The Winds of Change in the Beauty Industry

The following brands demonstrate key trends in the personal care sector, namely the shift towards focus on function rather than targeting specific demographics, social awareness, craft and technology.



BASIK is a range of personal
 hygiene and household products, created by New York designer Saana Hellsten
has. She believes that gender stereotypes are often perpetuated
 by the packaging of personal care and household products. These are subverted by simple and beautiful packaging that appeals to both sexes and doesn’t unnecessarily compartmentalise personal care.


The Soap Co

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The Soap Co is a startup that proves you can have high-quality and a social conscience as well. The luxury bath and body brand has social enterprise at its core, employing 100 disabled or disadvantaged people across the UK. The company first started in a small shop in the Lake District, as the brainchild of the charity Clarity and it has set a mission of creating 60 new job opportunities each year.

The products are handmade using sustainable and locally sourced ingredients and are sold to luxury hotels, department stores and boutiques. The beautiful, minimalist packaging also features braille on every product.


DIY Craft Beauty LOLI


Craft is everywhere you look these days, and now it has hit the cosmetics delivery scene. New York based LOLI is a monthly at-home subscription that lets you make your own beauty products. The service provides organic, wild harvest ingredients that are hand-measured to provide just the right amounts to get started on our DIY beauty recipes.

There are different recipes each month to make natural treatments for skin, hair, bath and body. LOLI stands for Living Organic Loving Ingredients – supporting the brand’s belief that beauty products should be freshly blended rather than sitting on a shelf for months or years.


Virtual Reality Beauty App


Although we have already seen cosmetics brands like Sephora use augmented reality mirrors to hygienically test products on customers, this is now possible on your smartphone too!

Laneige, a South Korean beauty company, has launched an app that allows users to virtually test make-up like eye shadow, eyeliner and lipstick before purchasing through the app. Users can toggle between live and image mode, and share pictures on social media. Nothing can beat seeing the real impact of make-up as consultants work their magic in-store, but for those who are short on time and want to try various looks without the need for wet wipes in between, this is certainly a trend that has taken off.


Context skin care


The Context collection is a skincare range for both men and women, including facial cleanser and night cream (men, fear not!) each formulated for no specific gender or ethnicity. Their focus on functionality and results makes personal care routines simplistic and essential only. The accessible price point adds to the overall goal of inclusivity for this brand.

Abigail Coleman, Consultants, 18.12.2015

To find out more about gender neutral trends in beauty and fashion, get our ‘Neutral Identity’ presentation by emailing