2023 has confirmed to be a yr of transformative magnificence developments. It appears magnificence influencers are going for extra demure appears to be like, swapping in style black make-up merchandise for extra subdued brown hues. Manufacturers like Fenty, Glossier, and ILIA Magnificence have taken the highlight, catering to extra pure appears to be like which have captivated magnificence influencers and catapulted the recognition of those new magnificence developments.
All knowledge beneath compares Jan 2022 – Dec 2022 vs Jan 2023 – Dec 2023, so as to get a full year-over-year comparability.
6 Rising Magnificence Influencer Tendencies
Magnificence Influencer Development #1: Pores and skin tint basis
Light-weight and breathable whereas offering a extra pure look than generally seen with full-coverage foundations, pores and skin tint foundations have been one of many largest magnificence developments all through 2023. Among the most talked about merchandise come from Fenty’s Eaze Drop Blurring Pores and skin Tint, Glossier’s Perfecting Pores and skin Tint, and Ilia’s Tremendous Serum Pores and skin Tint.
Content material mentioning pores and skin tint basis throughout all platforms, evaluating 2023 vs 2022:
- +43% mentions
- +43% engagements
- +133% video views
“The Clear Magnificence Class as an entire is on the rise as shoppers search for their merchandise to do extra. In contrast to some conventional foundations — the place the principle draw is sweet protection — pores and skin tints enable shoppers to attain any look whereas additionally doing extra for his or her pores and skin. Sure, they supply good protection, however additionally they typically embody skincare advantages and excessive worth substances like SPF. Shoppers additionally love that pores and skin tints are versatile! Anybody can make the most of them of their routine, whether or not they’re a minimalist, or a maximalist, and so they work for people of all ages and pores and skin sorts.” — Samantha Hofherr, Influencer and Partnerships Supervisor at ILIA Magnificence
Magnificence Influencer Development #2: Hair oiling
Hair oiling is the farthest factor from a brand new magnificence observe, with the traditional Ayurvedic ritual having roots that date again to hundreds of years in the past. Nevertheless, it has just lately been trending throughout TikTok and the mainstream magnificence world because of magnificence influencers. The go-to manufacturers most talked about embody K18, Fable & Mane, Gisou, and Kerastase.
Content material mentioning hair oiling throughout all platforms, evaluating 2023 vs 2022:
- +26% mentions
- +197% engagements
- +160% video views
Magnificence Influencer Development #3: Brown mascara
Leaning into the “off-duty”, too-cool-to-care magnificence appears to be like which can be trending heading into the autumn season, brown mascara is a much less intense and extra informal different to black mascara that has been surging in reputation amongst magnificence influencers. Incessantly talked about manufacturers embody YSL, Too Faces, and Dior.
Content material mentioning brown mascara throughout all platforms, evaluating 2023 vs 2022:
- +278% mentions
- +362% engagements
- +420% video views
Magnificence Influencer Development #4: Hygiene buying hauls
Magnificence buying hauls have been a long-time in style content material development throughout social media. Lately, a brand new variation has emerged – hygiene buying hauls – the place magnificence influencers go purchasing for self care necessities like physique care merchandise, multivitamins, and female care merchandise. Goal is the most well-liked location selection with Walmart and Sephora additionally displaying up a number of occasions in prime posts.
Content material mentioning hygiene buying throughout all platforms, evaluating 2023 vs 2022:
- +130% mentions
- +366% engagements
- +288% video views
Magnificence Influencer Development #5: Brown lip liner
Eye make-up isn’t the one space the place chocolate hues are trending, with brown lips turning into one of many largest magnificence developments seen at New York Trend Week. Brown lip liner particularly has seen a surge in magnificence influencer chatter throughout social just lately.
Content material mentioning brown lip liner throughout all platforms, evaluating 2023 vs 2022:
- +11% mentions
- +113% engagements
- +144% video views
Magnificence Influencer Development #6: Hailey Beiber and latte make-up
One of many largest magnificence developments of 2023, the latte make-up craze took off after Hailey Beiber first talked about the development in July, posting a brief video on TikTok and a picture carousel publish on Instagram. As magnificence influencers hopped on the brand new magnificence development, social exercise peaked shortly thereafter, and expectedly started to slowly drop within the following months to reasonable ranges. Nevertheless, in September there was a slight bump in exercise and social exercise has been secure since, indicating that maybe this development will stay for fairly a while.
Be taught extra concerning the magnificence influencer developments and techniques that we noticed being utilized by a number of the prime magnificence manufacturers and sweetness influencers in our 2023 Magnificence State of Affect report.
