10 trends that took the beauty industry by storm in 2019

2019 saw the release of several product and treatment innovations that were influential for the beauty, spa and wellness industries. Here are the top 10 beauty trends of the year:

1. Brow lamination

Clients went wild for the launch of brow lamination – a new treatment that creates natural-looking, brushed up brows by chemically straightening and setting the hairs in place. Seeing the potential for the treatment to supersede microblading in popularity, pro brands quickly launched in-depth training so salons could add it to their menu. 

HD Brows unveiled its Browsculpt (pictured) Course, which covers how to achieve lamination’s perfect symmetry and correct uneven tails, while The Eyelash Design Company launched HiBrow Lamination, a course that teaches artists how to deliver fluffy, groomed brows that last up to eight weeks.

2. Marine-friendly sun care 

With the impact of SPF usage on the environment in the spotlight, reef-safe sunscreens were a priority for the industry. Environmentalists highlighted the issues surrounding ingredients oxybenzone and octinoxate, which have been reported to be harmful for marine ecosystems, and as such pro brands developed sun lotion ranges formulated without these filters. 

Caudalie’s Suncare Range (pictured left) contains five products developed with guaranteed non-toxicity filters, while Comfort Zone’s Water Soul SPF30 (right) is free from all harmful ingredients, using a DNA-defence biomimetic peptide instead to protect skin. Marine-focused brand Thalgo is also a frontrunner in developing ocean-friendly sun care, having done it for many years.

3. CBD beauty

Cannabidiol (CBD oil) took the beauty industry by storm, becoming one of the most talked about ingredients of the year. With research detailing the anti-inflammatory and anti-ageing properties of the hemp-derived oil, CBD was soon worked into a range of products and treatments. 

Some of the big launches included Simply CBD Bronzer, the UK’s first range of CBD oil-infused tanning solutions; sheet mask specialist Barber Pro’s CBD Oil Mask, which helps restore uneven skin tone; and the arrival of organic CBD-formulated body care collection Pineapple Express, which is distributed in the UK by Strip Distribution. 

4. Prebiotic and probiotic skincare

Although we know prebiotics and probiotics are good for our gut, growing evidence has shown that they are also good for our skin, which is why 2019 saw more skincare brands harness live bacteria in products than ever before. 

Popular launches included Murad’s Prebiotic 4-in-1 MultiCleanser, a gel-to-oil formula that contains prebiotic powder to feed the skin’s good bacteria, and Prebiotic 3-in1 MultiMist, which features yeast peptide to balance the skin’s microbiome. Plus, therapists loved Image Skincare’s Purifying Probiotic Masque, formulated with yoghurt-based probiotics and antioxidant superfruits to purify skin.

5. Hydradermabrasion facials

2019 saw the advanced exfoliating treatment hydradermabrasion facial take off in a big way and cement its place on many salons’ menus. HydraFacial (pictured right) launched its Elite machine, which uses patented Vortex- Fusion technology to cleanse, extract and hydrate skin, offering a multi-step treatment that combines hydradermabrasion with a chemical peel, extractions, LED and more. 

Meanwhile, 3D-lipo’s 3D-HydrO2 facial device (left) is designed to target hydration, oxygenation, anti-ageing, congestion and skin brightening, using seven different technologies, including the Hydro Peel function, which uses a combination of three solutions to help with bacteria and inflammation.

6. Targeted solutions for pigmentation and adult acne

While age-related pigmentation from UV damage has been a major concern for consumers for a few years, 2019 saw the focus in innovation shift towards the marks left by acne or other scarring.

In spring, Dermalogica launched Age Bright Clearing Serum (pictured right) and Spot Fader into its adult acne range, with niacinamide and white shitake included to brighten and even skin tone, while in summer, Murad’s Invisiscar Resurfacing Treatment (left) hit the market, developed to work on the size, depth, texture, thickness and discolouration of blemish scars with salicylic acid, tiger grass and vitamin C among other ingredients. 

7. Shade-inclusive make-up ranges

The make-up industry saw an influx of shade-inclusive ranges this year as clients called for more diversity in collections. One brand leading the charge was Mii Cosmetics, with its 16-shade-strong Velvet Radiance Face Base foundation collection, which featured Afro-Caribbean and Vietnamese models in the campaign (pictured). 

Meanwhile, disability-friendly make-up also took centre stage as brands focused on being all inclusive. For example, Grace Beauty launched with a range of mascaras with different-shaped handles for those with mobility issues. 

8. Epigentic skincare

One of the beauty buzzwords of the year, epigenetics relates to the modification of gene expression in skin’s processes. In autumn, Dermalogica launched Phyto-Nature Firming Serum to help reinforce the skin’s defences by combining active botanicals with sapphire-bound biomimetic peptides to reduce exposome-driven ageing. 

QMS Medicosmetics also got in on the act with the launch of EpiGen Pollution Rescue Overnight Mask, designed to revitalise tired-looking skin as the wearer sleeps and boost its resistance to stressors. Botanical ingredients include extracts of paracress, marjoram leaf and tephrosia purpurea seed.

9. Fuller volume lashes

With the lash extensions sector going from strength to strength, 2019 saw the volume look undergo a transformation, allowing artists to create the most dramatic sets yet. At the head of the trend was Novalash’s London Volume technique, which the brand says is its most voluminous treatment to date, creating a bolder look using large fans made from thinner, lighter lashes in a variety of lengths.  

Meanwhile, Sweet Squared’s lash brand Lashus launched extensions into the market (pictured), offering a more dramatic full-volume style using a range of individual lashes and pre-made fans.

10. British made beauty tools

Following the popularity of Brit nail equipment brand Navy in 2018, more cool tool brands were launched this year by former or current salon owners who know what’s been missing from their kits. 

In autumn, Nail pro Katie Barnes launched the KB Form Tailoring Range including scissors, C-Curve pinching clips and nail foil supports; while back in summer, Angelica Retreat owner Gillian Potter created Flexi, a line of tools to retail to clients for them to maintain results of advanced facials. It includes a rose quartz roller (pictured), silicone cleansing brush, dermal-roller and more.

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