OPINION 13


What is next? Forecasting the future of beauty


 Richard Scott – Editor, Personal Care


Forecasting trends is an inexact science, and the further ahead you try to forecast, the more inexact it becomes. But there is still a great deal of value to be gained from following current trends logically through either to their conclusion or to the evolution of new trends. And while it might not be possible to state that ‘X’ trend will be surging in North America in three years’ time, the movement of broader megatrends is easier to predict. As we approach the end of this decade, it is natural to look back on how our industry changed over the previous 10 years and what might be in store for the 2020s. The 2010s saw continued development of the naturals megatrend, along with a growth in the influence of social media. After the fake tans of the 2000s, this decade saw a more natural look and anti-ageing transformed into ‘well ageing’.


So, what will become of the new ‘roaring April 2019


20s’? Personal Care has sought expert opinions from some of the leading consultants, chemists and market analysts operating in the personal care industry to find out how they see the landscape transforming in the next decade.


The view from the industry Dr Barbara Brockway – Director, Applied DNA Sciences


Barbara has a PhD in Biochemistry and lectured at Reading University before joining The Body Shop in 1993. Since then she has worked at Huntsman and IMCD before her current role at


Applied DNA Sciences, a company that aims to protect the supply chain integrity


via DNA-based security. Disruptive innovations from the new biologies and the digital world, are already stealthily changing the beauty landscape, and over the next 10 years we will see them taking a real hold. Driven by increasing sensitivity to environmental damage, the new biologies will become sources of alternatives to non-biodegradable plastics, of unsustainable cosmetic materials and for new ‘natural’ cosmetic actives. Biochemical rapid sequencing methods have already revealed the individuality, complexity and importance of the microbiome. The race is now on to develop products to nurture and harness the potential of this essential, invisible shield for beauty, health and wellness.


In the next 10 years we will see these same rapid sequencing methods replacing traditional micro challenge tests and so helping researchers solve the preservative crisis, to understand more about skin


PERSONAL CARE EUROPE


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