! Without a column

Beauty trends of the future

The global need of millions of people to make their lives more conscious, clearer and easier led to the emergence of trends that promise to become popular in the near future. Anna Dycheva, CEO of Reed Exhives, told us about them.

Conscious consumption

According to Eurostat agency, the average Briton spends on clothes and shoes over 1,000 pounds annually. And the United Kingdom is far from the leader in this regard. However, the situation is gradually beginning to change. Today, many bloggers and other “influence agents” invite their subscribers to think before buying something, because each purchase is spent nerves and clogging of the environment with packages and checks. They urge to abandon rash shopping, which often entails debts and guilt, in favor of rational purchases that bring pleasure in the long run.

On the Web, the No-Buy movement is gaining momentum (without purchases): bloggers tell how they live without buying anything, and do it with the same enthusiasm with which they recently talked about the new things.

How to join this movement? Instead of buying new clothes and cosmetics, use what already has. Conduct an inventory: for sure in the wardrobe there are jeans that you have never put on, and in the cosmetic bag there is a new packaging of shadows or an eye pencil.

It is better to start with realistic goals – for example, hold out without shopping for a month, then six months. It is difficult for some to refrain from buying cosmetics;For them, special branches are created on popular forums, where users help each other “cure” on this dependence, share tips.

In addition, centers arise around the world where perfumes and cosmetics are collected to give it to people in a difficult financial situation. This is a great chance to give your second life unnecessary things.

Refusal of plastic

According to Greenpeace, every year in the ocean is almost 12.7 million tons of plastic. Each of us can already take a few simple steps today to reduce its


  • Pay attention to the packaging: is its secondary processing possible.
  • Refuse products in plastic containers (today many products can be found in packaging made of processed materials).
  • Buy a large volume.
  • Choose products with refiles (replaceable blocks).
  • Try to find products environmentally friendly replacement (for example, bamboo toothbrushes instead of ordinary ones).
  • Reduce the use of ear sticks.

Focus change

Cosmetics is an important element of self -care. While a woman cares for herself, applies a mask, combs her hair, paints – this is her time, the opportunity to be alone with her. Caring for appearance today is far from always caused by the desire to like others: many women apply makeup every day, even when they do not leave home, for themselves, to create a mood. And hiking in spa or massage is also a pleasant opportunity to relieve stress.

Cosmetics with elements of healthy lifestyle

A few years ago, “superfuds” entered our lives – food rich in nutrients and vitamins. Even if you include it in the diet in small quantities, it positively affects health. Now these ingredients: Chia seeds, Coji berries, Kinoa and many others – should be in cosmetics.

Means without water

Water is the main type of raw materials in the cosmetic industry: shampoos, washing products, creams, lotions contain an average of 70-80% of the liquid. Add here all the water that each of us uses in the morning and evening in the shower … But water is one of the most valuable resources of the planet.

It is not surprising that one of the modern beauty trends is associated precisely with the rejection of excessive water consumption. As part of a general approach called Waterless, several directions develop at once. First of all, many corporations are looking for ways to reduce the use of water in the production of funds, including developing “dry” analogues of cosmetic products, for example, shampoos and masks.

A real breakthrough within the Waterless concept was chemical developments that made it possible to make moisturizers (the consistency of this tool changes when the skin is in contact due to its temperature) and “powder-peen” for washing.

And consumers “vote” for such products. According to the Mintel research company, 24% of buyers aged 16 to 24 want to use cosmetics that will allow them to use less water. This is due not only to concern for the ecology, but also an active way of life of the young generation, their love of travel and frequent movements. All this determines the choice in favor of this format of cosmetics.