Changing Face

Like an ever-evolving Pokemon, the beauty world is shifting all the time. Here’s the what you need to know.

Portrait of Tammy Strobel

Like an ever-evolving Pokemon, the beauty world is shifting all the time. Here’s the what you need to know.

“Game changer” is a term that has been thrown around a lot lately in the beauty scene. But there are instances where it definitely does apply – like with these trends that are shaking up the industry.

Celebs are making bank

From traditional celebs like Rihanna to Kylie Jenner to new wave social media ones like Huda Kattan, the list of celebrity beauty entrepreneurs continues to sky-rocket. From a business (and consumer) perspective, it totally makes sense. Not only do these stars spend most of their time in makeup chairs getting tips from the best in the business, they get to sample everything, so they know exactly what the market’s missing. They have an immediate fan base that’s likely to support their products, and the hard-to-get Changing factor only bumps these buys higher up the lust list.

Small brands rule

Chances are, your mum’s bathroom shelf looks like a product counter for one brand – the Gen-Xers and baby boomers are loyal. But beauty junkies are now in favour of mixing and matching brands.

“Sephora’s ‘try-more-buymore’ beauty playground ethos has replaced the conventional way of purchasing through department stores,” says Sabrina Tan, CEO and founder of Skin Inc. “With so many new brands and products being launched each year, it’s all about self-discovery or learning what works for you.” Increased education

It should come as no surprise that in America alone, 57 percent of consumers rely on online recommendations when sussing out new products to buy.

“The beauty industry has changed enormously in terms of how consumers shop today,” says Sabrina. “They carefully research products online and no longer respond to [ads] that make promises or dictate to them what they should spend their money on. Spending is driven by authenticity and communitydriven, trustworthy reviews.” And it means you’re no longer willing to buy an average toner because you like the moisturiser in the range.

This has led to a rise in specialty forums, where like-minded users can trade secrets, discuss tutorials and address any niche areas the industry has otherwise neglected. It also affects our buying behaviour, because when we get advice from a source we trust, we listen.

Authenticity is everything

These days, consumers are clued-in when it comes to ingredient listings – if a product is packed with cheap fillers or doesn’t measure up to its promise, we’ll happily call it out.

But it’s not just businesses that are feeling the push for more transparency. Social media users are becoming super savvy about picking out (read: ignoring) disingenuous sponsored posts. As a result, more and more brands are choosing to only collaborate with influencers who have authentic connections with their followers. “It’s so important to be honest,” says influencer Rachel Wong. “It’s basic respect not to promote something that you don’t truly like or that doesn’t work for you.” Preach.

Diversity drives us

Leading brands are (finally) beginning to take note: beauty is for anyone of any age, sex or colour. “It shows how our society has progressed,” says Rachel. “More and more people are being educated that we need to embrace all kinds of beauty instead of drawing lines.” And, as Rihanna’s makeup collection Fenty Beauty proved, when products are inclusive, we vote with our wallets.

Images TPG/Click Photos Instagram Accounts @fentybeauty, @hudabeauty, @pearypie Text Lucy Bode.
My Reading Room
@hudabeauty leads the charge in the new world of beauty.
My Reading Room
@fentybeauty featuring Duckie Thot giving us some serious glitter envy.
My Reading Room

@pearypie is a go-to for beauty tips.


Custom Cosmetics

Bespoke beauty is set to be the next big thing. This is when the products are “tailored to an individual’s needs and lifestyles – from the colour of the bottles to recalibrating the formula after the initial dose to adjust for any changes,” says Sabrina. With brands like ETUDE HOUSE helping you select the perfect shade out of 200 in their Colour Bar, a fully customisable face is only a matter of time.

"Niche forums affect our buying behaviour, because when we get advice from a source we trust, we listen."