For as far back as we can remember, the standard of beauty has constantly evolved. For as long as humans have existed, we have enjoyed beauty, revelled in it, fallen in love with it, and even cursed it. From the heavily lined kohl eyes of Ancient Egypt to the impossibly cinched waists of the early 20th century, the definition of beauty has always been in flux.
In most recent years, the beauty industry has often promoted an ideal that seemed…well…somewhat distant and, for most women, unattainable. We’ve had images of drop-dead gorgeous women thrust at us in ads, magazines, TV, and social media.
But, as the world changes, so has the demand for more realistic, inclusive and authentic representations of beauty.
“When I started in the beauty industry 20 years ago, it was the beauty brands that were telling you the trends and what you wanted,” says Christopher Novak, Rennaï’s president and chief creative officer. “Now, all of a sudden, the customer is leading the conversation and asking informed questions to make informed decisions.”
In this article, we’ll explore how this shift is redefining beauty and reshaping the industry.
A New Dawn of Beauty: Celebrating Inclusivity and Authenticity
The beauty industry has seen a big transformation in recent years.
We’re seeing brands and creators stepping away from the narrow and unattainable beauty standards that once dominated the industry, embracing authenticity and different ideals of beauty.
This shift is driven by a growing demand for products, influencers, models, and messages that reflect the beautiful diversity of real life, which is also leading to a more holistic approach to self-care and wellness in general.
Consumers and social media influencers alike are embracing authenticity, sharing their true, unfiltered selves. Whether it’s showcasing skin textures, celebrating body diversity and positivity in every size and shape, or promoting self-love and acceptance, beauty is shifting from a focus on perfection to recognizing the true beauty in all of us.
Here are some of the most exciting trends shaping this new beauty landscape:
Diverse Shade Ranges in Makeup
Let’s travel back to 2017. It might not seem like that long ago, but this is when the inclusive foundation shade movement really took off. Brands (finally) started seeing the importance of creating diverse shade ranges, setting the stage for what inclusive makeup brands should look like.
Forget light, medium and dark. Brands like Bobbi Brown, M.A.C., NARS, Tom Ford Beauty and Giorgio Armani have not only filled a gap but set a new standard of inclusivity and diversity within the beauty industry.
Since then, many makeup brands, from designer to drugstore, have followed suit, recognizing that representation matters. By embracing a broader range of beautiful skin tones, the industry has decisively shifted away from its previously narrow definition of beauty.
Body Positivity
The rise of the body positivity movement has played a huge role in reshaping the beauty industry. We’ve seen universally popular brands like Covergirl championing this movement, running campaigns and showing people celebrating bodies of all shapes, sizes and ages, including Covergirls America Ferrera and Queen Latifa.
But it doesn’t stop with beauty brands. Many designers and fashion labels now regularly feature models of all body types, setting a refreshing and inclusive standard that dismantles the unrealistic—and often harmful—norms of the past. Social media influencers are rejecting filters that create an idealized version of perfection, sharing the message that beauty isn’t about fitting into a single mold.
Skincare for Different Skin Types
Skincare is one of the hottest trends right now. What was once an industry focused on one-size-fits-all products have evolved significantly.
Brands now recognize the unique needs of various skin types, going beyond the standard categories of ‘dry,’ ‘oily,’ or ‘combination.’ They are creating products tailored to a diverse range of skin types.
As consumers become more educated about their skin’s specific needs, the demand for personalized products has surged. Brands like Origins, Allies of Skin, Dr. Loretta, and Dermalogica have responded by developing innovative products that address their customers' diverse and specific needs.
Authentic Social Media
Let’s be real. In the past, social media was flooded with heavily edited, curated feeds of influencers where airbrushing and filters ruled.
But things have changed. Instagram and TikTok are now seeing a surge in unfiltered content, with influencers embracing their true selves and sharing everything from authentic skincare routines to makeup-free moments.
Seeing that even they have flaws is a refreshing wave of authenticity. Brands are tapping into this shift by promoting more realistic storytelling, focusing on real customers and fostering self-confidence with a more relatable image of beauty.
The Future of Beauty at Rennaï
The trends we’re seeing today, personalization, diversity and authenticity, are only the beginning for the future of the beauty industry.
“I don't think the beauty industry is trying to put people in the peripheral anymore. We're trying to bring people into the conversation rather than distancing them from it,” says Novak.
With the beauty industry continuing to push the boundaries and evolve in ways that support the diverse needs of their consumers, the shift from aesthetics to overall self-care and wellness is the next frontier.
"The beauty industry is changing to focus on 'how I move through the world is what makes me beautiful,'" explains Novak. "It's less about the superficial and more about the holistic experience of moving through life."
At Rennaï, we strive to inspire and educate through our Ingredient Glossary, whether it’s on social media or through our articles.
“We want to keep our content balanced and help you find what works for you. We're not here to tell anyone what's right or wrong,” says Novak.