We looked into a crystal ball … Okay, okay, we just asked the world's experts in the field of beauty for cosmetic predictions for the next year. And after collecting and analyzing their opinions, we realized that the revolution of Instagram-make-up awaits us, and there will be less … water in skin care. Now in more detail.
Contouring, a puffy lip liner, a highlighter that could make a unicorn burst into tears are all painfully familiar signs of Instagram makeup. Inspired by stage make-up, born from the union of high technology and art, this digital beauty ideal has become ubiquitous. But there is reason to believe that the pendulum has swung and, as they say, "the empire must die." It is interesting that this colossus was rocked by none other than beauty tycoon Kylie Jenner. In July, she said goodbye to filler and returned her lips to their natural shape. We can say that this step was a revolution in the field of beauty.
Here is more irrefutable proof that the world will never be the same again. Makeup artist and YouTube celebrity Wayne Goss thinks people are finally starting to understand that what works on camera doesn't always look good in real life. “Instagram makeup looks very different in special lighting for photography and in daylight,” he says. “I believe that this is why women and men who try to copy these images are often unhappy. They don't see the same perfect finish. " But the secret to excellence is not just good lighting. Most of the photos, which collect thousands of likes, we see in an already heavily modified form.
“Filters gave people the illusion of achieving perfect skin, so everyone started plastering their face with foundation,” says Jacqueline Hill, beauty influencer. "But the delusion quickly dissipates."
Another reason for the upcoming changes: famous makeup artists are increasingly using social networks. “Now that artists with fashion experience and great talent like Pat McGrath, Peter Philips, Lisa Eldridge are increasingly using the Internet platform, a different format is becoming available to people,” says makeup artist Nick Barose. - These artists are not trying to please public opinion about how an Instagram look should look. They do what their good taste and professionalism tell them."
So what's next? “Creative minimalism,” says Anu Lingal, analyst and trend forecaster at Kantar Consulting. - Makeup is self-expression and freedom. The new approach is to use make-up in a way that makes it look more individual and expressive, rather than just trying to replicate a certain archetype of beauty. However, don't think that Insta aesthetics will completely disappear. There will always be two types of people: those who want to look good in real life and those who want to look good on Instagram."
Thick curls may seem like an unattainable goal for millions of women with fine hair, but science thinks differently. Some studies have shown that stem cell injections can prevent hair loss. Their ability to transform into other cells is fraught with many opportunities, including in the field of beauty. “In theory, when you inject them into the scalp area, they can not only strengthen existing hair, but also start creating new follicles,” says Gary Goldenberg, a dermatologist and clinical professor in London. And these assumptions, perhaps, will soon receive practical confirmation. Histogen, a regenerative medicine company, has just received approval to test growth factor injections. If successful, the trials could lead to approval for injections of real stem cells.
“This type of non-surgical hair rejuvenation and restoration is truly a step into the future,” says Goldenberg.
This is the so-called "heavy artillery", but there is another promising direction in hair care - the use of ingredients that were once intended only for the face. For example, probiotics: the effect of microorganisms on the skin is nowhere more evident than on the scalp, where an imbalance of bacteria can lead to dryness and flaking. Scrubs "for scalp" with probiotics next year will be at the peak of popularity. They not only gently exfoliate the skin, but also balance the situation with bacteria, creating a healthy environment for hair growth. Another hero from the field of face care is hyaluronic acid: products with a complex of vitamins B3 also harmonize the level of bacteria on the scalp. An added bonus is immediate hydration and relief from itching (if it comes to that). And, of course, one cannot fail to mention peptides. Scientists have already identified several types of peptides that restore hair from root to tip, improving scalp microcirculation and tightening the strands themselves.
Water is by far the most common ingredient in skin care, but just before our very eyes the first wave of “waterless options” has passed, which clearly hinted at the birth of a new trend in facial care. The fact is that replacing H2O with juices or oils has serious potential. “In some cases (everything is very difficult there from a scientific point of view) the absence of water means less weight of funds, which means less carbon. If you are not a chemist, then do not look for logic here and just believe. It is important for us to understand that such a “lightweight” product can contain a higher concentration of active ingredients,”says Karen Behnke, founder of Juice Beauty, a line that uses juices rich in antioxidants instead of water. - And products based on oils, as opposed to products with water or juices,no preservatives needed. Moreover, bacteria and mold cannot grow in a completely anhydrous environment, which is also always nice to know."
If we talk about the future of beauty care products, then we can safely say that creams and serums for the face are the "new makeup".
Scientists, in close alliance with dermatologists, are increasingly moving towards the creation of hybrid products that erase the traces of time and at the same time emphasize natural beauty. It is impossible not to pay attention to the new generation of toning oils that moisturize the skin well and provide it with radiance all day long. However, they do an excellent job of bronzers and are suitable for light contouring. Next year, the legendary bronzing line Terracotta, Guerlain, with the help of which it is easy to create an effect "just from vacation" on the face, promises to appear in a new format, which allows literally on the go (or, if you prefer, on the run) to achieve several results: light tanning, masking imperfections, contouring and moisturizing. So you can be sure that tomorrow we will not have to sacrifice color for the sake of comfort. All tinting products will moisturize and nourish the skin.
Customization of perfume blends, layering and DIY scents - that's what awaits us in the very near future. Perfumers have always been able to create intrigue - to trade in glamor and sex. Everyone knew that their task was to develop mysterious mixtures with exotic resins and flowers, and then sell all this in beautiful bottles that indulge our pride and make us feel elegant and interesting. By and large, everything has remained the same, but now we still definitely want to feel special.
“There is a trend towards looking for something unusual,” says Pierre Aoula, perfume consultant based in Paris. “Now we want everything to be customized, from the seams on the jeans to the fruit mix for fresh juice.”
Over the past couple of years, more and more companies have begun to play with the trend towards complete transparency, informing customers about the composition of their products and promoting individual ingredients, sometimes even in the names of products. In 2016, Rag & Bone launched eight fragrances, each of which is built around a famous note - cypress, bergamot … And Ralph Lauren Collection launched 10 fragrances, emphasizing the monocomponent. Today the trend has reached its peak, and some companies have gone much further - they began to provide us with all the necessary tools for independent work.
Analysts predict a bright and bright future for DIY fragrances (DIY - Do It Yourself). The idea of layering, or layering of aromas, fits perfectly into the same concept.
Once upon a time, Jo Malone London perfumes were famous for this, but today the giants of the perfume market come to this, who have always followed the path of complex self-sufficient compositions. Guerlain is already inviting fans of the AcquAllegori collection to be bolder and experiment with a few easy options if they wish. The same concept can be traced to Mugler with the Les Exceptions collection. Maison MargielReplic has two "filters" for applying under other perfumes. And this summer DS & Durg released I Don't Know What, which its creator David Seth Moltz calls the "amplifier." “On its own, it smells of feathers - like an expensive down jacket - but it has the magical ability to combine with anything and make the smell more radiant,” he says.
Inventing something of your own is a new fix idea. Many companies like Scent Trunk and Hawthorne are ready to help perfume lovers do just that. Experts who help men and women to compose the fragrances of their dreams very simply explain the success of hand-made perfumes. They're not talking about millennial thinking and widespread skepticism. In fact, everything turns out to be much simpler: most of all people love and value what they put their soul and energy into. A personal connection with an object gives it a special, exclusive meaning.
Photo: ImaxTree, Nikolay Gulakov, Gleb Kordovsky, archives of press services
- No mistakes: how to choose fragrances as a gift
- Twiggy's 12 reed quotes on beauty ideals and timeless trends
- How Meghan and Harry are undermining the oldest tradition of the royal family