Cosmetics Industry Trends and Marketing Techniques


From the very childhood, we are fascinated by the glitz and glam of the beauty industry. We watch our mothers and grandmothers apply makeup and experiment with new hairstyles. As we grow older, our fascination with the world of beauty only intensifies, with a seemingly endless array of products to explore. The wonderful world of beauty is where trends are always in flux, and marketing techniques are as varied as the colors in a rainbow. 

Are you curious about the latest developments in the beauty industry? It’s time to take a closer look at what’s shaking up the sphere now. We’ve done thorough research and are willing to present you with the top 3 cosmetics industry trends and the top 3 techniques of marketing in the beauty industry.

  • Let’s start with the trends.

Trend #1: Clean Beauty

The beauty industry is going back to basics with the clean beauty trend, which focuses on natural ingredients that are free of harsh chemicals. We’re talking about the ingredients like avocado oil, shea butter, and coconut oil, to name a few. This trend is a reflection of consumers’ growing awareness of what they put on their skin and their desire for products that are good for them and the environment. Nobody wants to put something on their face that could potentially harm them or the planet. Brands like Burt’s Bees and Tata Harper have made it their mission to create clean beauty products that are effective and safe for all skin types. 

Trend #2: The “No-Makeup Makeup” Look

We all love a good glam session, but sometimes, less is more. The “no-makeup makeup” look is all about creating a natural, subtle look that enhances our features without looking like we’ve spent hours in front of the mirror. 

One of the keys to achieving a no-makeup makeup look is to focus on skincare. Clear, hydrated skin is the foundation of any natural beauty look, so investing in a good skincare routine is essential. A gentle cleanser, a hydrating moisturizer, and a vitamin C serum can do wonders for your skin, giving you a radiant, dewy glow.

Trend #3: Augmented Reality (AR)

We all love a good makeup haul, but sometimes, it’s hard to know what will look good on us without trying it on first. That’s where AR comes in. AR allows customers to virtually try on products and see how they would look on them. This not only enhances the customer experience but also allows for more personalized recommendations. No more guessing, no more buyer’s remorse. 

And beauty brands are taking notice. Many have launched their own AR apps, providing customers with a virtual try-on experience, makeup tutorials, and personalized product recommendations. And one of the top providers of ready-made solutions for beauty brands looking to create their own virtual makeup try-on app is Banuba. Banuba’s TINT offers a seamless and personalized virtual try-on experience, helping beauty brands engage with their customers and increase their sales. Being highly customizable, it can be easily integrated into a beauty brand’s existing app or website. With its use of advanced AI and computer vision algorithms, the SDK accurately tracks facial movements and applies makeup in a realistic way.

All in all, AR technology is a game-changer in the beauty industry, providing customers with a fun and engaging way to try on products and find the perfect match for their unique features. Beauty brands that embrace this trend and utilize innovative solutions like Banuba’s TINT are sure to stand out from the crowd and gain a loyal following of satisfied customers.

  • And now let’s move to marketing techniques.

Marketing Technique #1: Social Media

In today’s digital age, social media has revolutionized the way beauty brands interact with their customers. With platforms such as Instagram, TikTok, and YouTube, these brands have found an effective way to showcase their products and engage with their target audience. The visual nature of social media allows for the creation of visually stunning content that can capture the attention of millions of users worldwide.

Moreover, beauty brands can leverage the power of social media to establish their brand identity, build brand loyalty, and drive sales. Through the use of social media analytics, these brands can monitor customer feedback, measure their reach, and adjust their marketing strategies accordingly.

Marketing Technique #2: Influencer Collaborations

This technique is closely related to the 1st one, as social media has given birth to a new era of celebrity — the influencer. By partnering with influencers, beauty brands can tap into a wider audience and increase brand awareness in a more authentic way. When an influencer shares their experience with a product, their followers are more likely to trust their opinion and consider trying out the product for themselves.

Some of the biggest beauty brands like Kylie Cosmetics and Tatcha have already seen the benefits of influencer collaborations, creating buzz around their products and reaching a wider audience. It’s a mutually beneficial relationship where the brand gains exposure and the influencer gains recognition and partnerships with top brands.

Marketing Technique #3: Personalized Recommendations

One-size-fits-all solutions are definitely a thing of the past. Today’s consumers want products tailored to their unique needs and preferences. You can’t just toss a foundation labeled “one shade fits all” into the market and hope people swarm to it like bees to honey. That’s why brands like Clinique and Dermalogica are getting personal with their customers by offering personalized skincare consultations and product recommendations.

Finally, everyone wants to feel like a VIP. When a brand truly gets a customer’s vibe, they’re basically soulmates. And just like any good love story, it’s more likely to have a happy ending with repeat visits.

Written by Megan Taylor
Megan is a beauty expert who is passionate about all things makeup and glam! Her love for makeup has brought her to become a beauty pro at Glamour Garden Cosmetics.