beauty is another trending topic in this industry. There are a growing number of men who are now using beauty products and more and more products being created specifically for men. However, men have unique needs compared to women. If the products are not right, they will not appeal to a man’s sensibilities. If someone feels like they have to buy women’s products, they will probably avoid the purchase altogether.

Understanding the Latest Trends in the Beauty Industry

When it comes to trends in the beauty industry, there are an array of factors that must be considered. Taking the time to know what the beauty trends are will help ensure that those interested in this industry receive the products wanted and needed, regardless of what they may be.