Changing Face

Like an ever-evolving Pokémon, the beauty world is shifting all the time. Here’s the what you need to know.

- Lucy Bode

“Game has been thrown around a lot lately in the beauty scene. But there are instances where it definitely does apply – like with these trends that are shaking up the industry.

Celebs are making bank

From traditional celebs like Rihanna to Kylie Jenner to new wave social media ones like Huda Kattan, the list of celebrity beauty entrepreneurs continues to sky-rocket. From a business (and consumer) perspective, it totally makes sense. Not only do these stars spend most of their time in makeup chairs getting tips from the best in the business, they get to sample everything, so they know exactly what the market’s missing. They have an immediate fan base that’s likely to support their products, and the hard-to-get factor only bumps these buys higher up the lust list.

Small brands rule

Chances are, your mum’s bathroom shelf looks like a product counter for one brand – the Gen-Xers and baby boomers are loyal. But beauty junkies are now in favour of mixing and matching brands.