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BEAUTY TREND STORYTELLING

explore forecast reports

what we do

Established and future trends are a powerful driving force. Steering the beauty conversation and reflecting consumer needs. Pretty Analytics focuses on telling the trend stories that are changing and driving the industry forward. Exploring how other industries influence the beauty climate and investigating emerging concepts and where ideas link together. 

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Quarterly Trend Reports

Macro + Emerging  Trend Reports

Data Analytics through Natural Language Processing

Qualitative Data Analysis

{NLP + Industry Research} 

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Visualised Data + Trend Maps

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Explore White Space, Early Adopters, Innovation + Emerging Trends

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A Slice Of Pretty Analytics: Stories To Your Inbox

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EMERGING HAIR CARE TRENDS TO STAY AHEAD OF THE CURVE BEYOND 2022

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A unique algorithm designed to analyse beauty trend information powers the starting point of our forecast exploration.

Bespoke in-house software monitors qualitative data across a variety of platforms from video to social media and blog content. It processes natural language into numbers and statistics. Data sets are valuable in this growing digital age but it doesn't define the future beauty conversation. Instead, we use it as fuel to power the content we provide.

Why process natural language?

Creating quantitative data from language allows us to spot newly emerging trends and study changes in consumer focus, social media and how other industries affect beauty. 

Sales data and existing popularity metrics tell a story after the fact. They’re important for tracking established ideas but don’t have the context to look to the future. Our trend reports discuss:

  • “the story so far…”,

  • “what’s next?”

  • "why is this shift occurring?"

  • "how this could affect the future?"

  • "where should brands be directing their strategies?"

Trend reports cover:

  • Skincare, Hair, Colour Cosmetics, Fragrance and Retail

  • Premium and mass market

  • Global beauty trends and location focused innovation and insight

  • Global shifts and emerging trends

  • Macro, micro and niche focus

  • White space and exploring future concepts 

  • Highlights of the brands and products championing trends

  • Showcasing early adopters and innovators

  • Indie and beauty startup features

#TrendStories On Instagram

TREND NOTES: Increasingly, we’re seeing brands choose lightweight, water-gel textures to formulate their skincare creating dewy, plump & hydrated skin. From the high street (think Neutrogena’s Hydroboost Water Gel Moisturiser and No7’s new HydraLuminous range) to Kiehl’s new Calendula Serum-Infused Water Cream it boasts luxury textures across price points.
Interesting article in the FT by @floramjohnston about the bricks and mortar retail evolution aka the rise of the pop-up. Thank you @kniveton for pointing this piece out! (You can read online also). ▪︎▪︎▪︎ Brands are bringing together the boutique feel of a pop-up space with exclusivity (off the back of drop model success) and now growing towards a focus on experience. As talked about in our 2017 Look Ahead report, the future of retail will focus on immersive spaces, slower retail, customer psychology and bridge the gap between online and offline. #popupshop #retailtrends #immersiveretail
LOOK AHEAD: Body care is the sector to watch as it branches out into tailored formulations highlighting effective ingredients (and consistencies like serums, lightweight oils) we usually invest in for our face. In the same way we’ve seen the granularity of skincare reflect into haircare (think scalp serums, massage, superfood shampoos) we’re seeing it happen with body. ▪︎▪︎▪︎ On trend examples: Ameliorate has become an industry favourite with key ingredient lactic acid to transform dry skin and those affected by Keratosis Pilaris. Recently, Pixi Beauty cleverly extended their bestselling Glow Tonic into a range of body products. A body lotion, wash and body peel all starring glycolic acid. The Chemistry Brand's RETIN-OIL dry body oil utilises trending retinoids and retinol alongside nourishing oils and deep-sea red algae to reduce scarring, stretch marks, cellulite etc.
TREND NOTES: Presenting some of the skin textures trending for 2019 based on digital content captured in Q1. Creative language choices are fuelling a trend of “skin textures”. Creating powerful labels such as “glass skin” can reflect imagery - communicating to the consumer an idea of the texture and skin finish of a product. Swipe ⬅️ to view data. #glassskin #yogaskin #2019trends #beautytrends #texturetuesday #skintexture #datastorytelling
According to Google Trends there’s a steady increase in global YouTube searches related to jade rolling over the last 12 months. For example, there has been a 70% increase in people searching for how to use a jade roller on their face. There is a growing focus on facial massage in the home and the positive effects it can have from a relaxing self-care perspective to their abilities to tone and de-puff. A 200% increase in searches for “self massage for glowing skin” over the last year. Beyond facial jade rolling and gua sha are the next-gen at-home skin tools. @eskerbeauty recently launched a jade roller for your body (Allover Roller) - following in the same beneficial footsteps we treat our facial skin with. International Makeup-artist Jillian Dempsey, has launch her 24K Gold Sculpting Bar. It is a vibrating t-bar that uses Japanese technology to mimic the effects of massage to help tone, sculpt and de-puff skin. It’s even designed to be used down the neck to reduce “tech lines”. #beautytrends #jaderoller #facialmassage #beautytools #newbeauty
A brilliant piece by @becsville in November's @womenshealthuk about the growth of nature-driven beauty and the wildcrafting movement. Including some great brands worth checking out! Thanks for quoting some of my thoughts on the topic alongside some great voices in the industry! 👊💚 P.S Loving the imagery for this piece!
Boozy Beauty - In the Beauty Look Ahead report we talked about the growing interest in fermented skincare that stems from many Japanese formulations that use sake as a key ingredient. Now, the use of beer in beauty, particularly hair care, is on the rise across the UK and European markets. The yeast proteins (the same used when making beer) are a useful ingredient to aid in hair repair and strengthening. Brand on Trend: @bleachlondon Beer range which includes a shampoo, conditioner and treatment mask.
Peachy Keen - Peach has been flagged as an ingredient to watch as it crops up in skincare formulations as a source of malic acid and Vitamin C alongside the nourishing properties of Vitamin E. From Purple Tree’s Peach Balm and Too Faced’s Lip Gloss infused with peach oil to Japanese skincare brand Momohime which focuses on key ingredient peach throughout. 🍑
Hair care gets personal. Schwarzkopf have launched My Specialist - a hair analysis service developed with Henkel. Using a carefully created evaluation system the technology will asses levels of dryness and damage down to cuticle detail. From this, a custom system of hair care products is created. A brilliant example of the future of hair. Read more on how hair care is getting personal in Chapter 2 of the Hair Future Forecast. #linkinbio
Always interested to see when tech and beauty come together. Created by Harpreet Birdi @nailbuffapp is the new iOS app allowing you to bring together your own nail polish wardrobe. A database of cult favourite polishes at your fingertips alongside their colour matching algorithm to find an existing nail polish shade that’s closest to the colour from a photo or screenshot taken with your phone. The ability to shop through the app or let your nail salon know what colours you want ahead of your appointment is coming soon. From collaborative and social sharing platforms to matching customers with services and inspiration, beauty apps are most definitely on the rise.