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You are Unique

Authentically You!

A new, personality-led trend is emerging as an antidote to mass consumerism: celebrating what makes us each unique. Let your natural beauty shine through, enhanced to the max, not disguised or hidden.

Consumers seek products that reveal their natural beauty, rather than transform it, while still celebrating their individuality. Makeup-free beauty in selfies is a millennial badge of honor, as people show pride in their natural skin and hair. Consumers want to be in control. Male or female, they want personalized formulations that meet their needs, not a mass-market idea of beauty.

This drive for authenticity includes using naturally-inspired products in which each ingredient has a purpose. Consumers want simple, pared-down formulations. They want formulations that can be customized to express their own vision of beauty.

This inspiring TRENDS LAB collection helps you celebrate the full spectrum of natural beauty of the human race, regardless of nationality, age or gender. It includes ideas to help you create innovative new formulations … so you can meet consumer demands.


The opposite of the airbrushed, ultra-glamorous look of the high-maintenance divas, this is a trend about enhancing your natural beauty rather than transforming – including celebrating ethnic skin and hair.

Express Yourself

We live today in a very visual society. Consumers want to freely express their personalities and lifestyles by altering their appearance. They want to be in control, not necessarily complying with the conformity of mass consumer brands.

Do It Yourself

Originating in the growth of niche brands, this trend creates demand for serums that can adjust to the consumer’s skin – with color-mixing palettes and intelligent moisturization.

Men Are Unique, Too!

Men have unique skin issues and needs, and are becoming savvy consumers of skin care, seeking ways to look and feel better. It is no longer a female product with a different fragrance and packaging.