1. Authenticity
If anything good came out of 2020/21, it’s the new and improved beauty standards we’re finally beginning to see. Brands are championing diversity, inclusion and accessibility by expanding and adapting their product offerings, helping us stay true to our authentic selves and embracing what makes each of us special.
‘The industry is progressive. When we talk about inclusion and diversity, the industry has focused longer on trying to serve [customer] needs, from an assortment standpoint, [compared to] other industries,’ Monica Arnaudo, Chief Merchandising Officer at Ulta. ‘What is happening [trend-wise] does have a larger impact on the beauty landscape… The insights we’ve garnered and the trends for the last couple of years have shaped the beauty landscape and will continue to shape it. [Trend adoptions] are going to be even faster than we’ve seen in the past.’
