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3/19/2015 True Beauty: The No-Makeup Trend » ESP TRENDLAB Color, Lifestyle, Design + Fashion Trend Forecasting Services

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True Beauty: The No-Makeup Trendby Miryam Muller

MARCH 18, 2015

Today’s consumers are increasinglyskeptical of brands who paint anunattainable vision of beauty.

As a result, the beauty industry focuses on amore humble approach and returns to natural,authentic beauty, promoting a healthier set ofideals for woman and teens. Embracing theidea of real beauty, brands use less retouching,instead, imperfections are celebrated andmake-up free faces are trending on both anaesthetic and ideological level.

Truth and transparency is a growing issue. Asconsumers continue to question theingredients of products they put on their skin,we are seeing a rise in DIY, eco and organicbeauty approaches. Parabens and sulphatesare the anti-buzzwords. Instead, pure, ethicallysourced ingredients and customizablepackaging are what appeals to today'sconscientious luxury consumer.

Emily Weiss, founder of cult beauty news siteInto The Gloss, has launched her own beautybrand, Glossier. After having spent three yearsbuilding a community around her editorialplatform, Weiss started to feel that nobody wascatering to the needs of her readers. Shelaunched Glossier with the philosophy that lessis more, creating a range of products aimedsquarely at the Millennial market.

"What I don’t think is fun is editing yourself,

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GLOSSIER

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aspiring to finally arrive at some idea or picture ofperfect, untouchable glamour", Weiss declared in

her editor’s letter. "We’re laying the foundationfor a beauty movement, one that celebrates realgirls in real life." Products of the Glossier line

include; moisturizer, facial mist, skin tint and

skin balm that are packaged in minimal pink

tubes with a set of emoji-like decals so that

customers can personalize their tubes.

Dutch cosmetics brand Ellis Faas has recently

launched a line of beauty products that mimic

real body tones to enhance natural skin tones.

This is not the neutral ‘no make-up’ look of

Bobbi Brown’s 1990s, but cosmetics based on

human colors already present in the skin. Ellis

Faas lipsticks are literally blood red.

Ellis Faas says, "That may sound a bit scary, butit’s the most natural red color to use on yourface." Faas also mentions an available shade of

purple that mimics the color "when blood comesto the surface of the skin" and a blue that was

inspired by the "turquoisey-green blue which is inthe veins." She says, "It’s all colors that shinethrough your skin naturally."

On the runway there was a natural, barely-

there trend emerging. At Marc Jacobs, “no-

makeup” makeup actually meant just that—no

mascara, no foundation, nothing. At shows like

Jason Wu and Tory Burch, makeup artists used

pinky-nude lipstick and blush for a more barely-

there look.

The True Beauty trend is for the modern

woman who has a desire to be more in control

of what she uses on her skin and wants to look

real. Fake beauty is not desirable anymore.

Instead she wants to go for a truthful look,

using tools and product that give her a stronger

connection to herself and her beauty-routines.

GLOSSIER

GLOSSIER

ELLIS FAAS



ELLIS FAAS

ELLIS FAAS



JASON WOO

TORY BURCH



MARC JACOBS

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