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The nine positive beauty trends on our radar –

The beauty industry was, in parts, hit hard by the pandemic. But today and into next year, there’s a more positive outlook, with global shifts in trends and technology set to see more change in the months ahead.
Here’s what to look for…
Growing alongside minimal makeup routines has been the complete opposite: bold statement makeup.
* Do these eye-wateringly expensive moisturisers work?
* 10 fragrances to get you in a spring mood
* Shelfie: The mascara that makes Bree Tomasel’s eyelashes look ‘like they’re on steroids’
* Tanya Barlow’s step-by-step morning skincare routine for glowing skin

Blue eye makeup has seen a comeback (trigger warning for those who lived it the first time around), reflecting a Y2K resurgence across fashion and culture.
Some may consider this a trend for Gen Z, but it’s also a reminder of the joy of makeup as self-expression rather than correction.
The world is finally coming to Aotearoa. For years the local market has been a desert of global luxury, with boutiques from a limited number of brands.
Now we are seeing a wave of luxury with the opening of boutiques from Saint Laurent, Burberry, Balenciaga, Jimmy Choo and more. And recently, more designer beauty has made its way here too: Gucci Beauty has expanded its offering following its 2019 launch in David Jones.
Hermès makeup is another recent much-hyped luxury launch, available at Auckland’s Smith & Caughey’s, with gorgeous refillable lipstick “bullets”. It makes sense for these high-end brands to expand into beauty – a more “affordable” luxury.
Natural, curly, textured hair has always been gorgeous, but as increased representation and inclusivity in the beauty space becomes a given, so too does an appreciation for embracing what you were born with and rejecting old-fashioned societal beauty standards.
Curly hair requires a different approach, so brands catering to those caring for curls will continue to grow alongside products from established brands that enhance curls rather than alter or hide them.
Locally, Ethique recently launched shampoo and conditioner bars for wavy, curly and coily hair; while Australian curly hair brand Bread Beauty Supply, available from Sephora, launched locally in June offering essentials for curly hair wash day.
“Sixties and 70s-inspired swirls have been all over nail trends for months now,” says nail artist Tanya Barlow, known as Hello Tanya.
“I’ve seen multiple trends come and go – I was doing swirls (I call them squiggles) back in 2014. The key to this is to stick with similar or complementary colours. My favourites have definitely been different shades of pink, or shades of brown and cream which really leans towards the 70s aesthetic.” Tanya forecasts a continued playful approach to nails in general.
The influence of TikTok is undeniable, particularly in its ability to shape trends for a Gen Z audience.
It’s easy to dismiss the social media platform as silly, but it has serious commercial pulling power, with beauty products from CeraVe and Peter Thomas Roth quickly selling out after going “viral” via how-to videos or recommendations.
Expect TikTok’s power to build, with a move away from Instagram and traditional “influencer culture”.
Fragrance can act as a statement of self-expression; it’s also deeply personal and relatively accessible, so it’s unsurprising to see this niche of the beauty market growing.
Talking to consultants McKinsey about how beauty brands are bouncing back after a challenging year, Parisian-based consultant Emma Spagnuolo commented on “astronomical” fragrance sales for the first quarter of this year.
AI and AR technology are already big business in the beauty space, but pandemic restrictions and the closure of physical stores has and will see this influence become even stronger – think of virtual try-on to see what shade of lipstick looks best, a quick scan of an image to see suggestions of brands and shades.
It may sound slightly Black Mirror, but it’s already happening – and you’ve likely already interacted with something like this.
A sustainable ethos is a given in all industries now, with an eco-friendly approach to packaging, recycling and ingredients demanded by beauty consumers. This conversation will only get louder, with long-standing mainstream brands having to evolve to keep up.
Celebrity beauty lines are another area that seems to grow by the week. Blame the outrageous success of Rihanna’s Fenty Beauty and Kylie Jenner’s Kylie Cosmetics. The difference today, compared to the past when celebrities would sell their name and likeness to appear on anything and everything, is that many of these lines are actually good.
The latest names to join the celebrity beauty and makeup club include Jennifer Aniston with the just-launched LolaVie; Rosie Huntington-Whiteley with Rose Inc; Ariana Grande with R.E.M Beauty; Jonathan Van Ness with a haircare line; and Scarlett Johansson with a clean beauty line reportedly launching next year.
There are also rumours of a makeup and fragrance brand from Harry Styles, news that will surprise no-one but delight us all.
Sunday Magazine
© 2021 Stuff Limited


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