Global Beauty Trends 2018 – What’s the next big thing in beauty?

With the popularity of our ‘Global Beauty Trends 2017’ post, we thought it only right to update you on what the experts are predicting as THE next big beauty trends for 2018. We’ve seen the following beauty trends take the personal care industry by storm this year and will only get bigger over the next 10 months.
Good Bacteria

Skin microbial flora is one of the huge global beauty trends emerging this year, especially with respect to its effects on appearance and skin disorders. Current thinking links microbial disturbances in the microflora to acne, psoriasis and eczema. Supposedly washing your hands once can disturb the skin microbiome on the hands for up to 2-14 hours! Industry giants have not taken long to jump on the trend and probiotic and prebiotic brands have grown in number. Johnson and Johnson and La Roche-Posay have heavily invested in their own ranges, the majority of which emphasize the health benefits of Lactobacillus – the friendliest bacteria. MINTEL found that most products do not contain the bacteria itself, but by products of the fermentation process which are generated by incubating the bacterium with fruits and vegetables, producing a nutritious soup of amino acids, antioxidants, peptides, and lactic acid to moisturize, nourish and protect the skin.

Fermented products are thought to give the right environmental conditions for good microflora to flourish, rebalance the microbiome and return it to a healthy state.

Keep an eye out for this trend as more brands will be jumping on this over the next few years.


We are all familiar with the cycle – we have a breakout, use heavy duty, long wear concealer and foundation to cover the offending area, use harsher cleansers to remove this thick makeup, acne worsens, more makeup is applied… and so on! One way brands are tackling this is looking at claims such as ‘non-comedogenic’ on their formulations. According to MINTEL data, over 20% of skincare and colour cosmetic product releases in 2017 claimed to be non-comedogenic.

Generally non-comedogenic formulations will be oil free as the majority of oils are comedogenic, block pores and lead to spots. We were thrilled to test Oat Lipid e and discover our oat oil is not only non-comedogenic, studies showed it offers statistically-significant reduction in papules, blackheads and lesions (inflamed, non-inflamed and total number).

Oat Lipid e is therefore the perfect emollient and active oil for use in anti-acne products.

Active Beauty

You may have already heard about this new trend that is taking both the fashion and cosmetics industry by storm. As consumers become more aware of the benefits of regularly exercising the body as well as the brain, beauty brands including Clinique are capitalising on ways to help consumers in their quest for health and fitness. Going to the gym is now a regular occurrence for many global consumers, and beauty brands have already started innovating products that claim to have ‘sweat protection’ and that help to cool the skin post-exercise. Consumers are constantly striving to maintain healthy lifestyles and specially formulated beauty and skin care products can help meet their specific needs before, during and after exercise.

Brand Transparency

Consumers are also more aware of what ingredients within the products can break them out. Beauty blogger Caroline Hirons has been vocal in her criticism of the lack of information and transparency from brands regarding their product ingredient lists. The internet has changed the way consumers shop and a product ingredient list should be clear at the point of sale. Consumers are more knowledgeable than ever of what products they use and what is IN the product they use.

It has therefore never been so important for brands to be transparent with their INCI list. As Caroline so eloquently put it:

‘If you’re considering spending £105 on Sisley’s Black Rose Cream Mask but need to check if you’re allergic to the ingredients? Tough. Go to a store.’ 

Why frustrate consumers and potential deter sales? If you are a selling finished products online in 2018, this should be top of your agenda.

And there you have it! These are the global beauty trends that are set to be big throughout 2018 and beyond. Be sure to keep an eye out on the blog for more updates on beauty trends and more information on how oats are making formulations more effective, versatile and multi-functional!

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