With so much newness, it’s hard to stay in the moment. I feel like most of us have become accustomed to considering the future way more than we ever do our present, and for whatever reason, today I’ve been thinking a lot about the future of beauty. With the rise of social media I’m more aware than ever of the knock on effect it has on both my job and the beauty industry as a whole.
As a social collective we’ve come to expect results faster than ever before and I wonder if its possible that because we’re used to swiping to the next image, person or website that we’ve shortened our attention span? The beauty industry would seem to suggest so, with more new launches than ever! Beauty is more like the fashion nowadays, with quick turnovers, more and more ‘limited edition’ collections than ever before and a high demand for ‘newness’. But I’m wondering if thats sustainable….not just on our pockets but also our attention span?
From chatting with the lovely folk over on our Full Coverage Podcast Facebook Group, I do hear an awareness of brands churning out launch after launch without considering what the consumer is actually asking for. Yes I love makeup, but there does come times when I ask myself how many brown eyeshadows does one person need (and I bloody love a brown eyeshadow)? My job makes it even easier to succumb to the pressure of having the latest launch, as god forbid I have to work on someone that asks for said item and I don’t have it, when I know I can make just a good a look with another product I already own, that is pretty similar if not identical.
Naturally there will always be exceptions, but generally speaking I find myself leaning towards brands that focus on doing a few things really well, and choose not to bring launches out for the sake of looking ‘of the moment’ or too ‘trend led’. I love that Vintners Daughter currently consists of one and one product only, thats a bloody great product I might add. I wonder if we will see more beauty brands create ‘capsule collections’ that focus more on classic pieces, similar to how we shop for clothes?
I’d like to point out I can see the positives, yes technology continues to trickle down into more affordable brands, as what were previously expensive high end ingredients become more affordable and readily available, so do the more affordable brands improve in their reach and performance. The call for inclusivity in shade ranges is louder than ever and thats a brilliant thing but is it fully being heard? I think there’s definitely still room for improvement there, especially when more affordable brands like ColourPop are bringing out 40 shades of foundation, yet other big name luxury brands with lots of budget behind them still insist on giving us 12 shades to choose from.
When it comes to texture, finish and colour (excluding skin tone) we have more choice than ever before, and we are hoarding makeup, a lot of which we never use. The choice is there and easier to find thanks to the internet and social media showing us (or perhaps telling us) what we need to buy next. I always encourage people to have fun with makeup and to experiment, after all, it’s fun, and a much needed distraction from all the crazy sh*t going on in the world right now. But falling into the bracket of a makeup artist/content creator means I’m also aware of the risk of over consumption just to feel relevant and the knock on effect that has on my audience.
We also have more variety in beauty ideals than ever before (again I appreciate we still have room for improvement) and it feels like more people are finding a kind of beauty that they feel represents them or that they identify with and this is the thing I really appreciate about social media. For some of us it will be a very glam look, for some it will be barely there no makeup makeup, but both can exist and we can choose what makes us feel beautiful.
I know I joke about enabling you, and I’m sure I’m guilty as charged, but the big change I’ve noticed in my own content is that I tend to use the same products over and over again and I fear thats boring to my audience, yet it feels more honest showing the products I do go back to time and time again. While I’m always going to want to show you new things that excite me, I also want to make sure I let you guys know the products that really stand the test of time, the products that prove to be worth your hard earned cash.
I’d be really interested to hear what you guys think about this, in particular if you tire of the beauty industry’s demand for newness? Would it put you off someones content if you saw them reaching for the same products? I’m fascinated what you guys see as the future of beauty, do you feel like we’re making progress or do you still feel like your not represented? I’d love to know in the comments below.
Photography Heidi Tappis | Styling Anna Shilling | Art Direction Caitlin Taffs | Hair Victor Mendoza | Model Anna Nevala | Makeup by me
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