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Beauty eCommerce Trends That Will Define the Industry in 2022

Every sector was forced to adapt when the global climate shifted to a new normal, especially in the second quarter of 2020. The beauty industry is no exception.

For years, everyone knows that big brands have dominated the sector. But in 2020, consumers began to appreciate direct-to-consumer (D2C) brands that are also available online for a seamless and safe shopping experience ever.

In 2021, consumers expect personalization whenever they interact with brands. A 2018 research revealed that people prefer beauty products with personalized experiences. Famous examples are the 3D printed face mask of Neutrogena and a wearable sensor from La Roche Posay.

Now, what are the beauty eCommerce trends in 2022?

Inclusivity will Remain Indispensable

It is hard to admit, but beauty products were mostly developed and marketed to the white before. But things changed today as beauty brands have begun to provide something for all. A recent Nielsen survey indicated that the American beauty sector started to reflect diversity. The variety of colors of foundation, in particular, has grown. According to the recent Global Cosmetic Industry data, the sales of multicultural beauty products have been skyrocketing compared to the conventional market. Also, the number of companies that embrace inclusivity is estimated to increase in 2022 and beyond.

Read more: Best Tips to Drive Sales for Supplement Retailers In 2022


Skincare products with personalized experiences are a trend this 2021. Experts believe it will continue next year.

An online survey conducted by Epsilon found that cosmetic brands with individualized services can catch the market’s attention more than the companies that do not have.

Over 80% of participants said that they are more likely to work with a brand that provides something customized. With every customer’s desire for connection and personalization with cosmetic companies, it marked the beginning of hyper-personalization. It is a way to allow consumers to make fast, informed buying decisions according to their preferences, helping the brand to stand apart from the competition. When done right, it can play a critical role in achieving repeated sales and brand loyalty.

Beauty Subscription Services Will Still Be a Priority 

Who says beauty subscription services are a trend of the past? What started in 2010, the industry will still flourish in the years to come.

A current Royal Mail report revealed that the value of the market would reach up to 72% by 2022. Another survey conducted by First Insight showed that approximately 25% of consumers in the US currently receive beauty subscription services. Around 32% of participants have plans to try the services within the next six months.

According to Shingetsu Research, women would dominate the market by 2027 because of the quick increase of the working population.

Consumers Prefer Natural and Clean Products

Everyone, men and women, prefers safe, quality, and effective beauty products. Here’s the thing. Some companies use unsafe chemicals, which can put consumers in danger. Phthalates, a common material in plastics, are incorporated into personal care or cosmetic products, including lotions, hair spray, or nail polish. But it is sad to know that manufacturers do not include these phthalates in their ingredient list. This is the reason people switch to natural and clean products. It is no surprise the sales of brands that claim to be natural and parabens-free increased by 12%.

With the variety of options on the market, it is confusing to find the one that reaches your specific needs without compromising your safety and satisfaction. The trick is to rely on a company with a credible reputation. Although it may cost you an arm or a leg, you can be sure that the product has a great value.

Big Data Will Also Play A Role in Product Development

Big data has taken the world by storm. From banking, media/entertainment, education, government, insurance, healthcare provider, retail to the beauty eCommerce industry, big data is incorporated into their operation.

In the beauty eCommerce sector, for example, big data is employed to help companies create, develop, and improve new products while considering their market’s unique requirements and goals. Product development might sound very straightforward. But when clients are taken into account, the process will be trickier and more challenging. This is where big data can come to your rescue, and nothing can beat the services of a certified and experienced professional.

Shopping At Home Will Still Be a Top Practice

During the second quarter of 2020, when Covid-19 began to spread, strict lockdown regulations were implemented, and people could not go out freely. But everything became more available online. Aside from binge-watching the latest movies, shopping is also added to the list, and its end is far from reality, according to experts. On the other hand, the beauty industry takes it to another level, in which it brings AI, realistic filters to online shopping. The Perfect Corp is one of the popular names that made this possible. It has integrated the YouCam Makeup AR virtual technology into Tmall Alibaba and Taobao shopping experiences in partnership with Alibaba. While customers can shop the products they like in a different way, it helped Alibaba increase its conversion rate by approximately 4%.

The Production of Hand-Care Products Will Increase 

It’s almost two years since the pandemic started. But the production of hand-care products is expected to thrive in 2022 and beyond.

While the countless choices can be an advantage, they can give people a headache, literally. The secret here is to look for options that feature aromatherapy, skin smoothing, or hydrating ingredients. Stunning packaging is also a bonus.