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From Waterless Washing to Wild Bathing: The Key Beauty Trends for 2022

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Waterless washing, fermented beauty and beauty snacking will shape the beauty industry in 2022 and the years to come according to market research firm WGSN.

The focus of beauty products for 2022 will be on usability and sustainability. “The top beauty trends for 2022 reflect wider societal changes, as consumers continue to look to sustainably minded practises and products including waterless elements and longer shelf lives,” says Clare Varga, WGSN’s Head of Beauty.

According to WGSN’s international team of expert, next year’s trends will feature hygiene procedures that save water, fermented beauty, faster makeup routines and beauty snacking:

> Waterless Washing: Waterless washing products conserve water, accommodating the one in 10 individuals globally who lack access to safe drinking water. This trend is an evolution of waterless beauty, and bring your own water (BYOW) products, with early innovators offering Showerless Shampoo and no-water-needed shaving products.

> Fermented Beauty: The desire for potent ingredients that last longer is driving interest in kombucha for the skin. Driven by the K- and J-Beauty markets, fermentation releases enzymes that break down molecules so they can better penetrate the skin, delivering powerful ingredients into the very structure of the skin or hair. The process of fermentation also cultivates the growth of beneficial bacteria such as lactic, organic and acetic acids, which act as natural preservatives. These naturally occurring bacterias prolong the shelf life of formulas, appealing to both the sustainably minded and value-focused consumer.

> The two-minute make up bag: The two-minute makeup bag appeals to consumers who want a healthy ‘no make-up look’ quickly. Aligning with the convenience of fast, low-maintenance looks and techniques adopted during the pandemic, the two-minute make up bag offers flexible and low-key beauty lifestyles as consumers adjust to a hybrid post-pandemic existence. Products will concentrate on new and smarter beauty hacks that deliver better results with less effort, money, and commitment.

> Beauty Snacking: A new beauty trend emerged during lockdown: the beauty snack. Set to become a staple in 2022, micro beauty moments were incorporated into consumers’ lives during the pandemic, to break up the homeworking lifestyle or create moments of pleasure. Beauty snacking includes flash treatments and easy, no-mess formulas. It will also take on a more literal definition with edible skincare in the shape of sweets and health bars emerging in 2022.

> Wild Bathing: The urge to reconnect with nature will drive customers to seek the natural benefits of open water and outdoor spas. With roots in many cultures, indigenous populations, and traditional therapies across the world, such as Japanese onsen and Victorian bathing machines, this practise is steeped in heritage. Bath and body products that replicate outdoor bathing will bring nature inside. Soaps, substances, and materials derived from nature will increase in popularity, as will products based on seaweed or seawater.

> Coastal-Foraged Ingredients: Skincare and personal care products that include seaweed extracts, kelp, sea fennel and algae will become mainstream must-haves. Coastal ingredients will be valued for their soothing, hydrating, detoxifying, therapeutic, and transportive ability. Consumers will gravitate towards local, seasonal, and wild-harvested items that are beneficial for their skin and the environment.

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