Marketing Trends For 2022: Beauty

Digital experiences, natural products, sustainability and wellbeing are set to be major trends in the beauty industry in 2022.

2020 and 2021 were challenging years for the beauty industry. Brands were forced to change profoundly, and overnight, in response to Covid-19.

There was an unavoidable shift to predominantly digital business models – something the European beauty market had been lagging behind on prior to the pandemic. Consumers also had the opportunity to pause and reflect on what mattered to them.