The best part of the beauty industry is that there is always room for some kind of innovation and improvement. Whether it is in terms of the definition of beauty itself or the formulas, techniques, shades, and tones, even a new way of looking at the so-called ‘rules’ of wearing make-up, we often find ourselves thinking about where the industry is headed in the future.
As we move on towards the second month of the year, we turned to the founders and creative heads of beauty brands to chat about what they’d like to see happening in the beauty space this year.
Shamika Haldipurkar, founder of d’you
On the how her definition of beauty has changed… “The more I learned about skin physiology and the biology of its mechanism, the lesser I felt the need to rely on beauty products. I’ve learned to appreciate what my skin can do on its own, without relying too much on beauty products. This changed my definition of beauty from it being an indulgence to simply being functional.”
On how the beauty industry changed over the last few years… “It has become more accessible to the masses and is catering to consumers of all demographics, sizes, and appetites. This year, I think we’ll see a minimalistic approach to beauty with lots of multipurpose products taking the lead in make-up as well as skincare.”
On changes she wishes to see in the beauty space in 2022… “I want the beauty industry to change their marketing ways. Gimmicky and fear-based marketing should be done away with because today’s smart consumers deserve more ethical and refined tactics to reach them, and brands should get up to speed with this.”
Rameshwari Seth, co-founder, Neemli Naturals
On how her definition of beauty has changed… “Gone are the days of putting ‘beauty’ in a box! With such a large spectrum of people from different backgrounds co-existing, beauty is truly beyond boundaries and can be found irrespective of physical attributes.”
On how the beauty industry changed over the last few years… “We’ve seen a growing interest in cruelty-free ingredients and label transparency–customers in India have now started valuing these aspects in skincare. In 2022, I expect the beauty industry to move towards better and more sustainable practices and products. We will see more inclusivity and gender neutrality in terms of the way products are marketed and advertised. I think tech-enabled personalisation through customer interaction like online quizzes and AI algorithms will also be important tools this year.”
On changes she wishes to see in the beauty space in 2022… “More label transparency and less misinformation. Unregulated ingredients and formulas can be potentially harmful and are often disguised or not mentioned on labels. Consumers need to understand that everything produced in a lab isn’t bad and that some of these ingredients are not just effective but also a more sustainable option. It would be refreshing to see more meaningful collaborations that create real impact. For example, brands working directly with farmers to encourage regenerative farming or adopting a minimal to zero waste production process where they use ingredients like coffee grounds to create new formulas.”
Loveena Sirohi, co-founder and director, India Hemp Organics
On how her definition of beauty has changed… “For me, it has transitioned into taking the holistic route to my health. Looking after my well-being and mental health and aiming to be healthier and happier instead of trying to conform to what the idea of an ‘ideal body or skin’ is what beauty truly means.”
On how the beauty industry changed over the last few years… “There is a growing concern among consumers about what they eat, wear and apply on their skin. They’re looking for brands that empower them and products that are less harmful to their bodies as well as the environment. This is where cannabis skincare comes into play as it is 100 per cent natural and there is scientific proof that the plant can help manage a variety of skin concerns including eczema, acne, and psoriasis. I am also seeing a rise in medical influencers like dermats and health experts who are thankfully nipping misinformation in the bud and guiding people in the right direction.”
On changes she wishes to see in the beauty space in 2022… “More honest and ethical products that are also sustainable. Making the beauty space more eco-friendly should be a top priority as the toxic waste and plastic generated from this industry creates a huge harmful impact on the environment. There will be a surge in personalised beauty as people are now realising that the one-size-fits-all beauty approach isn’t working for them.”
