The same can be true for MECCA’s beauty experts who need to be ahead of the trends in order to ensure products and services meet our desires at the right time.
It’s fair to say their trend-forecasters and buyers are pretty good at it, even without the crystal ball foresight. That’s based on the way the mega multi-brand beauty stores keep on delivering must-haves, as well as expanding their stores into new areas.
It’s why we asked Kate Blythe, MECCA’s Chief Marketing Officer, for some insight on what we might expect from the world of beauty in each category this year. Here’s what she says:
Skincare
We’re in the evidence-based era. With the abundance of online information, it’s easier than ever for customers to research ingredients, read reviews and make informed choices. We know brands that prioritise science, transparency and efficacy are poised for success.
Having clinical studies to validate claims is now more than a bonus, but a need for our customers to trust brands and products. The beneficiaries of this trend will be the brands with founders of credential experience; think Dr Dennis Gross, Dr Lara Devgan and Professor Augustinus Bader.
Makeup
Makeup is experiencing a bold revival, with an emphasis on colourful, high-impact eye makeup, including smokey eyes, coloured mascaras, and vibrant eyeliners.
Glitter and high-pigment eyeshadows are making a comeback, bringing a playful, expressive element back to eye makeup.
Where many colour brands of the past few years have promoted a low-maintenance “you-but-better” makeup lifestyle, now a new crop of brands, many of them founded by makeup artists with the skills to create an asymmetric eyeliner look and the know-how to deliver on wearability, are inspiring a vibe shift that prioritises radical ideas over restraint, and playfulness over propriety.
These brands consistently offer innovation with exceptionally high-quality ingredients and formulations that have high pigment pay-off, built from their years of expertise as makeup artists. Think Half Magic, VIOLETTE_FR and of course, Westman Atelier.
Hair
In the hair space, at-home styling tools are the stars. It’s not only advancements in artificial intelligence that are pushing technology forward, but tech innovations in hair styling tools, like Dyson and GHD) have made professional-quality results accessible to everyone, ensuring every day can be a great hair day.
Pair these tools with scalp serums and tailored shampoo, conditioners, and treatments, and you’ve got the next gen of hair professionals who are empowered to perfect their hair styling skills from home.
Wellness
Wellness is the next frontier of beauty and will be a key focus at MECCA’s new flagship store with a whole new concept; MECCA Apothecary!
We know that modern life with its myriads of pressures has led customers to focus on wellness as a foundational step in beauty. Customers are now seeking products that enhance not only their external appearance but also their internal wellbeing.
This may include products to help sleep, calm the nervous system, balance the microbiome or hormones or create a deeper connection internally. For customers to truly look, feel and be their best – it’s now about supporting your inner beauty before anything else and we expect wellness and wellbeing to be a huge focus.
Fragrance
We are already seeing this trend within the fragrance category in particular; neuroscience is entering the beauty chat and it’s changing the way customers use and wear fragrances.
Overall, functional fragrances aim to provide a sensory experience that supports the wearer’s emotional and physical needs. Think mood enhancement and energy boosters, stress relief, focus and concentration, and sleep support. Functional fragrances, like those from Vyrao, focus on the holistic approach, considering the interplay between scent, emotions, and physical health.
As customers become more aware of the link between scent and self-care, we expect these brands to thrive, as well as many more brands to center their approach on this notion, just as Charlotte Tilbury’s newly launched collection of scents has
done!
This year customers also want their scent to be seen (or smelt, in this case!). We expect extraits to overtake EDT’s and EDP’s in popularity. Extraits have the highest concentration of fragrance oils, so these formulations are the richest, have the greatest
silage and last longest on the skin.
I expect this spike to be seen within fragrance brands across the board, especially scents like Maison Francis Kurkdjian’s Baccarat Rouge Extrait, Maison Crivelli Hibiscus Mahajád Extrait de Parfum and Byredo Rouge Chaotique Extrait de Parfum.
Body
Several brands are elevating regular utility products (e.g. deodorant and body wash), and as such, redefining body care as a self-care ritual, bridging the gap between body and wellness.
Taking time out from the everyday distractions and constant accessibility can be almost impossible, so to combat this we’ll see an even greater trend towards extending the top to toe, shower regime (or the ‘everything shower’ as it’s become commonly known on TikTok) as an opportunity for self-care.
New to MECCA is Australian-owned and female-founded, Uni – it’s an ocean-powered, luxury body care brand that we know our customers will love as they continue to seek out high-performance, sensorial products with quality ingredients.
- For more on what’s happening in wellness and beauty, pick up the March issue of MiNDFOOD, and dive into our multi-page report on the Future of Beauty.
