and personal care industry will experience a fundamental shift in 2018. The term ‘natural’ will expand to include locally-sourced and technologically- enhanced ingredients, products, and services as brands look to overcome environmental challenges.
Consumers will demand personalised beauty defined on their individual terms, and brands will embrace inclusivity by looking beyond age, gender, sexuality, and body type. Brand persona will become paramount as more consumers expect to see their values reflected in the products they buy and the companies they support. Finally, digital technology will drive unprecedented customisation on of the shopping experience.
Here's Mintel Global Trend 2018 report on Beauty and Personal Care. Enjoy.