Year in Review Beauty Podcast: NFTs became hot, shop-in-shops dominated retail and curly hair became popular

Robert Hundley

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In a specific version of the Glossy Attractiveness Podcast, Jill Manoff, editor-in-main, sat down with senior splendor reporters Liz Flora and Emma Sandler to assessment the year in magnificence news.

The earlier 12 months were being, in a lot of respects, a rollercoaster. The calendar year commenced and finished with a bang, in the variety of numerous superior-profile acquisitions and investments. Moreover, the burgeoning worlds of the metaverse and NFTs dominated discussions, and social buying and shop-in-retailers ever more dictated in which and how persons shop.

Down below are highlights from the discussion, which have been frivolously edited and condensed for clarity.

How social purchasing advanced
Flora: “We’ve witnessed all the platforms definitely ramp up their social browsing capabilities. Instagram, Tik Tok, Pinterest, Snapchat and even WhatsApp included a lot more social browsing capabilities. We’ve witnessed the increase of video browsing in general. But there’s also this wave of splendor-targeted social procuring apps like Supergreat, Newness, Flip, et cetera, and they have all been onboarding significant magnificence models like Much too Faced and MAC Cosmetics. They’re equally web hosting shoppable livestreams and carrying out TikTok-model shoppable quick films. We’re undoubtedly seeing brand names devote in these shorter video clips and livestreams. And we have viewed influencers [becoming] a lot more like vendors. Brand names are getting methods to get influencers to backlink straight to commerce and hook up the influencer posts specially to purchases.”

Hair care went curly
Sandler: “Hair treatment had a major calendar year. Some of this was an acceleration of trends that had currently begun in 2020. But hair care however experienced a couple of huge developments in 2021, one particular of which was curly hair treatment. A great deal of manufacturers like Operate of Magnificence and even heritage makes like Keréstase introduced curly hair collections. But we also saw a ton of opportunity on the organization facet, this sort of as with Mielle Organics, which lifted at minimum $100 million in outside funding, which is rather significant. That exhibits how bullish standard corporations and buyers are in the hair care sector, particularly when it arrives to curly hair care. Another accelerated class was hair decline and hair progress. Head & Shoulders introduced their have hair loss and hair development collection, whilst hair progress brands like Vegamour and Nutrafol observed continued development dependent off of that class.”

NFTs and the digital environment
Flora: “We observed fashion manufacturers get into the [NFT space] very first, but attractiveness bought into it pretty rapidly thereafter. Starting up in the spring, we started observing independent natural beauty brand names and magnificence artists launching NFTs. We’re viewing a mix of [buying] an NFT artwork and [receiving] a actual physical part [like a beauty product]… We’re also seeing some inklings of how this could in fact develop into aspect of a brand’s company product. NYX Cosmetics developed digital makeup appears to be like for the Crypto Fashion Week occasion right after New York Manner Week, and this reveals that make-up is part of a generate for [overall] looks for electronic avatars… We’re all likely to want to gown our digital selves in outfits that are just as elegant as our actual physical selves. It is but to be witnessed, but which is definitely what some folks are seriously betting on.” 

Store-in-shop until you drop 
Sandler: “[This trend is about] displaying up where by the customer is. There, for the earlier many years, has been attention-grabbing cross-pollination in between models and suppliers or marketplaces. It does not subject now if you obtain your goods from Sephora, CVS or an additional pharmacy, or if you purchase elegance from the supermarket or Neiman Marcus. [What matters] is if you can get it at a easy time, it is out there, and it is probably also at an ideal value point for you as a client. We also know that some suppliers like Target have a truly attention-grabbing shopper base who like identifying with the Focus on model. So it helps make a ton of perception for a different retailer like Ulta Splendor to want to harness that. I would be interested in observing a extra common office store try and beef up their magnificence division by partnering with an [indie retailer like] Detox Marketplace, Credo Attractiveness or Violet Grey.”

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