Getting With THE TIMES

The evolving landscape of the beauty industry has called for new and needed changes. With longevity and the environment in mind, we explore the trends that have reshaped and transformed the beauty world.

- Alisha Azuddin

Sephora Virtual Artist

Try Me

On With the popularity of digital marketplaces and purchasing products online, it came as no surprise that the beauty industry quickly followed suit to keep up with these demands. Beauty brands got smarter and more tech-savvy to meet the expectations of online buyers. This brought along the integration of technology like augmented reality and artificial intelligence into the beauty sphere. Take Sephora's Virtual Artist for example, which lets customers virtually try on thousands of shades of lipstick and eyeshadow through their smartphones or at kiosks in stores, making the online buying process easier than it already is. Meaning, you don’t even need to swatch or leave your house to find that perfect shade for you. It’s also the perfect tool to experiment with new colours and shades that you won’t typically reach for, so it eliminates the risk of a regretted and wasteful purchase. And nowadays, almost every major beauty brand has some sort of augmented reality attached to their digital platforms, making this kind of buying experience not just for luxury goods, but the mass market as well.

Foreo UFO Activated Masks

Clean Canvas

Farm-to-face, seed-to-skin—whichever you’d like to call it, there’s no denying the power of clean beauty. One of beauty’s biggest buzzwords of 2019 and now spilling into 2020, it's all about non-toxins and making sure your products are natural, vegan, SLS free, paraben-free and more. Moving away from just the basic balms and handmade scrubs, clean beauty brands are now levelling the playing field. With products now offering amazing colour pay-off and luxury product performance, why wouldn’t consumers want to opt for a cleaner option?