Beauty standards permeate almost every society – from the shimmer of iridescent plumes to the length and shine of fur coats, no living sentient being can escape the scrutiny. But what we’re seeing in 2022 is an awakening of consumers who are increasingly dissatisfied with the way beauty brands cater to one dimensional, white-washed ideals.

In a world where gender norms are shifting, the beauty industry is catching up to the demand for diversity, with makeup brands like Jecca Black and Fluide leading the pack with gender-neutral packaging and images of male and female models on their websites. Skincare is also seeing a shift, with influencers such as aesthetician Dija Ayodele paving the way for a better understanding of the differences between skincare needs for different skin tones, and calling for more training for beauty therapists in how to best treat darker skin. Article

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As consumers seek to make their purchases reflect their values, personalised products and experiences will gain popularity. From bespoke skincare brands that tailor their formulations to specific concerns, to DIY beauty kits that empower you to create your own personal glow-getters, these personalised offerings are set to see major traction in 2022. Brands are also tapping into menopausal beauty, with products like the hyaluronic acid infused ’O.W.N’ skincare formula which is tailored to your unique skin type and needs.

Meanwhile, curated apps like FastAF are allowing you to have your everyday essentials – including beauty products – delivered to your door on a same-day basis. OG beauty brand Molton Brown is also joining in, with a new line of luxe hand and body care that caters to all genders. Finally, for those who want to reduce the amount of waste they produce when using their favourite products, brands like L’Oreal are introducing a system used at the salon backbar that uses technology to dispense a precise amount of shampoo, conditioner and treatment into the water stream as you rinse, reducing product wastage.