Personal Care Trends of 2022

28 Mar 2023 - anon

“To love oneself is the beginning of a lifelong romance.” - Oscar Wilde

At the end of 2021, Pinterest, the giant image-sharing service, released its report predicting what the most significant beauty trends of 2022 would be. Now as we approach the close of 2022, it’s clear that 80% of their predictions have come true.

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Due to the pandemic, the buying power (and thus habits) of consumers changed drastically with people discerningly willing to spend on quality over quantity. With a lot of people working remotely, there were fewer chances of impulse buying off the street. This meant that brands had to focus most of their efforts on social media in order to pull in the same numbers.

Here are some of the main trends that we have seen this year:

1. Less is more

During the pandemic, many people lost their jobs or had their wages diminished. They also had a lot of time on their hands and very little control over their lives, so it made sense that consumers turned to the aspects of their lives that they could do something about. This is where we saw the skincare trend booming complete with 10-step routines that required a different product for each step, twice a day.

It didn’t last very long because reduced disposable income meant that people couldn’t afford to maintain that routine long-term. Therefore it was no surprise when quick and easy makeup routines started popping up with content creators creating around skin-malism.

2. A focus on expertise

The average consumer is more interested in the product manufacturing process now than ever before. They’re no longer willing to take the brand’s word for it because they’re invested in the products they use reflecting the lives they lead.

Consumers have been doing their own research on scientific ingredients in the products they use and natural products that they like. 2022 has seen consumers show that they would rather buy products manufactured sustainably despite having limited finances.

3. Bigger and bolder are better

In a bid to express themselves more freely and authentically, 2022 has seen people experiment with bolder makeup styles and colors, and more creative ways of wearing traditional makeup. They have also experimented with rhinestones as part of a way to elevate their look. For many, exploring their creativity was a cathartic experience after the gloom and doom of the pandemic.

This also showed itself in other areas of personal care such as nail art with nails becoming less of an afterthought and more of a day-to-day accessory.

4. Inclusivity

With the rise of the natural hair trend and the call for a broader range of shades, we have seen big brands strive to expand their product line in order to cater to people of different hair textures and skin colors.

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But perhaps the biggest show of inclusivity in recent years has come from Fenty Beauty with its wide range of products that cater to particularly marginalized consumers and therefore challenging big brands to do the same.

5. Personal care is self-care

Consumers this year have really embraced the concept of taking care of the inside being just as important as taking care of the outside. Many have expressed that having a regular skincare or beauty routine enables them to control their stress and/or anxiety.

Others have expressed that despite spending a lot of money on looking good, it does nothing for their esteem and self-image if they’re still harboring the same insecurities. This is reflected in the care that the average consumer has been taking in selecting products that are not only good for their skin, hair, etc. but also amplify their identity.

If your brand hasn’t been paying attention to personal care trends on social media, perhaps now is the time to start. Trends indicate where consumers will go next and what is important to them. It could provide an opportunity for growth and expansion for your brand.

What has been your favorite personal care trend of 2022?