Top 10 Beauty Trends of 2020 and Beyond

Aggie Burnett
5 min readOct 13, 2020

While the last decade brought us beauty trends like CBD-infused cosmetics, 7-step skincare regimens, and product customization, the spirit of beauty in 2020 is more inclusive and full of functional benefits.

What’s more, as we look forward to a post-pandemic beauty industry, the line between wellness and beauty is disintegrating even further. We’re finding more and more beauty brands featuring their fair share of holistic benefits that consumers can benefit from as they put an emphasis on whole-body wellbeing.

10 Upcoming Beauty Trends and Innovations to Keep on Your Radar in 2020 and Beyond

1. Ingestibles — The Prevention Beauty Trend

With prevention being priority number one during the post-pandemic and pro-aging world, it’s no wonder why ingestibles is a beauty trend that’s increasing in popularity with no intention of slowing down anytime soon. Consumers are seeing ingestible beauty as a form of prevention and a complement to their topical beauty routines.

The fact that a majority of all health concerns starts with the gut, from acne flare-ups to chronic inflammation to hair loss (which was once common knowledge 2,000 years ago in Ancient Greece) is causing a rise in gut-targeted beauty products like RMS Beauty’s Beauty Within digestive enzyme supplements and Love Wellness’s skin-enhancing Good to Glow capsules. As consumers are starting to understand the role that gut health plays in their hair, skin, nails, and even their moods, they’re turning to the replenishing formulas of ingestible beauty products to fortify their gut microbiomes and consequently enhance their natural features from the inside out.

According to GE Capital Retail Bank, over 81% of retail shoppers conduct online research before they decide what they want to buy. Consumers are now self-prescribing beauty-enhancing powders, pills, and even teas that target their aesthetic objectives, from glossy hair to glowing skin. Ingestibles is a beauty trend that’s seen as a safer and more affordable alternative to enhance their physical appearance than invasive procedures.

Action Step: If offering ingestibles is a product idea that would align with your brand’s existing products, one action step to consider is offering a powder supplement infused with adaptogens and digestive enzymes for a specific purpose that can be sold in a bundle. For example, skincare brands can consider offering a skin-enhancing vitamin blend that can be offered in a comprehensive skin routine kit. Haircare brands can consider ingestibles to reduce hair loss.

2. Functional Fragrances — Where Wellness Meets Scent

As consumers turn towards holistic remedies, fragrance is no different. Mindful shoppers are looking for functional fragrances that boost energy, create a sense of calm, or make them feel more centered.

Buying perfumes as a signature scent is no longer enough for consumers. Shoppers are looking at natural and sustainably-sourced ingredients in their fragrances, ones that give extra benefits to the wearer beyond just smelling pretty or sexy. According to a 2011 study, certain scents are verifiably able to lower stress levels and effectively elevate our mood.

Functional fragrances is all about using natural ingredients to improve our wellbeing, whether it’s by energizing, increasing happiness, or creating a sense of calm. Fragrance brand, Heretic. uses “plant power” to offer therapeutic benefits rooted in ancient ayurvedic traditions. Their perfumes are 100% natural, derived from plants and flowers to offer healing and functional effects to their consumers.

Consumers are looking for fragrances to enhance their emotional states. Fragrance brands like Veronique Gabai empower their customers with sustainable and natural scents that positively impact their wellbeing. The founder Veronique shares “When you experience the scent, you can feel and see nature. It gives strength in the midst of chaos.”

With functional fragrances on the rise, your next perfume may be used to help you perform better, alleviate anxiety, or boost your mood. The Nue Co recently launched a unisex fragrance with anti-stress benefits. As the brand’s founder Jules Miller shared with Cosmetics Business, “fragrance is increasingly being linked with health and wellbeing benefits. Certain scents can elicit certain reactions with the body, both physically and psychologically.”

Action Step: If you’re a fragrance formulator, consider incorporating ingredients like jasmine, ylang-ylang, or tuberose, all of which are linked to promoting a sense of calmness and tranquility.

3. DIY — The Quarantine Beauty Trend

With all that’s happened, people are understandably hesitant about going out and being in close proximity to others. Instead of scheduling their regular appointments with their estheticians, they’re increasingly turning to at home, social-distancing-approved DIY alternatives to hair salons, lash extensions, facials, and even hair removal. One hair-removal brand Wakse, has seen a 1,100% spike in sales, selling a product every 3 minutes. To adapt to the challenges, many beauty professionals like Joleen Emory are now offering new services like virtual makeup consultations and DIY beauty group workshops online.

Rather than getting skin treatments done, many consumers, including celebrities like Miranda Kerr and Jennifer Aniston, have been turning to DIY facial lifting treatments like NuFACE.

At-home hair coloring is another DIY trend that’s gained popularity. As Refinery29 mentioned, “backyard blonde,” or using old-school methods like lemon to naturally lighten your hair while sitting under the sun, is the new summer 2020 beauty trend. Hair dye brands like DpHue and Madison Reed have also seen a 115% increase in sales over the year.

DIY beauty isn’t slowing down anytime soon. As consumers have opened their eyes to the fact that they can save money throughout these tough moments in our economy by doing things themselves at home, this is a beauty trend that will continue to be popular for the foreseeable future.

Action Step: Launch a product that can help at home self-care. For example, haircare brands can focus on selling at-home “salon quality” hair-repairing treatments. Makeup brands may want to consider hiring makeup artists to offer 15-minute consultations. If online consultations are something you’re thinking about implementing in your DTC brand, click here to read more in-depth about this strategy and more.

To read about the remaining 4 beauty trends you’ll want to consider for 2020 and beyond, hop on over to our ABC blog here. You won’t want to miss these trends when planning your next beauty product or brand launch.



Aggie Burnett

Marketing and PR strategist for wellness and beauty brands.