Anti-pollution and environment-friendly beauty products will line the shelves in 2020

• In the coming year, shoppers are looking to buy well-being oriented beauty products that can reduce stress and anxiety in addition to being 'all-natural'.
  
• Consumers are also more aware of the toll air pollution can take on their skin. Replacing the Sun's effects are the primary source of premature ageing.
  
• CBD, cannabidiol, or hemp also won't be seen as often as its consumer appeal as a beauty ingredient wanes.
  

A 'consumer green uprising' in the works more people will be in the market for well-being, holistic, natural and environmental products in 2020.

"A minimalistic approach to beauty, skincare, and haircare will emerge as a way for consumers to identify only the most essential products for their individual needs and avoid the use of excess products," says Lia Neophytou, a consumer analyst at GlobalData.

Anti-pollution won't just be seen as an added benefit but a prerequisite requirement in the coming year. The use of hemp in beauty products will also cool-down as, and most people will be looking for products that can be all-rounders — basically, one product which serves multiple purposes.

What is well-being in 2020?

It's not enough for beauty products to be 'all-natural' or 'chemical-free'. Well-being now also has to address emotional needs as consumers look to beauty products that reduce stress and anxiety.

"This will be an important focus for beauty players, since 74% of global consumers are concerned about stress and anxiety, while 76% are concerned about tiredness and fatigue, according to GlobalData's 2019 Q3 global consumer survey," explains Neophytou.

Beauty products that will 'soothe', 'relax' and 'calm' will be the highlight of the coming year.

"This trend is similar to the South Korean 'Skip Care' concept, where consumers focus on purchasing only the most essential skincare products for their needs. This drastically contrasts with the multi-step routines once popularized in South Korea," explains Neophytou.

As much as 81% of global consumers believe that living a less complicated lifestyle is important in creating a feeling of wellbeing or wellness, according to GlobalData's 2019 Q3 global consumer survey.

This means that businesses will be working towards personalising products further in order to meet individual demands.

Protection against pollution

As more people become aware of the rising air pollution, they are also increasingly concerned about the impact that it may have on their appearance.

While exposure to the Sun has long been in the spotlight as a reason for premature ageing, deteriorating air quality is the imminent concern — and will be the determining factor when choosing between beauty products.

"Subsequently, beauty brands will focus more intensely on tackling pollution exposure. For example, Oskia distributes a City Life Facial Mist said to fight environmental aggressors when spritzed on the skin. Similarly, Maybelline's Dream Urban Cover foundation provides both anti-pollution and SPF coverage," says Neophytou.

No more hemp

The hype around hemp is dying down. It's possible for it to pick up again in the future. But right now, only 37% of consumers find cannabidiol/CBD appealing as a beauty ingredient, according to GlobalData's 2019 Q3 global consumer survey.

"Instead, beauty players will incorporate this ingredient as an expansion upon their existing natural propositions, rather than to emphasize it as the star ingredient," says Neophytou.

So, a lot of beauty products will still have hemp — as an anti-inflammatory or antioxidant substance — but not in the spotlight.

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