In a future where the line between human and technological devices blur, water becomes a protected resource, energy concerns ring true and natural ingredients take centre stage, beauty brands must innovate to stay relevant.

"As consumers become increasingly familiar with using technology to track their health and well-being, they are looking for beauty brands to offer products and devices that boast similar functionality. New product development in augmented reality is providing the next step in virtual mirrors and real-time visualisation of the effects of beauty products on the skin and hair."

"Traditional beauty and personal care remedies are moving into the mainstream as more and more consumers start to ‘cook up’ their own versions. Brands will need to shift their focus to highlight artisanal processes while also making it easier for consumers to make products at home. Looking at the decade ahead, we’ll see brands borrow inspiration from the meal kits developed by food companies, propelling the subscription beauty box model to the next level.”

Interesting thoughts from a Mintel report into the future of cosmetics. You can read the report, which shows what may be new trends, here!