1. A Focus On Sustainability
Prioritising a greener future is the kind of beauty trend we can all get on board with. “Sustainability is something we are really focusing on for 2021 and beyond in terms of both the packaging and the formulas,” says our skincare buyer Victoria Wiseman. With a Sustainability Committee headed up by our Chief Merchandising Officer Margaret Mitchell, you can expect to see plenty of eco-friendly packaging and vegan formulas arriving at Space NK in the coming months. While Chantecaille, Diptyque and Hourglass are already offering refills, we’re looking forward to Jo Loves and By Terry joining the team this month.
2. Experimental Skincare
Skincare sales soared in 2020 (unsurprisingly with the added concern of maskne and our obsession with ‘Zoom face’) and it’s a trend set to continue this year. “Many of us used lockdown as an opportunity to experiment with new products, and we predict this experimental approach and eagerness to try different ingredients and formulas will stay with consumers,” says Lisa Payne, Senior Beauty Editor at trend intelligence agency, Stylus. “A lot of brands are tapping into this trend with online education courses and masterclasses.” Keep your eyes peeled for several exciting new skincare launches from the likes of Dr Dennis Gross, La Mer, Murad, Elemis and Votary. If you want to expand your beauty knowledge and pick up some insider tricks, it’s worth booking into a couple of Space Live events too.
3. Makeup With Benefits
“2020 was the year of minimal makeup as lockdown and working-from-home encouraged consumers to home in on skincare,” says Lisa. Those shopping for makeup were looking for natural basics and Pinterest saw a 180% increase in searches for ‘everyday makeup’. “We predict this minimal makeup trend will have a long-term impact with many consumers excited by hybrid products that are easy to use and impart wellbeing and skincare benefits,” says Lisa. Laura Mercier’s iconic Tinted Moisturiser and Stila’s multitasking One Step Correct Eye Brightening Serum have both become makeup must-haves, alongside Chantecaille’s lash conditioning mascara. There’s a very exciting launch coming from Charlotte Tilbury next month that sits nicely in this trend, but we’re staying tight lipped until then.
4. Embracing Inclusivity
“Another key focus for us for next year is inclusivity and diversity,” says Victoria who, along with the rest of our buying team, has been looking to expand our product ranges to include even more options for different skin tones and hair textures as well as gender-neutral products. Data from Global Cosmetic Industry showed that sales of multicultural beauty have been steadily rising with many brands embracing inclusive lines. Expect to see a much greater offering from a lot of brands this year, including Charlotte Tilbury which is rolling out more shades of the much-loved Hollywood Flawless Filter.
5. Quality Over Quantity
While we might be more willing to experiment with skincare, we have become savvier with what we buy. Rather than having a huge stash of products and a multiple-step routine, there will be a move towards a ‘less is more’ approach. The focus will be on quality ingredients that have been expertly formulated across our makeup, haircare and skincare products. If you want to get started straight away, Drunk Elephant T.L.C. Sukari Babyfacial, £ 72,00 landed at Space NK last week and the hardworking cocktail of AHAs and BHAs offer post-facial results at-home in less than 20 minutes. Fresh Kombucha Anti-Pollution Cleansing Treatment, £ 20,00 is also worth investigating if you’re looking to streamline your morning routine.
6. Mood-Boosting Beauty
Most of us spent much last year looking for ways to boost morale and beauty was definitely one way of doing this. We spent longer on taking care of our skin from the neck down, focused on self-care rituals and opted for products that made us look and feel good. Bath and body products are therefore going to have a serious moment in 2021 thanks to their sensorial and wellbeing benefits. Kickstarting the movement is Sunday Riley with its new mood-boosting body scrub, This Works is also launching a stress-relieving formula and there will lots of other feel-good favourites dropping later in the year.