Consumers have disrupted their behaviour with the way they buy, their desires, and their fashion ambitions, and 2020 has been the year of growth in major trends and a year that has reshaped the industry forever.

Consumers have had a year of new experiences, more in-depth insights thanks to digitalization, and opportunities to reflect on what they enjoy most of their lives. This article is an excerpt from a white paper published by Cosmetics Inspiration & Development that outlines 5 of the agency’s forecasts for 2021 and beyond, focusing on key highlights from 2020 and expected future evolutions.

Skinminimalism trend


As early as last year, beauty buyers embraced the ‘skinimalism’ trend.

The NPD Group predicted that minimalist beauty, cocooning, and a return to basics will be among the top beauty trends for 2021, but the movement has already had an impact in the UK, with luxury skincare sales falling 23 percent in 2020.

The UK market was hit harder than its European counterparts, like France (-20%) and Germany (-16%), or the US market, as the pandemic resulted in the frequent closing of brick and mortar shops, with luxury beauty sales declining -24 percent in 2020. (-19 percent ).

According to the latest data from The NPD Group, prestige skincare sales in the UK fell by -23 percent in 2020, with the overall prestige skincare market estimated at £295 million.

According to Pinterest’s 2021 Trend Predictions Report, one of the biggest beauty trends this year will be “skinimalism,” which involves a simplified skincare and make-up routine that takes a streamlined, back-to-basics approach. However, according to NPD’s report, UK consumers seemed to have adopted this attitude in their skincare purchasing patterns as early as last year.

According to The NPD Group, three skincare subsegments showed early acceptance of the ‘skinimalism’ pattern by UK customers by showing revenue declines less than the overall category in 2020: prestige face cream sales fell 20%, prestige face cleansers fell 17%, and facial exfoliators fell 3%.

Eye treatment devices were the third largest subsegment (in terms of value) within luxury skincare in 2018 and 2019. However, in 2020, facial cleansers outsold eye treatments, highlighting the demand towards a simplified skincare routine. Anti-acne serum sales rose by 51% in 2020, when mask use produced new demands and shoppers concentrated on skin specifics.

When the pandemic struck, we kept our skincare routine the same even though the world was placed on lockdown. Consumer trust, on the other hand, has taken a dive, and consumers are more hesitant to invest. Skinimalism has become very common as a result of the market emphasis on sustainability. Beauty shoppers seem to be buying fewer brands, but those that they do like are more tailored.

Clean and ethical beauty

In recent months, environmentally aware and politically engaged members of Generation Z have shown a strong preference for secondhand wear, purchasing and selling an increasing number of used clothes in the United States. According to a survey undertaken by investment bank Piper Sandler on the discretionary market, so-called safe and natural cosmetics are an obvious option in terms of appearance.

“GenZ is a conscientious generation, as the top two social problems for teenagers this Spring are racial equality and the environment. Thrifting has also emerged as a common topic among teenagers, as thinking secondhand has become second nature to them. In reality, Piper Sandler senior research analyst Erinn Murphy said, “47 percent of teens have bought secondhand and 55 percent have sold second hand.”

The study does not, however, justify why adolescents are purchasing more secondhand products. Price, rather than environmental commitment, may be the most motivating force, particularly because Amazon is still the most popular online shopping site among young Americans (56 %), followed by Shein (7 %), Nike (5 %), and PacSun (5%). 

Online shopping at its highest level 

“A female-led purchasing recovery,” according to the survey of 7,000 Americans with an average age of 16.1 years [1], with “upticks in spending on clothes, handbags, and skincare in particular.”

Furthermore, considering the impact of COVID-19 and the fact that these users are digital natives, it’s no wonder that online usage is at an all-time high. Females claimed to buy online 96 % of the time, compared to 88% last year, and males claimed to shop online 92% of the time, compared to 91% last year.

Skincare over makeup 

In 2020, “skinification” was the big theme, as people moved away from makeup and into the “pandemic-proof” skincare business. However, 2020 has shown us the value of avoidance in terms of our wellbeing. “Six out of ten global customers are constantly searching for F&B goods that improve their immune health,” according to Innova’s Market Survey 2020. Concerns over immune health affect one out of every three people.

Say goodbye to makeup; the wellness scare has totally transformed this generation’s grooming preferences, with an increasing curiosity in skincare. According to the poll, “women’s spending on skincare products has surpassed their spending on cosmetics.” Teenagers are gradually looking to internet influencers for updates on current events and emerging products, which is a fascinating part of this change.

During the April coronavirus pandemic in the United States, sales of vitamins, supplements, and even homeopathic treatments reached new heights. With shoppers investing more hours at home, we’ve seen skincare shift to self-care.

However, dermatologist-recommended drugs are very common among Gen-Z, as shown by the following list of the generation’s favorite brands: CeraVe (35 %), Cetaphil (10 %), Neutrogena (8%), The Ordinary (7%), and Curology (7%).

Ulta holds its No. 1 favorite beauty destination against Sephora for the fifth year in a row (46% share vs. 39% last year). At the same time, 80% of female adolescent girls claim they are willing to pay more for “natural” or “clean” looks.