Macro Beauty Trends by Beautystreams at Cosmoprof Asia 2018

The YesStyle Beauty Lab

Paris-based beauty trend forecasting company Beautystreams recently announced 12 macro beauty trends at Cosmoprof Asia 2018, a trade show organized by UBM that was held on November 14-16 at the Hong Kong Convention and Exhibition Center. These trends shape the future of the beauty industry. Do you see yourself leaning towards any of them?

1. Activism

This trend is based on the fact that people no longer trust the government. It encourages brands to stand up for causes and be political.


Left: LUSH has created several ethical campaigns throughout the years.
Right: The Body Shop has started a petition to ban animal testing in cosmetics worldwide.

2. Anti-Anxiety

Anxiety disorder affects approximately 30% of the US population. While some beauty enthusiasts call for clean and safe formulations to avoid risking their health, others turn to sensorial home treatments with indulgent textures and multi-step rituals. Some also seek comfort from their favorite comics and TV shows, resulting in the rise of licensed products featuring childhood cartoon characters.


Left: JAYJUN is famous for its multi-step masks.
Right: Taiwanese brand BeautyMaker has launched a series with My Little Pony.

3. Empathic Lux

Looking for a sense of purpose, beauty goers will opt for brands that support philanthropic causes. These consumers tend to pay more attention to the origin of ingredients and are emotionally attached to fair trade brands.


Left: Part of the revenue from the Edward Avila X TROIAREUKE Donation Cushion
will go to people suffering from skin diseases.
Right: Proceeds from JMsolution’s Donation Facial Mask will partially be donated
to Korean Red Cross to help children in need.

4. Masculism

Young men who want to set themselves apart from the crowd are fighting for their right to be colorful, sensitive and emotional. Gen Z and Millennials honor gender fluidity, individuality and diversity with a growing acceptance of male makeup. Packaging for men’s beauty will also become more flamboyant. Young female fashionistas, on the other hand, may regard pink and glittery packaging as uncool and cliché.


YouTube channel by K-Beauty KOL Edward Avila.

5. Creative AI

Research company Gartner predicts that by 2020, artificial intelligence will create more jobs than it eliminates. AI is used to process and analyze big data. Mobile commerce will dominate and provide augmented reality shopping experiences. There’ll also be an emergence of more beauty tracking devices.


LANEIGE launched an AR app back in 2016.

6. Micro-Targeting

We’re in need of a broader range of colors and textures, along with more accurate skin color matching systems. Micro-lines will be offered by big brands to target niche users, such as people of multi-cultural backgrounds and ethnicities. We’ll be seeing more customizable formulations and packaging. There will also be more co-creations with influencers.


Left: Japanese brand Re:born allows customers to create their own hair treatments.
Right: moonshot is a brand under YG Entertainment specializing in K-pop-inspired makeup.

7. Happy Eco

The younger generation is moving away from a necessity to save the planet to a happy exploration of the richness of nature. These consumers will seek out effective and natural products from brands that embrace local sourcing, as well as support sustainability, an eco-lifestyle, veganism, and are cruelty-free.


COSRX and Dear, Klairs are two well-loved cruelty-free brands.

8. Eye Focus

Lip makeup has dominated for several seasons now but it’s time to focus on the eyes. Colored mascaras, eyeliners and brow products will become mainstream. We might be seeing complete eye makeup sets that aren’t limited to only eyeshadows, but also brow liners and eyeliners. Innovations like long-lasting lid gloss or chrome finishes, plus super-targeted eye care products such as brow serums and lash masks may emerge. Neutral lip colors will be offered by brands to balance out the look.


Left: peripera offers mascaras in 6 atypical colors.
Right: A lash serum from Etude House.

9. Hybridification

The boundaries between makeup, hair care and skin care will recede. There will be more transversal makeup that can be used on the face, lips and eyes.


Left: 3 CONCEPT EYES’s Take A Layer Multi Pot can be used on the cheeks, lips and eyes.
Right: THE FACE SHOP’s Air Cotton Makeup Base acts as a primer, sunscreen,
sebum absorber and color corrector.

10. The Clean Movement

People buy “clean” products not only because they want to save the earth, but also because they’re safer for skin. Consumers will demand products with a simple ingredient list that includes hypoallergenic formulas and transparent sourcing of ingredients. They’ll be less inclined to buy a product with a natural or sustainable ingredient that cannot be proven safe.


Pyunkang Yul’s Essence Toner and MAXCLINIC’s Catrin Natural 100 Sunkill RX
contain only 7 and 11 ingredients respectively.

11. Mental Cosmetics

People are now drawn to holistic skin care that promotes one’s physical, emotional, spiritual and intellectual well-being. These include mood-enhancing fragrances, ingestible skin care and color therapy.


Left: Kao’s MegRhythm Steam Eye Masks are available in different scents.
Right: Massage rollers help improve blood circulation.

12. Effect Switching

Unexpected color or texture transformations make products all the more photogenic and Instagrammable.


Left: MAXCLINIC’s Rose Vitamin Oil Foam turns from oil to foam.
Right: Kailijumei’s jelly lipsticks turns from colorless to tinted upon contact with skin.

On December 7, a full report will be released by Beautystreams on what’s trending at the Cosmoprof Asia 2018. We’ll cover that later so stay tuned!