Natural ingredients and UPCyCling are the trends that hit this 2022 in beauty

It is undeniable that pandemic has changed consumption habits and accelerated processes and trends that were emerging.As sustainability and well -being have been enhanced and look more strongly in the cosmetics, perfumery and personal care sector.And what a few months ago was raised as something in the long term, being more sustainable, more natural, more holistic ... now it is part of the most immediate roadmap of many companies.

In accordance with this, in 2022 many brands will be born that will collect these values that consumers now demand and possibly a change of course of many great trajectory companies will take place.Not only in terms of products will take place, but also on platforms and promotional tools in which news such as the use of metoverso to buy online or the use of fast delivery platforms to receive orders to receive the orders will begin.

This year it is found that the importance of sustainability goes beyond the packaging in which the containers made with recycled and/or recyclable materials will continue to predominate.Now the process reaches raw materials being the marks of indie cosmetics and the newly extended to the market those that best adapt to these trends and to apply these new processes since it is easy for them to make changes quickly and adapt much better toMarket speed.

Natural ingredients, UPCyCling and Reduction An example of a company with great experience and that has adapted without problems with new trends is the Martiderm group who created (re) Herm, the new sustainable cosmetics brand of the group indicated for younger generations and younger generationsThe most convinced of environmental care.“(Re) Her is a differential brand, which takes advantage of the knowledge and prestige of the Martiderm laboratory with a fresh proposal of basic routines.All products are vegan, sustainable and upcycling, that is, we use ingredients that would be wasted and give them a new life. De esta forma reutilizamos de manera creativa y activa para AYUDAR AL PLANETA mientras CUIDAMOS LA PIEL”, declara Miriam Gómez, Digital & Communications Manager.

This new way of understanding production is stomping and there are already many brands that are committed to making a better world through beauty.Other brands that have also launched it with remarkable Songrums that formulates its beauty products with coffee or natana poses that make creams for mature skin women with by -products extracted from the liah of wine ... a whole revolution!

Another of the trends related to the sustainability that this 2022 is going to be imposed is the reduction.In the case of some brands such as Lush this is already part of their DNA because they have been presenting new formats in solid cosmetics for years and without containers, a fact that helps reduce the carbon footprint."The positive impact on the environment is huge since each pill is equivalent to 3 250ml plastic bottles that are stopped," says Gloria Pavía, communication director of Lush Spain and Portugal currently, thanks to innovation and experience in experience inFormulation of solid products, Lush has solid alternatives in all its ranges, representing 66% of its total offer.

In fact, these young brands and some of them emerging begin to be a mirror in which to look for other veteran who do not want to be behind.L’Oréal has signed an agreement with Youth to the People for its acquisition, Decie (The Ordinary) has been bought by the Estée Lauder group and Drunk Elephant is part of Shiseido, for commenting on some examples.

Finally, in terms of hairdressing trends, there is talk of nostalgic cuts and saturated colors.Although without a doubt the trend that seems to be the protagonist is the coloration "Peekaboo".This is a type of inverted bullet wick in which the inside of the hair is stained.Capillary cosmetics is in depth in the Beauty Business School in the Advanced Capillary Technician course in which there will be an intensive session of trends.

How can I know the trends and apply them to the brand? It is clear that it is important to be up to date with what the reference brands and also the most emerging, but we must not lose sight of the consumer.The use of the social networks they exercise and the hyperconnectivity in which the changes are lived so that it cannot be expected to have been implemented to incorporate them into the company's marketing strategy.To learn, know and connect with the target audience the postgraduate postgraduate in Beauty Marketing of the Beauty Business School will discuss topics such as market research, trends and innovation that will be a road map to know how to address the sector.

About Beauty Clusterbeauty Cluster is a private association that promotes collaboration with the purpose of enhancing sustainable development and competitiveness of the value chain of the cosmetics, perfumery and personal care sector.It is made up of more than 200 companies, it is the leading cluster of the beauty sector in Spain and the second largest in Europe.It promotes innovation, internationalization, training and digital transformation.

It is the only world proven beauty cluster Gold Label.Founder of the first business training entity specialized in beauty, the Beauty Business School.Creator of the First Marketplace B2B of the cosmetics and perfumery industry (Beauty Connecting Business).