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Why ‘easy beauty’ is the 2022 prediction we can get on board with

By MiNDFOOD

Why ‘easy beauty’ is the 2022 prediction we can get on board with

Beauty trends used to come directly from the world’s fashion runways as key makeup artists and creative directors dictated the application, colours and texture of what we would wear down the line. 

It was always very aspirational and cool, but sometimes the trends didn’t seem to gel very well with our actual lives, not to mention not having a professional glam team to meticulously apply our faces each morning. 

Given the changes and challenges to our lives over the past two years, makeup sometimes seems like the last thing on our minds. However for many it also provides a soothing sense of routine as well as enjoyment and boost of confidence. 

So for those that still love makeup, this year will offer a sort of middle ground, with easy, fast and effective products and approaches that help us look and feel great but with little effort or required expertise. 

Along with hybrid makeup products that give users additional skincare benefits beyond simple cosmetic colour, like the additions of hyaluronic acid and vitamin C, plenty of new products are touted for their speed and ease of use. Multi-tasking items in particular, for example blush sticks that can also be used on the eyes and lips, make life easier for everyone. Laboured-over makeup application is off the agenda, unless of course you enjoy it! 

The approach can be succinctly summed up by beauty icon Bobbi Brown, now the head of beauty brand Jones Road, who had a very down to earth response when Vogue asked what she was picking as the biggest trend of 2022:

“I personally care less about makeup trends, and more about when you look in the mirror two minutes before you go out and what you can do in those two minutes with a couple of products to make yourself look a bit less shit. 

“That is basically the unofficial tagline of [my brand] Jones Road.”

Easy beauty products should be quick to apply and have built in tools or easily dab on and blend with your fingers.  L-R: Laura Mercier RoseGlow Caviar Stick Eye Shadow, $47; Maybelline Brow Fast Sculpt, $18.99; Westman Atelier Vital Skin Foundation Stick, $109; MCoBeauty Xtendlash Lenghtening Mascara, $24; Vapour Beauty Aura Multi Stick Blush, $63

Trend forecaster WGSM concurs, predicting in a report on the state of the industry that we’ll embrace what it calls the ‘two-minute make-up bag’ this year.

‘Consumers will naturally migrate to stripped-back, easy-to-apply, multitasking products that create a healthy ‘no make-up make-up’ look in a matter of minutes’, the report states. 

‘This will be centered around new and smarter beauty hacks and products that deliver better results but with a lot less effort, cost and commitment.’

MAC’s Director of Makeup Artistry Terry Barber has a slightly different take:

“Quality over quantity pretty much sums up my prediction for make-up trends in 2022,” he told Vogue.

“It’s going to be more about attitude than the generic “full beat” that dominated the last decade. Whether it’s a ’90s stripped back grunginess or a luxurious glam, what I think will prevail is the idea of a certain nonchalance and effortlessness. 2022 will see the return of cool.”

 

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