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The trends below were highlighted in 2020, however, it’s the subtle shift in 2021 that has us paying attention. As we have learned “the devil is in the details,” and overlooking (what seems minuscule) could be a missed opportunity for your product or brand. As reported by Sparks & Honey for Cosmetic Executive Women (CEW), we take a closer look at the shifts and share our observations and predictions on their evolution.

#1 Transition from Wellness to Health

The consumer is focusing attention on their own physical and mental health. Going beyond being-well, the pandemic has increased the need to prioritize one’s actual health for survival. We have seen the pivot to better hygiene with handwashing and sanitizer, but also an increased demand for germ and bacteria-killing surface cleaners and air purification systems. The sales growth of immunity-building vitamins and supplements highlights the greater concern for internal health.

In the professional salon industry, we’ve seen new products and practices emerge. In Europe, as consumers are getting their hair and nails services, salons are serving up a shot of COLLEGAN 36 to improve the health of hair, skin, and nails. Rejuvenate are salon wipes promoted to provide superior disinfecting in less time.

#2 All Natural to Beyond Natural

Fed up and frustrated is how consumers feel about the greenwashing of products. The heavy-handed use of green marketing claims makes it seem like just about everything from acne products, hair color, and even nail polish are coming directly from Mother Earth.

Consumers no longer trust the product's self-reported, overly hyped natural claims. They are taking matters into their own hands by digging deeper into the ingredients and claims of the products they want to use. Armed with knowledge, more consumers are accepting the reality that all-natural may not deliver on performance standards.

Technology has allowed the beauty industry to deliver highly effective and safe man-made ingredients which can be superior to natural ingredients. As reported by CEW “consumers are understanding that synthetic ingredients can be more effective and sustainable.” So just because some an ingredient is made in a lab doesn’t make mean it can’t be a more superior option.

#3 Representation to Empowerment

Consumers are holding companies more accountable by taking diversity and inclusion beyond window dressing. It’s not enough to just talk about or show slick ad campaigns with people of color, sexual orientation, or age profiles. Consumers want to know who’s on the board of a company, employment statistics, and the actual business practices of diversity within a company.

Companies are not only supporting female and black entrepreneurs in a meaningful way, but we are seeing brands rally around a specific diversity issue to develop their products or mantra. Better Not Younger and Pause Well-Being are great examples of brands that developed for needs in a specific age range.

#4 Digital As Back Up to Digital As Preferred

2020 might go down as the year of the shopping shift. We saw retailers close, inventory limited, and consumers stuck at home without access to salons or beauty stores yet wanting to keep up with their regimes and routines.

Like the great migration in Africa of animals seeking water, consumers rushed to their computers seeking help on how to maintain their hair color, get clear skin, manage their brows and lashes all while buying along the way. Brands, retailers, and beauty professionals went from having a presence on digital to needing a first-rate digital strategy and plan to speak and sell to consumers.

At Buzz Beauté, we see the rise of artificial intelligence and live selling taking digital beauty to the next level. If you want to know more or how you can capitalize on this trend, reach out to us at

#5 Skintellecutals to Skininvestment

Savvy consumers are investing in their skincare products and routine to keep up with the healthy skin and makeup-free at-home trend. Without the ability to get a salon facial, consumers are doubling-down on skin health with skincare subscription boxes, high-tech tools such as Priori’s Unveiled LED mask and NuFACE facial toning devices, and a plethora of magical (not to mention expensive) serums.

As we get deeper into 2021 and get to physically meet-up again, there will no doubt be more market trend shifts. Our question is, which trends will dramatically adjust, and which will subtly move? Is your brand agile enough to capitalize on the trends now? And take advantage when the market shifts again?

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