2023 has confirmed to be a yr of transformative magnificence traits. It appears magnificence influencers are going for extra demure appears to be like, swapping widespread black make-up merchandise for extra subdued brown hues. Manufacturers like Fenty, Glossier, and ILIA Magnificence have taken the highlight, catering to extra pure appears to be like which have captivated magnificence influencers and catapulted the recognition of those new magnificence traits.
All knowledge beneath compares Jan 2022 – Dec 2022 vs Jan 2023 – Dec 2023, so as to get a full year-over-year comparability.
6 Rising Magnificence Influencer Developments
Magnificence Influencer Development #1: Pores and skin Tint Basis
Light-weight and breathable whereas offering a extra pure look than generally seen with full-coverage foundations, pores and skin tint foundations have been one of many largest magnificence traits all through 2023. A few of the most talked about merchandise come from Fenty’s Eaze Drop Blurring Pores and skin Tint, Glossier’s Perfecting Pores and skin Tint, and Ilia’s Tremendous Serum Pores and skin Tint.
Content material mentioning pores and skin tint basis throughout all platforms, evaluating 2023 vs 2022:
- +43% mentions
- +43% engagements
- +133% video views
“The Clear Magnificence Class as a complete is on the rise as shoppers search for their merchandise to do extra. Not like some conventional foundations — the place the principle draw is sweet protection — pores and skin tints enable shoppers to realize any look whereas additionally doing extra for his or her pores and skin. Sure, they supply good protection, however additionally they typically embody skincare advantages and excessive worth components like SPF. Customers additionally love that pores and skin tints are versatile! Anybody can make the most of them of their routine, whether or not they’re a minimalist, or a maximalist, and so they work for folk of all ages and pores and skin varieties.” — Samantha Hofherr, Influencer and Partnerships Supervisor at ILIA Magnificence
Magnificence Influencer Development #2: Hair Oiling
Hair oiling is the farthest factor from a brand new magnificence observe, with the traditional Ayurvedic ritual having roots that date again to 1000’s of years in the past. Nonetheless, it has lately been trending throughout TikTok and the mainstream magnificence world due to magnificence influencers. The go-to manufacturers most talked about embody K18, Fable & Mane, Gisou, and Kerastase.
Content material mentioning hair oiling throughout all platforms, evaluating 2023 vs 2022:
- +26% mentions
- +197% engagements
- +160% video views
Magnificence Influencer Development #3: Brown Mascara
Leaning into the “off-duty”, too-cool-to-care magnificence appears to be like which can be trending heading into the autumn season, brown mascara is a much less intense and extra informal different to black mascara that has been surging in reputation amongst magnificence influencers. Regularly talked about manufacturers embody YSL, Too Faces, and Dior.
Content material mentioning brown mascara throughout all platforms, evaluating 2023 vs 2022:
- +278% mentions
- +362% engagements
- +420% video views
Magnificence Influencer Development #4: Hygiene Purchasing Hauls
Magnificence buying hauls have been a long-time widespread content material pattern throughout social media. Lately, a brand new variation has emerged – hygiene buying hauls – the place magnificence influencers go purchasing for self care necessities like physique care merchandise, multivitamins, and female care merchandise. Goal is the preferred location alternative with Walmart and Sephora additionally displaying up a number of instances in prime posts.
Content material mentioning hygiene buying throughout all platforms, evaluating 2023 vs 2022:
- +130% mentions
- +366% engagements
- +288% video views
Magnificence Influencer Development #5: Brown Lip Liner
Eye make-up isn’t the one space the place chocolate hues are trending, with brown lips changing into one of many largest magnificence traits seen at New York Style Week. Brown lip liner particularly has seen a surge in magnificence influencer chatter throughout social lately.
Content material mentioning brown lip liner throughout all platforms, evaluating 2023 vs 2022:
- +11% mentions
- +113% engagements
- +144% video views
Magnificence Influencer Development #6: Hailey Beiber and Latte Make-up
One of many largest magnificence traits of 2023, the latte make-up craze took off after Hailey Beiber first talked about the pattern in July, posting a brief video on TikTok and a picture carousel submit on Instagram. As magnificence influencers hopped on the brand new magnificence pattern, social exercise peaked shortly thereafter, and expectedly started to slowly drop within the following months to reasonable ranges. Nonetheless, in September there was a slight bump in exercise and social exercise has been steady since, indicating that maybe this pattern will stay for fairly a while.
Be taught extra in regards to the magnificence influencer traits and techniques that we noticed being utilized by a number of the prime magnificence manufacturers and sweetness influencers in our 2023 Magnificence State of Affect report.
