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Abandoned during the pandemic, make-up has regained some color in 2022, with the help of social networks, but it is no longer at the heart of our beauty routine. It is skin care, through the search for ingredients that respect the skin and the environment, which are unanimous today, for ever more natural beauty. Explanations.
The Covid-19 pandemic has considerably changed our beauty habits, but it is far from being the only one. Social networks, TikTok and Instagram in the lead, have quickly become real trendsetters, whether in terms of skincare or makeup. The fact remains that while users have a great time sharing ever more sophisticated techniques and beauty treatments, it is indeed skincare that is appealing on a daily basis. The goal? Have a flawless complexion so as not to have to multiply layers of make-up, and display natural “perfect” skin.
On TikTok, the hashtag #skincare is already at the origin of 138 billion views, testifying to the enthusiasm of the public, and in particular of the younger generations, for skin care. It is now a question of articulating your beauty routine around prevention, whether it is to put an end to imperfections, or protect your skin from pollution or the harmful effects of UV rays. Tailor-made treatments based on ever more effective and natural ingredients to keep skin fresh and radiant for a long time. The phenomenon is such that a host of personalities, from Brad Pitt to Kate Moss via Hailey Bieber and Kim Kardashian, launched their own skincare brand in 2022, between cosmetics and well-being, essentially based on the concept of beauty. holistic.
Skincare: smooth, plump skin
Wrinkles, blemishes, and sagging skin seem to be at the heart of consumer concerns around the world, regardless of their age. According to the very first Beauty Trends Report from the beauty platform LookFantastic*, salicylic acid is the most popular beauty ingredient of the year 2022. “Salicylic Acid penetrates deep into pores to unclog, unclog and reduce oil secretion, making it a great product for oily or acne-prone skin”, explains Aruj Javid, pharmacist for the cosmetics site. The ingredient is the source of 60,500 searches per month on average, and its hashtag is the subject of no less than 370 million views on TikTok.
And when they are not looking for a flawless complexion, consumers are turning to anti-aging ingredients of all kinds. The idea is to camouflage wrinkles, fine lines, and dark circles, but also to fight against sagging skin. The proof, collagen, necessary for firm and plump skin, ranks second among the most popular ingredients, again with more than 60,000 monthly searches on average, and nearly 2 billion views on the Chinese social network. This is followed by retinol (49,500 searches, 2.4 billion views), highly prized for its ability to reduce fine lines and exfoliate the skin, hyaluronic acid (49,500 searches, 760 million views), also popular as an anti-wrinkle, and vitamin C (49,500 searches, 2 billion views), the ally of acne-prone and dull skin.
TikTok: the social network where beauty tips “come to life”
Throughout the year, the Chinese social network has risen to the rank of new incubator for trends and beauty tips of all kinds, allowing users to express all their creativity. We don’t even count the techniques, innovative or as old as the world, which made their “appearance” on social media in 2022, starting with “brow lamination”, the most popular beauty trend of the year with no less of 49,500 monthly searches on average, and a hashtag viewed 1.5 billion times. It is a question here of having perfectly drawn eyebrows, and especially well provided, so as not to have to use makeup to fill them.
This beauty treatment is ahead of other equally original trends, such as microblading (49,500 searches, 2.9 billion views) which, again, is nothing but a treatment dedicated to the eyebrows, serums for eyelashes (12,100 searches, 530 million views) intended to accelerate their growth, and “soap brows” (12,100 searches, 350 million views), a technique supposed to fix the eyebrows. In general, we see that the most popular beauty techniques aim to reduce the time spent in the bathroom, just like the layers of make-up used to compensate for what we can perceive as ‘ defaults’.
But TikTok is not only a trendsetter… The Chinese social network can also pride itself on propelling cosmetics brands to the top. This is the case of Charlotte Tilbury who, if she did not wait for the TikTok era to find success, is at the top of the most popular brands on social media. No less than 450,000 monthly searches are associated with the brand in 2022, while its hashtag has been viewed 1.7 billion times. The same goes for The Ordinary, the most popular skincare brand of the year that many users have discovered on TikTok. According to the LookFantastic report, the brand is the source of 135,000 monthly searches on average, and its hashtag has generated no less than 2 billion views on the Chinese social network.
*To determine these 2022 beauty trends, LookFantastic used internal data and researched which products, tools and celebrities influenced 2022 beauty trends. From analyzing online skincare ingredient searches to analyzing demand for certain brands and certain products, the platform has deciphered the statistics and figures and highlighted the strong trends of the year.