In the 2020s, the beauty industry is set to shift and evolve once more. We took a look back at how the world of beauty had changed since 2010, and now we're looking forward to the next 10 years. 

From upcycling set to be the hottest new sustainable measure, to the rise of the "trichologista," beauty is set to become more tech-savvy, more transparent, and more bespoke than ever before. Whether you like to slather on your beauty products or inhale them, there is a beauty trend below that will speak to each and every one of us. Think of the below as your very own look into a beauty crystal ball...

Plants-First Perspective

Vegan beauty has become more and more popular in recent years as the wellness arena has expanded, and since then, has pretty much crossed over to the mainstream.

These lifestyle choices have since been joined by mental wellbeing practices, like crystal healing and spiritual balance, and together have been premiumized into the trend of "Wellness," adopted by celebrities and super-rich looking for self-fulfilment and enlightenment.

"Phygital" Beauty

As our retail experiences become more and more digital, expect to see a rise in "phygital beauty." Mintel suggests that "beauty consumers want to explore an immersive, personalized mixed-media experience that merges the physical with the digital and helps them learn about their skin/hair in new ways.


"Upcycling will replace recycling [in 2020]," celebrity skincare guru Angela Caglia tells Byrdie. "It’s no longer enough to say we recycle in 2020. It’s time to take recycling to the next level—that’s where upcycling takes over. In short, upcycling is about repurposing items to extend their life so we can avoid adding things to our already overflowing landfills."

By-Product Beauty

Cult Beauty founder Alexia Inge agrees that creating less waste will be key in 2020 and notes that by-product beauty is a burgeoning trend. It is all about repurposing the waste from other processes to create new products.

In the next few years, "We will start to see more 'intuitive' skincare, including formulations that permit the frequencies of light that allow the body to synthesise vitamin D, while still protecting from the harmful rays, as well as new application techniques—such as IONIQ—who've pioneered an application method inspired by automobile paint shops for full, even SPF coverage."

After-sun will also get a makeover too, according to Inge. "It's a whitespace ripe for innovation—from incorporating the latest DNA-repair technology to eschewing the concept of 'after sun' altogether in favor of more pertinent language surrounding repair and rejuvenation," she explains. In the meantime, we'll have our swimsuits and straw hats at the ready.