3 Big Beauty Trends (Bigger Than Yellow Blush & Pearl Hair)

Makeup fads can appear and disappear faster than you can say “yellow blush” but these larger trends are helping to reshape the beauty industry, and how young consumers view it…

If you spend time on social media, you have likely witnessed the rise and fall of many a beauty fad. In just the last month, we saw the quick ascent of Yellow Blush, which both mystified and enticed beauty fans, and a quickie fascination with Pearl Hair, the latest hair color hashtag trend. Our weekly Viral List frequently includes the latest makeup fad—from feather brows to meme eye art—many of which disappear as quickly as they arrived. At the same time, some of these beauty fads can stick (especially if there are larger reasons behind them) and create huge opportunities for brands. The unicorn trend started in the beauty world, when bloggers and other fans became obsessed with unicorn inspired brushes, products, and palettes. Today it’s still going strong, with Wet N Wild releasing a much-buzzed-about unicorn collection, and the unicorn/fantasy aesthetic stealing the show at the recent BeautyCon in NYC.

Other big Millennial beauty trends are fueling shifts in the industry as well. Take young consumers’ obsession with natural ingredients. While the U.S. beauty market overall grew 2% last year, the natural sector grew 7%, and is only gaining steam. Indie brands started the shift, but major outlets and drug stores are catching on, with everyone from Ulta to CVS stocking up on non-synthetic skincare. Consumers are willing to ante up three times the price for the products, making up in revenue what they lack in shelf life. Sure, Yellow Blush, Feather Brows, and Pearl Hair might not last forever, but some beauty/makeup trends are big enough to have a lasting impact—here are three we’ve got our eye on:

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The Newsfeed

“My generation feels entitled and is less willing to put in hard work to get the results they want.”—Female, 17, VA

CoverGirl is getting a marketing makeover to impress Millennials. The brand is changing up their slogan for the first time since 1997, with “Easy, Breezy, Beautiful Covergirl” getting traded for “I Am What I Make Up.” To go along with the new tagline, an inclusive lineup of new CoverGirls will debut the revamped brand—from 69-year-old Maye Musk to pro motorcycle rider Shelina Moreda. Finally, products will be taking on the Less is More trend with “sleeker, more minimal black and white packaging” and a logo to match—a familiar branding makeover move. (Racked)

Riverdale’s recent premiere pulled impressive ratings, especially among young adults—and the show may have Netflix to thank for it. The Archie-remake grew in popularity by 67% from last winter’s premiere and 140% with women under 35. But it gained the most ground with teens, jumping an impressive 467% from last winter’s premiere, making it the most popular show from The CW among teens since The Vampire Diaries in 2012. The show’s presence on Netflix during the off-season may have helped attract young viewers, allowing them to binge the series and get addicted on their time—The Binge Effect at work. (Vulture)

Essential oils are the latest wellness trend to gain traction, appealing to Millennials’ desire to ease anxiety. The most stressed generation to date is turning to little vials of “something between a perfume and a potion” to calm their minds and remedy simple sicknesses. Companies aren’t missing the opportunity to capitalize on the growing demand. Two major brands, Young Living and doTerra, “have more than three million customers apiece, and a billion dollars in annual sales.” (The New Yorker)

The majority of teachers say that life skills are more important to success today than academics. According to research out of the U.K., more than half of teachers believe so-called “’soft’ skills,” including perseverance, the ability to problem-solve, and communicate effectively are more important than “academic knowledge and technical skills.” Unfortunately, institutions often focus on test scores instead of “social and emotional learning, or character.” The good news is groups are pushing for change and “teaching ‘character’ is taking hold everywhere.” (Quartz)

Throw that “Me, Me, Me Generation” stereotype out the window, because Millennials are probably not any more narcissistic than previous generations. (Sorry, Time Magazine.) A report published in Psychological Science compared students from a ‘90s study with students in the 2000s and 2010s and found that today’s youth are “at best” equally as self-involved as young people of the past, and may actually be less narcissistic. The professor who led the study reports, “The kids are all right. There never was a narcissism epidemic, despite what has been claimed.” (Uproxx)

“My love of video games and knowledge of technology and streaming naturally eased me into the world of esports.”—Female, 23, FL

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