Insights February 17, 2021

Get down with the latest beauty trends and beauty lingo

By Living Word

After a year of at-home beauty, self-care and “embracing natural”, what trends can we look forward to this year? As beauty experts give their predictions, we also take a look at the important beauty lingo.

Lifestyle platform lists beauty trends to look out for in 2021. “After a truly tumultuous year, I think it’s safe to say that we’re all eager for a beauty do-over,” writes beauty editor Hana Hong. “Alas, even our beauty routines weren’t immune to the effects of 2020 — as salons closed everywhere, we were forced to become our own hairstylists, estheticians, colorists, and dermatologists overnight.”

But this year, we can expect some of the best innovations in beauty, predicts Hana. In light of the pandemic, hand sanitizers and hand soaps will become more luxurious. Another trend is related to working from home and the frequent use of face masks: the “no-makeup makeup” and “transfer-proof makeup”. Antibacterial haircare and scientific scalp care are also growing, as are smarter at-home beauty devices and cosmetic procedures that address “Zoom face” – including crow’s feet, eye bags and forehead wrinkles.

Beauty 4.0 and ‘beauty for all’

CosmeticsDesign, the leading online news source for the cosmetics and personal care industry, predicts a year of renewal. At-home beauty technology and digital will transform beauty interactions, believes editor Kacey Culliney: “In the wake of COVID-19, Beauty 4.0 will truly dig its heels in next year. As consumers continue to flock online and social media continues its rise, the uptake of smart beauty devices and engagement with brands online should broaden.”

Another big trend is ‘beauty for all’. “As consumers become louder in their desire to flout dated labels and more dismissive of being pigeon-holed by meaningless marketing terms, ‘beauty for all’ – which includes genderless products, makeup for men and beauty that considers diversity – will rise fast.” Kacey also foresees a growing self-care culture, where beauty takes a more meaningful place in our lives. And the oral care category is booming too, likely driven by consumers’ concerns of transmitting the virus.

Keep up with the beauty lingo

As new beauty trends hit the market on a regular basis, translators need to keep up with the lingo. The world’s largest cosmetics company, L’Oréal, lists makeup terms everyone should know and essential skin care terms. Did you know that “baking” doesn’t always involve cakes but can also refer to applying face powder and allowing the skin to melt the product, for a flawless finish? Or that “hitting pan” is when your product is running low and you can see the bottom of the container? And how about “fallout”? That’s when your eyeshadow and particles fall on other areas of your face – not ideal.

Beauty magazine Allure also sheds light on some essential beauty slang words. You have perhaps heard of “contouring” before, using makeup to give the illusion of shape, but what about “tan-touring” and “non-touring”? The latter was introduced by influencer Kim Kardashian, who simply announced that she no longer cared for contouring. Allure also explains that “beat face” is when makeup looks perfect from every angle and “giving life” is “when your makeup looks so good that it gives your life new meaning and helps you get out of bed in the morning”.