Cosmetic brands are prioritizing inclusivity in their offerings. Make-up is undergoing a revolution with several brands that celebrate non-gender-specific self-expression and use gender-neutral pronouns in their taglines. Skincare and make up brands are increasingly offering diverse ranges and packaging in stores and in marketing to represent various skin types and communities. Customer demand for sustainable beauty products will likely outweigh salient consumption. Ingredient transparency is the pillar of accountable sourcing and a key factor in the buying preferences of millennials. Sustainability is a popular marketing claim now more than ever, however there is still a long way to go. There is a huge need for companies to divulge details about clinically proven quantities of ingredients in a formulation. Several companies have proprietary blends and they often do not share details about ingredients used. Additionally, companies need to educate consumers that the majority of topical skincare products available are not as effective as they claim to be. A large portion of your skin health and appearance depends on what you eat. Consumers need to be given more expert-led nutritional education in order to break down the barrier to entry in the marketplace – notes Shilpa Tiku Chief Research Officer and Partner at Verify Markets. Sustainability and inclusivity will likely be key priorities for beauty brands in the near future
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