"Go Beyond Beauty Standards"

Transcend "Beauty Standards" and Find Ways to Express How You See Yourself! Moving forward is not always a leap that propels us ahead. Sometimes what moves us forward is a step backward. The fashion world and beauty serve as an incubator and developmental phase for this retreat and leap. This withdrawal and return to the past is one of the important ways to discover ourselves. Returning to the moments and places in the past that brought us happiness can help us find this sense of self and peace. This peace and remembrance of the past becomes a powerful method for combating things around us that strain us and cause disappointment. For example, acquiring a retro makeup set or a kit made from scents of the past can act as a stress reliever. A return to the past is actually not merely an escape, but an inspiration and sanctuary toward our most authentic selves. An escape that increases motivation, allowing us to experience the peak emotions of fear and joy. Brands, going beyond mere packaging renewal, seek products and ideas that create change capable of bringing smiles back. The influences include Hollywood Glamour to Y2K, futuristic transformations that salute nostalgia and respect. Y2K nostalgia, polished by TikTok, partly refers to the evolution of nineties obsessions, pre-digital media and pre-pandemic periods. Through the use of decorations such as face stones, body stickers, glitter and temporary tattoos, our faces and bodies simultaneously serve as canvases for creative and aesthetic purposes. Meanwhile, voluminous hairstyles and large space buns represent new fashion for people who love and embrace their hair's natural structure. Hair products focusing on natural curls attempt to help consumers protect their hair texture and make its shape more pronounced. More options continue to enter the market, feeding the desires of consumers who love themselves and maintain their hair structures to return to natural forms and roots. Sometimes we look to our past for nostalgia, inspiration and happiness, but it is worth remembering that more environmentally conscious, sustainable and safe products were not built with yesterday's technology.

Makeup – No Longer a "Mask" to Hide Imperfections on Our Skin But Rather a Method of "Self-Expression"

Cosmetic products have become tools we use to create an artistic appearance rather than a method of hiding imperfections that create insecurity on our skin. According to today's new makeup artists, makeup is no longer a mask but products they use to reflect their personalities and talents. Furthermore, maximalist, expressive and gender-based beauty concepts are being articulated by social media beauty influencers, stating that cosmetics no longer mean "improving" users but have instead become tools synonymous with a painter's palette. We can observe the reality that makeup invites us to discover our creativity and invites others to discover this creativity as well. As consumers' desire for self-expression increases, we will encounter different style preferences with each passing day. We are far from the days when makeup was used as camouflage; now makeup has become an art form used to reflect the personality and style of the face and body.

Beauty Routines

In the journey to regain a sense of normalcy, daily routines not only nurture this desire but also offer us new ways to express ourselves. Is taking time to rest, relax and return to yourself only possible through routines like yoga classes and coffee breaks at the beginning and end of the day? Cosmetic brands use techniques from the past while employing various skin palettes and hair shapes to create something meaningful in our routines. An example of this can be found in a recent Korean cosmetic set. This kit recalls ancient times when natural resources were easily accessible for a skincare series. This kit rekindled in us the idea that skincare products could be used for external and internal purposes. Each step in the routine draws attention to a new product related to beauty needs, taking the consumer on a journey of relaxation, self-discovery and renewal.

Sustainability – Trends Encourage the Use of Newer, Innovative and Clean Ingredients Rather Than Old Content for a Better Future

Keeping pace with change, routines applied in the journey to normalization are now more than a mega trend for health and beauty – they are an official lifestyle choice for many cosmetic consumers. As we raise the bar for our health standards, we also want the same standards for personal care and beauty. Of course, we prefer products and brands that comply with these standards. This personal revolution being experienced is not limited to health and beauty but manifests itself in many different areas from food to fashion. The emergence of many lifestyle brands is proof of revolutions occurring in multiple areas. We must not forget that the increase in products addressing lifestyle also means the depletion of resources on the planet we inhabit. It was once thought that resources were unlimited, but we can now see that this is not the case. Consumers are now consciously selecting brands and ingredients that do not harm the planet. The "Clean Cosmetics" mindset is not only becoming more prevalent and evolving on the consumer side but also on the producer side with each passing day. Producers now make ingredient and packaging choices with clean cosmetics awareness when developing formulas.

When it comes to Sustainable Formulations, Water-Free Products Come to the Forefront

In new generation beauty products, brands are making their products stronger and more effective while working to reduce product waste. These efforts present a perspective beyond the zero plastic goal through solid shampoos, powder-form body cleansers focused on skincare and water-free vitamin C serums. Terms such as gender-neutral, vegan, clean and sustainable use were once synonymous with "expensive."   However, consumers from all segments can now access products with these concepts. The next step will be better access and education with clearer explanations to enable consumers to make the right choices. In today's digital world, social media appears to be a good platform for better access and explanation. The digital world is a 24/7 educational sales point that doubles as online storefronts.

Metaverse – Offering Convenience in the High-Tech Field

In a normalization journey, routines such as science and technology are connected with many aspects of beauty. Brands are now turning their direction toward the metaverse. Through this, they can be the first to launch their products in the digital space with developing technology. Since augmented and virtual reality are seen as extensions of existing social media and gaming platforms, they have become part of consumer entertainment. The metaverse offers the opportunity to show in a shared virtual space how to reimagine how real, physical products are created and tested. The personalization of formulas and services is developing into systems ranging from AR-enabled specialty cosmetics (namely virtual makeup try-ons) to digital dermatology services connecting users to doctors. Consumers are choosing services, applications and beauty brands that provide them digital access to a doctor for their skin. These services offer personalized skincare recommendations related to your hormones based on the stage your skin is in. Investing in a renewed YOU is the newest form of luxury today. Whether large or small, educated consumers want to use and explore products that make them happy. The products most preferred by consumers are those that help them embrace good feelings and reconnect with memories. Now is the time to formulate products that leave a lasting impression! As Univar Solutions, we aim to inspire new transformations with formulas that meet today's needs and desires. Check out our new formulas!   Sevinç Yazılıtaş Beauty and Personal Care – Technical Account Manager Univar Solutions