3 Rising Magnificence Traits from 2021 I Traackr

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Rising Magnificence Traits from 2021

2020 was a yr the place skincare boomed and shoppers had been excited to strive new issues, devour instructional content material, and search out purpose-driven manufacturers. 

So what tendencies rose in 2021? We share an evaluation that reveals three rising magnificence tendencies that we predict might proceed into 2022. 

All beneath above compares December 2019 – November 2020 vs December 2020 – November 2021, with the intention to a full year-over-year comparability.

Specificity in numerous hair care

Numerous hair care – or hair care for folk with curly, wavy, and in any other case textured hair – noticed an increase in 2020. Nevertheless, magnificence pattern information reveals that influencers posting content material with numerous hair care phrases has fallen by 26% in 2021.

What’s attention-grabbing is that we’re seeing a simultaneous rise in conversations about particular attributes or challenges for folk with curly, wavy, and textured hair. For instance, extra people are speaking about hair porosity and particular person hair varieties (e.g. 2A, 3C, 4).

Hair Porosity Content material Throughout All Platforms:

  • +7% energetic influencers
  • +608% engagements
  • +1159% video views

And, regardless that the variety of influencers posting about particular hair varieties has fallen, viewers engagements and video views are nonetheless rising.

Particular Hair Kind Content material Throughout All Platforms:

  • -16% energetic influencers
  • +127% engagements
  • +50% video views

We expect this rising pattern is because of the truth that the period of common training is over. Now, shoppers are in search of content material and merchandise which are tailor-made and deal with particular wants.

Skincare zones in on sensitivity

We really assume this motion from common training to particular downside fixing will likely be an overarching theme within the subsequent yr. Why? We’re seeing it occur in skincare too. 

Delicate Skincare Content material Throughout All Platforms:

  • -5% energetic influencers
  • -22% engagements
  • +21% video views

Much more attention-grabbing, conversations about particular pores and skin situations are gaining traction too.

Zits Content material Throughout All Platforms:

  • -20% energetic influencers
  • -15% engagements
  • +20% video views

Eczema Content material Throughout All Platforms:

  • +1% energetic influencers
  • +24% engagements
  • +106% video views

Rosacea Content material Throughout All Platforms:

  • +6 energetic influencers
  • -39% engagements 
  • +7% video views

A few of chances are you’ll ask the query: why is that this nonetheless a magnificence pattern if engagements are down however video views are up? We expect this may need one thing to do with the unfavorable connotation of those matters. Shoppers might not “like” a video about having delicate pores and skin, pimples, eczema, or rosacea, however they might watch a video to discover ways to clear up these points.

Pure magnificence elements

In response to social information, it seems that influencers and their audiences are occupied with incorporating magnificence merchandise with extra pure elements. Two examples? Ayurvedic and mushroom-based magnificence merchandise.

Mushroom-based Magnificence Content material Throughout All Platforms:

  • +12% activated influencers
  • +19% engagements

Shiny in contrast the brand new mushroom pattern to CBD magnificence – stating that they each have a tie to psychedelics and possess atopical (hydrating, anti-inflammatory) and inside (immunity boosting) advantages. However not like CBD, which labored its method slowly up from indie manufacturers, mushroom magnificence appears to have emerged and instantly made it into mainstream magnificence model’s merchandise. 

Tip: If you’re trying to incorporate mushrooms, be sure to dedicate time to researching their historical past! Reishi mushrooms, for instance, are a staple of conventional Chinese language drugs. Paula’s Selection has achieved the sort of analysis and acknowledgement properly – test it out on this Instagram put up about their Tremendous Hydrate In a single day Masks.

Subsequent, Ayurvedic-based magnificence merchandise. 

Content material Mentioning Hair Care Merchandise with Ayurvedic Substances Throughout All Platforms:

  • -11% activated influencers
  • +338% engagements
  • +486% video views

It’s necessary to notice that Ayurveda is under no circumstances new – Ayurveda is a standard Indian system of medication that “goals to protect well being and wellness by holding the thoughts, physique, and spirit in steadiness and stopping illness reasonably than treating it”. After we say it is a “rising pattern” we’re merely noting the current momentum it has gained amongst mainstream influencers, manufacturers, and social audiences. 

There seems to be two common approaches to Ayurvedic magnificence merchandise — one merely makes use of conventional Ayurvedic elements like ashwagandha, barberry, brahmi, cardamomum, kumkumadi oil, chickpea flour, and extra. For instance, Fable & Mane is a hair care model based by Akash Mehta that makes use of ayurvedic elements like ashwagandha in its hair and scalp therapy oils. The opposite strategy makes use of these particular elements whereas making use of the holistic philosophy from Ayurvedic practices. For instance, some Ayurvedic skincare manufacturers create merchandise tailor-made for particular pores and skin varieties or incorporate important oils to faucet into different senses. 

Tip: This pattern is attention-grabbing as a result of it aligns with a few of the different themes we have been seeing in magnificence. Skinfluencers grew to become common as a result of they pulled the curtain again on what particular elements do what, Ayurvedic magnificence has that very same instructional component. Equally, many manufacturers are serious about how the wonder trade overlaps with self care and psychological well being (e.g. Uncommon Magnificence) — Ayurvedic magnificence has that very same holistic strategy. 

Need extra in-depth magnificence pattern insights? Join our month-to-month magnificence publication and get unique content material together with data-backed pattern recognizing, analyses of profitable influencer collaborations, and benchmarked rankings of worldwide magnificence manufacturers.



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