What to Expect in 2020: Treatments, Ingredients and Makeup


Social Standards has released its “2020 Beauty Trends” report, in which the consumer analytics platform “unlocked insights into every brand, product and trend consumers talk about on social media.”

The report focuses on the three areas in the beauty and personal care industry that received the most buzz on social media: treatments, ingredients and makeup trends.


According to the report, consumer interest in skin care treatments and semi-permanent makeup is up, which is reflected in the fastest-growing services, products and brands in beauty.

Top treatments included:

  • Eyelash lift
  • Microneedling
  • Lip fillers
  • Dermaplaning
  • Eyebrow tinting
  • Dermabrasion
  • Skin peels
  • Facelift

Ingredients and Products

According to Social Standards, less is more when it comes to 2020 beauty consumers. The report stated that along with semi-permanent treatments, consumers are buzzing about streamlined routines and multifunctional ingredients.

Buzzed-about ingredients included:

  • Hyaluronic acid
  • Silicone
  • Peptides
  • Ceramide
  • Enzyme

Top products included:

  • Clay masks
  • Sheet masks
  • Serum
  • Eyebrow pen/pencil
  • Eyebrow wax
  • Lash strips
  • Adhesive lashes

Makeup Trends

Social Standards stated that after years of intricate and vibrant makeup looks, consumers are ready to simplify.

Sought-after makeup looks included:

  • Festival makeup
  • Holographic makeup
  • Spotlight eye
  • Winged eyeliner
  • Dazzle makeup looks
  • Prismatic makeup looks

Must-have hues included:

  • Indigo
  • Kohl
  • Navy Blue

Noteworthy declines included:

  • Rose gold (-32%)
  • Taupe (-20%)
  • Champagne (-14%)
  • Teal (-9%)
  • Turquoise (-8%)

Key Takeaways from Social Standards

  • Treatments are likely to be huge in 2020.
  • Brands should create offerings that pair well with semi-permanent treatments—a cleanser that’s less damaging to lash extensions or soothing brow gel designed for use after microblading.
  • Consumers are using fewer products, but they are willing to pay more for those they do use.

 For the full report, please visit www.socialstandards.com.

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