Can’t get enough of the latest beauty trends? Neither can we. For that reason, we’ve scouted around for the coolest beauty movements for this year and why and how they’re set to work miracles.

Get ready for Artificial Intelligence beauty tech, old favourites making a comeback and new beauty formulas making an appearance. The general consensus is all about living well, inner and outer beauty, beauty apps and bespoke skincare laboratories. Here’s a dip into the future to find out exactly what we’ll be obsessing over in 2018.

 

Millennial Skincare

Editor in chief of Allure, Michelle Lee called on beauty brands to “change the conversation and celebrate the beauty in all ages” as millennials decide to embrace the beauty of ageing and ditch the drab anti-ageing narrative of the industry. Brands such as Glossier and Milk are making waves among millennials with their clean aesthetic and celebration of beauty diversity. Paving the way for ranges like NIA (Not Into Aging). Raw and honest beauty standards are what it’s all about… count us in!

 

DIY Beauty

 

It’s not just about at-home hair-dye anymore, beauty is taking things one step further to the labs. German beauty brand Essence opened up a pop-up maker shop in Berlin. Not only did customers mix their own lipsticks, white coats and goggles were key to the experience. Other brands such as Lancôme have given the mixing-on-site a go but we’re set to see far more involvement between consumer and laboratory soon. You could be creating a custom polish from a digital colour-matching machine in just three minutes. Fancy.

 

CBD

 Six coolest beauty trends to watch out for in 2018

 

Who knew that the Marijuana leaf would be trending in skincare? Cannabidiol, commonly known as CBD, is a non-psychoactive substance found in hemp plants. It is said to have anti-inflammatory, antioxidant and anti-ageing skin benefits. Brand such as Herb Essntls have launched a skincare line infused with cannabis seed-oil and other brands such as Lush and The Body Shop incorporate hemp into some of their best-sellers.

 

AI Beauty

Six coolest beauty trends to watch out for in 2018

AI, artificial intelligence, is seeping its way into all areas of our lives and beauty is no exception. Apps are making the headlines of the beauty world with everything from RYNKL, a mobile app that monitors wrinkles, “like a personal wrinkle doctor,” to ModiFace, famous for its augmented reality beauty apps. ModiFace now offers real-time facial analysis and can recognise 3D features. Although we’re not sure how far this could go, it is set to lead the way for personalised beauty marketing, based on individual faces. Is anyone else thinking of Black Mirror?

 

Vitamin C

Six coolest beauty trends to watch out for in 2018

Vitamin C has been making a name for itself in the beauty world of recent. Skin brightening and pollution-fighting, this dark-horse ingredient also has super hydrating properties. Korean brand Vitabrid C12 have started UK shipping and claims to capture the volatile vitamin in a stable formula. Lixir is the Vitamin C brand of the moment, claiming neutralise oxidized sebum and boosts collagen production. Read our feature on the benefits of Vitamin C.

 

Metals

 27882098 - futuristic portrait of a beautiful african american woman Six coolest beauty trends to watch out for in 2018

Metals are the new crystals according to Anna-Marie Solowij, CEO and co-founder of BeautyMart. She highlights the health benefits of metals such as manganese, platinum, silver and gold – an ingredient to get quite a lot of attention in the last few years in the beauty world. La Roche-Posay’s Cicaplast Baume B5 Soothing Repairing Balm is formulated with manganese and copper to heal cracked skin with its reparative properties.

 

Source content, kindly supplied by Lucie Greene, from www.jwtintelligence.com
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