Beauty Trends for 2023

This year, the beauty and skincare market is expected to reach $805 billion in value. With all the new skincare lines and product innovations, we know it can be challenging to stand out in the saturated beauty space. This is why it’s important to work with a marketing partner who has their finger on the pulse and can develop a successful strategy for your beauty brand. 

Throughout our experience with a diversity of beauty brands — from clean skincare to highly pigmented makeup to hair growth supplements–our team prides itself on staying on top of the latest beauty trends. 

Here are five trends we can expect to see from the beauty industry in 2023.

Clean Beauty

The definition of ‘clean beauty’ is a bit murky and has led to a lot of confusion in the market. This year, skincare brands will redefine ‘clean’ and provide consumers with more transparency. 

Brands will focus on broadening their definition of ‘clean’ by providing information not only about the active ingredients, but also about their supply chain and their carbon footprint.

More innovative products will come into the beauty space this year — from biodegradable glitter to a focus on microbiome-friendly skincare.

The term ‘clean’ will also evolve this year — beauty experts are championing the term ‘pure beauty’. This new term places an emphasis on ingredients that are pure from the start and the real benefits, such as skin health, hydration and more. 

Glam Makeup

2023 makeup trends will be about maximalism, Y2K throwbacks and embracing hyper femininity. Think fluttery eyelashes, sharp eyeliner, flushed cheeks and runway lips. Makeup formulations will be lighter but just as effective; shimmers will shine brighter and classic eyeliner will go ultra-inky. 

According to InStyle, creativity and unbridled self-expression will be at the forefront of this year's makeup trends.

Men’s Skincare

What can we expect to be one of the largest emerging disruptors from the beauty industry? Men’s skincare. From anti-aging treatments to ultra-moisturizing products, men will become increasingly aware and motivated by the need of self-grooming and healthy skin habits. According to Exploding Topics, men’s skincare and grooming products are forecasted to grow to almost $19 billion globally in the next 4 years.

We’ll also start to see brands shift away from labeling their products as ‘just for men’ and will instead begin targeting all areas in the beauty industry, therefore making skincare more accessible for men. Brands will also become increasingly aware of how packaging impacts gender-specific purchasing habits — so we can expect to see more neutral colors. 

Hair Repair

Chances are you experienced some stress over the last couple of years. Guess what? Your hair did too! This year, we can expect to see hair care products geared towards repair, protection and growth.

Whether it’s a scalp peel to help with cell turnover or rosemary-infused products to help with hair growth, consumers are moving away from traditional hair-care products. We’ll see an influx of scalp-stimulating tools to add to our hair rituals, along with innovative bond-building products to help with hair breakage.

Virtual Try-On

Buying cosmetics online has always been a challenge because customers are used to trying hair and skin care products in physical stores. That's why the beauty industry was one of the earliest adopters of Virtual and Augmented Reality technology to assist customers in 'trying' products during their shopping experience.

The ‘try before you buy’ feature uses special filters to mimic the wearing of different products. This enables consumers to get a sense of whether a product is right for them, improving shopper engagement and lowering return rates.

Wrapping Up

When you work with Pennock, you’re getting a partner who will develop successful marketing strategies for your brand. From paid search to paid social to link building and SEO, we know how important these individual strategies can be for your brand — but just like your product line, you will get the best results when you use them together.

Check out our case studies to explore some of our best work.